VMware’s Ricky Cooper

Ricky Cooper
Head of Worldwide Channel & Commercial Organization
VMware

Ricky Cooper embraced the challenge of filling big shoes in mid-2022 when then-channel chief Sandy Hogan left VMware. But he has picked up where Hogan left off and continued to develop unique approaches to channel partner compensation that better fit a recurring revenue world. Cooper, head of VMware’s worldwide partner and commercial organization, moved into that role from serving as vice president for global and transformation partners.

“It’s my first year leading the channel for VMware, there’s a lot that comes with that and we managed to achieve a lot this year,” he says. As such, joining the 2023 list of Channel Futures Influencers strikes him as “a fantastic achievement. … The channel is a huge honor for me.” 

As such, Cooper looks at the description of influence as having the ability to effect change. And, at the other side of 50, as he puts it, there’s a question within the channel about “what we can leave as influencers.”

“There are so many new characters coming into the industry, there’s a great push on diversity, so being an influencer now really is at the pinnacle of understanding IT and having the history under your belt,” he says. Plus, he adds, that also translates into “being able to give something back in a meaningful way.”

Cooper’s work philosophy has propelled him to this level of understanding and work. He’s played sports around the world since the age of 15, “so I am not averse to working hard,” he says. “What I’ve learned is to work smart. … If you say you’re going to do something, do it. Be courteous. … If you are dismissive, standoffish, you’re not going to have the same level of influence.”

Working hard produces results, Cooper says, and those results build a team. That’s going to be vital to companies such as VMware and attracting talent.

“This is one of the best industries in the world, it’s great to be a part of, great for people coming out of university,” he says.

As he reflects on 2022 and the Channel Influencer award, Cooper credits not only his own hard work but VMware as a whole.

“It’s got a great reputation, a great vision for the future, a great position of independence and to … be a part of that, working with our fantastic partners … that’s a personal accomplishment.”