84. IT Channel Landscape: What Is the Next Normal? w/ Barrie Desmond

August 13, 2020 00:31:00
84. IT Channel Landscape: What Is the Next Normal? w/ Barrie Desmond
B2B Revenue Acceleration
84. IT Channel Landscape: What Is the Next Normal? w/ Barrie Desmond

Aug 13 2020 | 00:31:00

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Show Notes

The IT channel landscape is never going to look the same again.

There are 4 stages to responding to disruption. Which one are you in?

In this episode, we interview Barrie Desmond, Head of Global Marketing and Business Development at Exclusive Networks, about thriving during disruption in the IT channel.

We talked about four main ideas. First, accepting the next normal & not looking back, second, the 4 phases to responding to disruption: react, recover, reflect, reimagine, third, why you need evergreen enterprise, and lastly, 2 spaces where the IT channel should reimagine

Check out this resource we mentioned during the podcast: Barrie’s LinkedIn post about the next normal

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, on Spotify, or on our website.

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Episode Transcript

WEBVTT 1 00:00:02.520 --> 00:00:08.349 You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay 2 00:00:08.390 --> 00:00:12.189 on the cutting edge of sales and marketing in their industry. lets get into 3 00:00:12.230 --> 00:00:16.550 the show. Hi, welcome to be to be a revenue acceleration. My 4 00:00:16.629 --> 00:00:21.739 name is earlier with you and I'm here today with buried amount Chieft, storyteller 5 00:00:21.980 --> 00:00:26.500 at exclusive networks. How are you? Very fantastic. Thank you very much, 6 00:00:27.739 --> 00:00:31.539 no problem. The problem. So today we will be speaking about an 7 00:00:31.579 --> 00:00:35.929 article that cut my attention on Linkedin that you put together about the next normal 8 00:00:36.490 --> 00:00:42.090 in India tea channel landscape. But before we get into the topic, and 9 00:00:42.250 --> 00:00:46.450 despite the fair you've already been a guest of our podcast. Would you man 10 00:00:46.570 --> 00:00:52.719 just introducing yourself quickly and introducing exclusive network is for anyone that have been, 11 00:00:53.000 --> 00:00:55.840 you know, asleep for the US when tels and don't know whis Clevis. 12 00:00:56.000 --> 00:01:00.359 Thank you very much. Yeah, so I'm buried ASMUND and the head of 13 00:01:00.479 --> 00:01:04.030 global marketing and business development, but really I'm the guy that tells the story 14 00:01:04.670 --> 00:01:10.629 and you know, really tell us the story from where we've been at exclusive 15 00:01:10.709 --> 00:01:17.670 where and where we're going, the vision and aspirations and exclusive really has been 16 00:01:17.709 --> 00:01:23.219 at the forefront of the emergence and demanded a cyber security so we're very specialist 17 00:01:23.340 --> 00:01:32.060 and probably a will niche player in Cyber Security and cloud transformation and they are 18 00:01:32.140 --> 00:01:38.370 the two areas in which we've focused on and over the last ten years or 19 00:01:38.450 --> 00:01:45.810 so we've built out a global footprint specialize in in these sectors. Were in 20 00:01:45.890 --> 00:01:52.840 about thirty nine countries, raft about or fifty L so offices and one thousand 21 00:01:52.879 --> 00:01:57.680 eight hundred people, or the majority of which focused on cyber security and cloud 22 00:01:57.719 --> 00:02:02.750 transformation. In fact, were so special that the highest ratio of engineers to 23 00:02:04.030 --> 00:02:09.150 salespeople in the distribution layer of us, or the food chain of getting technology 24 00:02:09.229 --> 00:02:15.259 to market. So you know, someone told me once niche's a great it 25 00:02:15.379 --> 00:02:21.659 said, because you know it's sort of this sort of defines maybe a narrow 26 00:02:21.780 --> 00:02:23.860 market, but if you're number one in your niche you can do okay. 27 00:02:24.379 --> 00:02:30.770 And I would say we are the number one cybersecurity distributor value I did, 28 00:02:30.810 --> 00:02:36.770 or value creation distribution player in the world. That sounds very good. Sorry, 29 00:02:36.930 --> 00:02:40.250 what I introduction. I like it a bay from you now. So, 30 00:02:40.689 --> 00:02:45.360 Barry, I know that everybody's a little bit fed up of speaking about 31 00:02:45.400 --> 00:02:47.120 covid night. So I'm just going to make a quick, quick mention of 32 00:02:47.199 --> 00:02:52.360 it. But we started with covered. Everybody was speaking about it mid March, 33 00:02:52.560 --> 00:02:55.319 all of April and then in May everybody was sticking about the new normal 34 00:02:55.800 --> 00:02:59.710 or, Oh my God, are we going to adapt? What's going on? 35 00:02:59.990 --> 00:03:02.270 I'll make kids going back to school orst of great stuff, and you 36 00:03:02.349 --> 00:03:07.389 know that scholarship put together and that you publish some linkedin that. The game 37 00:03:07.469 --> 00:03:09.710 got my attention. You speak about the next norm, which is basically, 38 00:03:10.150 --> 00:03:14.659 you know, get on with it, you need to adapt. Let's move 39 00:03:14.659 --> 00:03:17.180 on. But can you be celiberate a little bit more of your concept for 40 00:03:17.219 --> 00:03:22.419 us? Yeah, I think you know, when people look back and probably 41 00:03:22.539 --> 00:03:25.939 do a bit of reflection and what's happened over the last few months. You 42 00:03:27.060 --> 00:03:31.250 know, an old Scottish bloke told me once that you only he never loses, 43 00:03:31.409 --> 00:03:36.889 either wins or e learns. And and I think lots of people are 44 00:03:36.930 --> 00:03:42.879 learning. The biggest lesson I've learned, and it really was apparent to me 45 00:03:43.680 --> 00:03:49.319 over many years. It just probably couldn't articulate it probably is that this whole 46 00:03:49.639 --> 00:03:53.879 period as has helped us focus on the main benefit of what everybody does and 47 00:03:54.039 --> 00:04:00.710 that's outcomes. You know, we're we're much more focused on the outcome of 48 00:04:00.909 --> 00:04:04.270 what we do, not the task or the process. And and I think 49 00:04:04.469 --> 00:04:13.219 you know, what we've seen during the COVID crisis is some real dislocation in 50 00:04:13.259 --> 00:04:16.019 the way in which we do business. But the outcomes are the same in 51 00:04:16.139 --> 00:04:21.540 many respect yeah, I and and in sometimes they're better. So in in 52 00:04:21.660 --> 00:04:26.970 the cybersecurity world, you know, when we go to talk about the four 53 00:04:27.050 --> 00:04:30.529 phases, I sort of observed we're going through the reaction phase. We seen 54 00:04:30.610 --> 00:04:35.050 a rapid deployment of remote working and then we decided then what you know, 55 00:04:35.129 --> 00:04:41.600 they needed the the the appliances to work, they needed access to their normal 56 00:04:41.639 --> 00:04:48.000 daily work tools, applications services, and then we had to maintain the integrity 57 00:04:48.079 --> 00:04:55.629 of that. And so what we've what we've what we've witnessed is is people 58 00:04:55.790 --> 00:05:00.949 react and put those quick fixes in place, if you like, and can, 59 00:05:00.269 --> 00:05:04.350 you know, and continue to operate. So from a continuity perspective, 60 00:05:05.069 --> 00:05:13.379 we've seen a lot of resilience in business, resilience in the channel and we've 61 00:05:13.379 --> 00:05:16.620 seen some extraordinary stories in the channel where, you know, channel partners of 62 00:05:16.699 --> 00:05:21.009 once again, you know, I created this Hashtag, Hashtag channel. Together 63 00:05:21.050 --> 00:05:30.490 they've gone to extraordinary lens to deploy and to enable companies and partners and collaborations 64 00:05:30.689 --> 00:05:34.170 to work. Yeah, and and I think that's a great lesson for all 65 00:05:34.209 --> 00:05:38.560 of us and in the way in which we operate from a business perspective. 66 00:05:38.600 --> 00:05:45.279 I think you know, from whether it's a physical dimension like offices and meetings, 67 00:05:45.399 --> 00:05:48.920 of facetoface and stuff like that, we've also seen that we've changed and 68 00:05:49.029 --> 00:05:54.389 adapted in the way in which we work and in many respects we've had better 69 00:05:54.430 --> 00:06:00.189 outcomes, not just expected outcomes. We are from a management perspective. You 70 00:06:00.269 --> 00:06:02.350 know, one of the great things about exclusive is what what I call we 71 00:06:02.470 --> 00:06:08.660 have what I call the center weighted approach to our structure. So it's not 72 00:06:08.939 --> 00:06:13.620 that hierarchical. It's sort of cell based, network base. There's intelligence at 73 00:06:13.660 --> 00:06:16.860 the cores, want to call it intelligence, but there's also intelligence at the 74 00:06:16.939 --> 00:06:23.529 edge. Yeah, and you know, having that structure, then you know 75 00:06:23.689 --> 00:06:27.569 your agile and there's a lot of agility in a lot of adaptability. Now 76 00:06:28.009 --> 00:06:31.920 people say, I think people get mixed up between agility and adaptability. You 77 00:06:32.000 --> 00:06:34.680 know, you've got to have both. You know you can you can be 78 00:06:34.800 --> 00:06:39.759 quick to act, but unless you change, it's still good. Yeah, 79 00:06:40.079 --> 00:06:42.360 so a lot of companies may have said, Oh my God, you know, 80 00:06:42.480 --> 00:06:46.160 I got to put so many people on Furlough, reduce the cost base 81 00:06:46.279 --> 00:06:49.750 of the business and, you know, but they're not adapting o they yeah, 82 00:06:49.750 --> 00:06:55.670 they're just shrinking and maybe operate on a lower scale. But then I've 83 00:06:55.670 --> 00:07:00.459 seen some mildous cases of businesses that decided not only would they be agile, 84 00:07:00.579 --> 00:07:04.819 but they would adapt. So I've seen companies in California who were thinking about 85 00:07:04.860 --> 00:07:10.019 doing curbside fast food, you know, in these trucks that you see or 86 00:07:10.060 --> 00:07:15.290 these trendy containers, and they had an eighteen month business plan to do that 87 00:07:17.170 --> 00:07:21.209 and they did it in two days. Yeah, right. So you know, 88 00:07:21.290 --> 00:07:25.250 what I'm saying is they were agile. They haven't put any they have 89 00:07:25.329 --> 00:07:30.160 a sacked or made people redundant. They completely changed the way in which they've 90 00:07:30.160 --> 00:07:34.439 a dressed. So the outcome, even better outcome, is they've had a 91 00:07:34.639 --> 00:07:40.639 continuity program put in place and they've been resilient to this and they continue to 92 00:07:40.680 --> 00:07:45.310 survive and, if that, thrive in this basis, in this climate. 93 00:07:45.910 --> 00:07:50.589 So really, you know, it's it's actually my reflection on the last few 94 00:07:50.670 --> 00:07:58.430 months is with challenge convention. We've had amazing amount of resilience in the channel 95 00:07:59.740 --> 00:08:05.060 to from a continuity perspective and the outcomes, and now we're much more focused 96 00:08:05.060 --> 00:08:09.620 on the outcomes. I mean I've seen some task driven jobs and functions within 97 00:08:09.939 --> 00:08:16.850 an exclusive which never in a month of Sundays would you consider they could have 98 00:08:16.930 --> 00:08:22.970 been done from home as yeah, but now they are and in fact better. 99 00:08:24.009 --> 00:08:28.000 You know, the results were getting a better on basic back back office 100 00:08:28.079 --> 00:08:35.000 tasks like operational the operational function, like the credit and cash collect function. 101 00:08:35.279 --> 00:08:41.549 We've we've really focused on that. Of course, cash is king and, 102 00:08:41.070 --> 00:08:46.990 as that example proved you, we've innovated and we continue to innovate to for 103 00:08:46.070 --> 00:08:50.830 us to be able to do our job and serve first and and I think 104 00:08:50.830 --> 00:08:56.259 that's another hallmount of companies that have strong values, came strong customer values, 105 00:08:56.299 --> 00:09:01.019 of strong people values, is that their their instincts were to serve first and 106 00:09:01.139 --> 00:09:05.620 sell second and and we very much did that. You know, it was 107 00:09:05.659 --> 00:09:11.649 about could we help you with the rapid deployment to say in the UK we've 108 00:09:11.649 --> 00:09:18.210 had some of these nightingale hospitals set up in like the Millennium Stadium in Wales 109 00:09:18.850 --> 00:09:22.330 and you know, I've heard of the stories of us, you know, 110 00:09:22.529 --> 00:09:28.720 going to extraordinary lens to help reseller deliver that solution to these offices and to 111 00:09:30.360 --> 00:09:35.399 know, to offer our services first, to offer knowledge transfer and education services 112 00:09:35.639 --> 00:09:41.230 first, and innovate in other ways, you know, in terms of transferring 113 00:09:41.309 --> 00:09:50.509 knowledge, increasing our customers awareness and sometimes even into the certifications and the qualification 114 00:09:50.830 --> 00:09:56.259 side of things, offering a backup for organizations that were under stress, you 115 00:09:56.340 --> 00:10:00.580 know, so becoming a proxy for them with their twenty four by seven support 116 00:10:00.700 --> 00:10:05.820 calls, helping amount with designs and you know when people are back to you 117 00:10:05.940 --> 00:10:09.330 know, not only rapidly could call remote ends, but actually look at the 118 00:10:09.009 --> 00:10:15.210 central infrastructure and architecture. There's a lot, a lot of companies have set 119 00:10:15.250 --> 00:10:18.970 out their infrastructure to maybe handled a couple of you know, cut up the 120 00:10:20.009 --> 00:10:24.279 hundred could, you know, simultaneous connections or concurrent connections, and now you 121 00:10:24.399 --> 00:10:28.279 got a couple of thousand and you're like, Oh, you know, it 122 00:10:28.440 --> 00:10:31.480 can't code. So how do we help there? Do you think that adaptability 123 00:10:31.600 --> 00:10:37.029 will carry on, because it was force on us and and and you've been 124 00:10:37.070 --> 00:10:39.629 able to adapt and you felt that decision were made quicker, that things were 125 00:10:39.750 --> 00:10:43.990 done at a much quicker pace, which is fantastic. But is Jalu only 126 00:10:43.029 --> 00:10:48.789 sitting in a management position? Seeing concept coming to life is so beautiful. 127 00:10:48.110 --> 00:10:50.299 But do you think that will carry on? You think that that'said off, 128 00:10:50.340 --> 00:10:54.500 or do you think people actually need to have a little bit of the pressure 129 00:10:54.500 --> 00:10:56.700 of a covid s nineteen two, two two to get that done? And 130 00:10:56.980 --> 00:11:01.940 that will go with time. I think if people turn the clock back, 131 00:11:01.059 --> 00:11:05.649 they stupid and they deserve to fail. Yeah, I think we've learned. 132 00:11:05.769 --> 00:11:09.690 You know, as I say, you don't you don't lose your win or 133 00:11:11.090 --> 00:11:13.889 you learn. And if they're not winning and not learning, and the stupid 134 00:11:13.929 --> 00:11:22.159 and they has fared after and yours and and you know, we've learned to 135 00:11:22.360 --> 00:11:26.519 make decisions quicker, for instance. You know, I always say I may 136 00:11:26.559 --> 00:11:31.840 be wrong, but I'm not confused. So make the decision and put all 137 00:11:31.919 --> 00:11:35.149 my energy, under whatever percent, into make an happen. If it's the 138 00:11:35.190 --> 00:11:39.750 wrong decision, fail fast, wipe yourself down, learn and move forward. 139 00:11:41.389 --> 00:11:46.860 Yeah, you know. And I think the decision making cycle as accelerated, 140 00:11:46.940 --> 00:11:52.580 but it if they will be less cycled. And so again it comes back 141 00:11:52.580 --> 00:11:56.259 to the way in which is structured and organize. There's a very strong command 142 00:11:56.340 --> 00:12:00.779 and control, hierarchical approach. You'll see that those companies didn't bear well doing 143 00:12:00.860 --> 00:12:05.169 this period because they've always waiting for endorsement. They're always waiting for the green 144 00:12:05.210 --> 00:12:09.250 light from someone above them. You know, it's more about you know, 145 00:12:09.809 --> 00:12:13.970 this is where I need you to achieve. You need to take calculated risks 146 00:12:15.009 --> 00:12:18.080 and I'm not giving you all the information. Pep Management teams are making faster 147 00:12:18.200 --> 00:12:24.120 decisions on less information. Yeah, getting good outcomes. They will get some 148 00:12:24.200 --> 00:12:28.519 bad outcomes as well. But you know, I think the way in which 149 00:12:28.559 --> 00:12:33.870 management should lead, or leadership should act, if you like, in the 150 00:12:33.990 --> 00:12:39.710 future is this is the outcome I want right and there will you will need 151 00:12:39.950 --> 00:12:43.419 an I'll support you in some measured risks and you know the old another desmond 152 00:12:43.500 --> 00:12:48.620 saying. You know, forgiveness is easier to get than approval. So take 153 00:12:48.700 --> 00:12:54.779 that approach. Move Fast, so your agile, but change and adapt. 154 00:12:54.379 --> 00:12:58.250 And you know, I think that is the way in which we will see 155 00:12:58.730 --> 00:13:03.289 companies operate in the future. I think they will be out very much. 156 00:13:03.529 --> 00:13:11.090 You know, the next normal is is just going to be a hybrid way 157 00:13:11.090 --> 00:13:13.679 of working. I think we'll see a lot more remote working, we'll see 158 00:13:13.759 --> 00:13:20.480 some homework in woking on the moon and they will be need still for social 159 00:13:20.200 --> 00:13:26.720 interaction in the office. And I think again another days when saying I was 160 00:13:26.799 --> 00:13:30.629 reminded of I wrote an article ten years ago about, you know, hot 161 00:13:30.710 --> 00:13:33.870 home working and working on the move. I said, yeah, because work 162 00:13:33.950 --> 00:13:35.990 is a thing you do, not a place you go. So I think 163 00:13:37.029 --> 00:13:41.059 we will lose things like that, you know, and those challenging will continue 164 00:13:41.139 --> 00:13:46.100 to challenge. Convention will be lot Nimbler, will be a lot more agile 165 00:13:46.340 --> 00:13:52.820 and will be a lot more responsive to the market. And if you don't 166 00:13:52.980 --> 00:13:58.009 focus on your people and people don't feel good, at least once a day 167 00:13:58.049 --> 00:14:01.850 about what they do, which is another manager of ours, you know, 168 00:14:01.929 --> 00:14:07.009 everybody should feel good about something they've done every day. Yeah, then they'd 169 00:14:07.009 --> 00:14:11.159 be stupid to to wind the clock that, of course. Well, I've 170 00:14:11.279 --> 00:14:16.639 seen also is that, you know, working from home as a lot of 171 00:14:16.759 --> 00:14:22.919 benefits, which you crud, proves the wellbeing of our people, our teams, 172 00:14:24.070 --> 00:14:26.909 allows them, you know, to spend a bit more time with the 173 00:14:26.990 --> 00:14:31.870 family, maybe have breakfast with the family, maybe do the school run when 174 00:14:31.990 --> 00:14:37.269 schools reopen and, you know, and time shift their tasks to suit them 175 00:14:37.389 --> 00:14:43.299 so they're more motivated and they feel better. But also we definitely need, 176 00:14:43.820 --> 00:14:48.299 you know, and those social interactions face defay. I've had a couple of 177 00:14:48.379 --> 00:14:54.409 meetings that I've put off because they need to be across the desk. You 178 00:14:54.490 --> 00:14:58.970 know, the the video is not going to work. Yeah, I think 179 00:14:58.970 --> 00:15:05.769 we'll do less at these formal meetings, you know, sort of maybe monthly 180 00:15:05.929 --> 00:15:09.639 team meetings will be a video, but maybe we'll have a quarterly team meeting, 181 00:15:09.960 --> 00:15:15.480 because there are, you know, benefits of the orget record. Yeah, 182 00:15:15.519 --> 00:15:18.559 the being together, you know, working off each other and member when 183 00:15:18.600 --> 00:15:24.909 we first started, moved into exclusive from the dish and days, you know, 184 00:15:24.990 --> 00:15:28.629 I used to sit on the sales floor. It was you know, 185 00:15:28.789 --> 00:15:33.350 there were no q dos for being a director. You just sat in the 186 00:15:33.470 --> 00:15:37.940 hot best area and I would listen to guys pitching, you know, for 187 00:15:37.019 --> 00:15:41.299 a reseller, a new technology or a new way of doing things, and 188 00:15:41.379 --> 00:15:43.659 I listen to them. I say that's a good idea, but have you 189 00:15:43.779 --> 00:15:48.580 ever thought of pitching it this way? Yeah, and so you ration. 190 00:15:48.860 --> 00:15:54.009 Yeah, you're not. You're not over hearing conversations you're not having the coffee 191 00:15:54.049 --> 00:15:58.889 machine conversation. You're not having someone say, Oh, you know, you 192 00:15:58.929 --> 00:16:00.929 should, you know, maybe have a one on one with Joey's feeling a 193 00:16:02.009 --> 00:16:06.279 bit down demotivated. You don't get that in an official sense. You get 194 00:16:06.399 --> 00:16:11.279 outside on the fag break. Yeah, and then you know if you get 195 00:16:11.399 --> 00:16:14.159 to go with a vendor. We have a lot of end of we in 196 00:16:14.399 --> 00:16:21.070 and knowledge transfer sessions and product meetings and so on and so cooled end this 197 00:16:21.190 --> 00:16:26.429 come in and simply the resellers come in for updates and then you go down 198 00:16:26.470 --> 00:16:29.269 the pub. Don't yeah, absolutely, that's what that means. The must 199 00:16:29.789 --> 00:16:34.460 yeah, but them is the most the probably it's just it's it's actually quite 200 00:16:34.500 --> 00:16:37.580 true that the public still close. We should have find a system like a 201 00:16:38.019 --> 00:16:42.100 having a bubble around us or something, but it's the feeling for us is 202 00:16:42.179 --> 00:16:45.379 very similar. We actually have our resources as king us to come back to 203 00:16:45.419 --> 00:16:49.490 the office. We have some people that don't truly have because of the nature 204 00:16:49.490 --> 00:16:52.929 of people we have working for us. They may not have a desk or 205 00:16:53.129 --> 00:16:59.210 chair or proper station at home to walk. You know, when Boris Johnson 206 00:16:59.289 --> 00:17:02.639 said, well, it's going to be two weeks through weeks Max and everybody 207 00:17:02.759 --> 00:17:04.440 everything should come back to normal. You know, it was okay for people 208 00:17:04.519 --> 00:17:07.160 to walk from their so far from the side of the bed, but you 209 00:17:07.240 --> 00:17:11.559 know, imagine. But what are we twelve weeks in, thirteen weeks in, 210 00:17:11.680 --> 00:17:15.309 something is mean. Time goes by, but it's we really have a 211 00:17:15.390 --> 00:17:18.069 lot of people eaching to come back to the office. We won't be able 212 00:17:18.069 --> 00:17:21.630 to have them all in one go. But last year, yesterday, I 213 00:17:21.670 --> 00:17:23.349 was actually in your office. Was Made SELFA and marketing team and it was 214 00:17:23.470 --> 00:17:26.630 fun. You know, it was fun to have a little bit of bender. 215 00:17:26.910 --> 00:17:29.869 It was fun, as you said, to discuss about something, to 216 00:17:29.990 --> 00:17:32.539 listen to a cold, to debrief, to speak about the cold, to 217 00:17:32.579 --> 00:17:37.660 speak about those our stuff. That's feeling of belonging is is there is a 218 00:17:37.779 --> 00:17:41.059 requirement to do it face to face from time to time and can just do 219 00:17:41.180 --> 00:17:45.769 it online. I think we we human. I would maybe the next generation 220 00:17:45.890 --> 00:17:48.089 will, but I think our generation still need. I still love a hen 221 00:17:48.170 --> 00:17:52.970 shake. I'm tempted to give people and check I colla stuff like that's when 222 00:17:52.970 --> 00:17:56.529 I see them, I want to touch, which is bad. Always been 223 00:17:56.569 --> 00:18:00.640 bad. But you know, I didn't realize this was going to turn into 224 00:18:00.680 --> 00:18:03.119 a counseling session for your yeah, I feel much better now, rubs, 225 00:18:06.400 --> 00:18:11.599 but no, I agree that. You know, as I said, going 226 00:18:11.640 --> 00:18:17.789 down the pub after having those informal of the record conversations, feeling a part 227 00:18:17.869 --> 00:18:19.789 of the team, seeing the team, seeing the whites of their eyes and, 228 00:18:19.950 --> 00:18:25.430 you know, not in a virtual sense. It's very much something I 229 00:18:25.509 --> 00:18:29.700 think there's a huge craving for. And Yeah, I think it's going to 230 00:18:29.740 --> 00:18:33.420 be. It's going to be interested in the next few weeks. But surely 231 00:18:33.460 --> 00:18:37.779 we will see some sort of measured control save. Yeah, return and you 232 00:18:37.859 --> 00:18:41.569 know, working from home. You know, we were doing lots of interested 233 00:18:41.690 --> 00:18:45.730 stuff, like you know, saying you've got to have a dedicated work space. 234 00:18:45.170 --> 00:18:51.329 We all have these little working from home pads. That I can see 235 00:18:52.529 --> 00:18:56.160 is, you know, your tasks for the day. My Big Fat Frog, 236 00:18:56.279 --> 00:19:00.000 you know what's the job you've been putting off? What's the task of 237 00:19:00.079 --> 00:19:03.200 been putting off? You put there in Your Big Back Rod tells you what 238 00:19:03.519 --> 00:19:08.759 calls to me what you're big thank you. So you're going to thank today 239 00:19:10.430 --> 00:19:12.069 and for all before you shut the door. You know, one of the 240 00:19:12.109 --> 00:19:15.710 four things you want to do before you shut the door. So you know 241 00:19:15.910 --> 00:19:18.190 and then worry. You know, do your menu, what we have for 242 00:19:18.309 --> 00:19:21.950 breakfast, lunch and dinner, when we do in our exercise in and stuff. 243 00:19:22.029 --> 00:19:26.619 So you know we've tried to help our people out blunder day and organism. 244 00:19:27.259 --> 00:19:30.740 But I time and you know you next to the cattle or the pantry 245 00:19:30.819 --> 00:19:34.900 and I had my do not disturb hat of you heard about that. Another 246 00:19:36.019 --> 00:19:37.650 that I've not thought about. That that's a duty flat. That's why do 247 00:19:37.809 --> 00:19:41.210 not disturb at so you know, because other people in the house they want 248 00:19:41.210 --> 00:19:44.609 to say a loak do you and they want to ask you, do you 249 00:19:44.650 --> 00:19:47.289 want to cut a tea or do you want to go mow the lawn or 250 00:19:47.569 --> 00:19:49.529 clean them? You know, when I'm wearing I do not disturb hat, 251 00:19:49.690 --> 00:19:53.599 even though I'm here working for a moment not to be disturbed like that. 252 00:19:53.920 --> 00:19:57.759 Well, you also speak about the the for phase approachses you get a f 253 00:19:57.920 --> 00:20:03.079 I gues, a more discipline way to deal with disruption. So react, 254 00:20:03.160 --> 00:20:06.319 recover, reflect, imagine. So you want to take a minute or to 255 00:20:06.440 --> 00:20:08.869 just to go through the steps, and I guess those steps could be a 256 00:20:08.950 --> 00:20:14.509 plate to absolutely everything, anything, any destruction that you may encounter. But 257 00:20:14.789 --> 00:20:18.750 would you men just going through the yeah, as I said earlier on, 258 00:20:18.829 --> 00:20:22.859 you know, we seen a reaction phase where everybody was trying to, you 259 00:20:22.980 --> 00:20:29.140 know, deploy remote workforces, put new processes in place to work safely, 260 00:20:30.980 --> 00:20:34.660 to as much as possible, in short, continuity in shore resilience. And 261 00:20:36.130 --> 00:20:40.009 you know, from our perspective, was all about integrity, because this period 262 00:20:40.089 --> 00:20:44.369 has been a field day for the bad actors, for people to exploit, 263 00:20:44.569 --> 00:20:49.480 you know, a huge, hugely increased threat landscape and at what we call 264 00:20:49.519 --> 00:20:56.119 a threat foot print. You know, fishing scams. I mean I get 265 00:20:56.440 --> 00:21:00.359 I get probably three or four attempts a day for people to have me or 266 00:21:00.400 --> 00:21:04.069 fish me because of you know, I'm quite vociferous in the industry and people 267 00:21:04.150 --> 00:21:08.309 think are be great to have desmond and exclusive networks a cyber security specialist, 268 00:21:10.269 --> 00:21:14.670 and so you just going to be vigilant. So and you know that. 269 00:21:14.869 --> 00:21:18.220 That's what went on. Then you saw, you saw. We were like, 270 00:21:18.940 --> 00:21:22.019 okay, we've done that and it's working. How do we optimize it? 271 00:21:22.220 --> 00:21:26.779 So that's the sort of recovery bit. You know. It was like 272 00:21:26.900 --> 00:21:29.819 we put the I always say when you when I was growing up, at 273 00:21:29.859 --> 00:21:33.529 my first car, that my exhaust was blowing and I really needed a new 274 00:21:33.569 --> 00:21:37.170 exhaust. But someone showed me that if you went to help it, you 275 00:21:37.250 --> 00:21:41.730 could buy this magic tape and you put this magic tape around the hook exhaust 276 00:21:41.809 --> 00:21:45.210 and it didn't blow anymore. Right, and I felt yeah, and that's 277 00:21:45.250 --> 00:21:47.960 the recovery and that's what we did right and it but it work. But 278 00:21:48.039 --> 00:21:51.200 you didn't want to stop and do anything because the car was still working. 279 00:21:51.920 --> 00:21:55.359 And that's where we're at now. We saw every will. Everything's working all 280 00:21:55.359 --> 00:21:59.079 right. We might not be perfect, it might not be ideal, but 281 00:21:59.279 --> 00:22:02.990 it is working. But then we're going to go into this where I call 282 00:22:03.230 --> 00:22:06.990 it the dangerous phase, which is reflection, which is you know who, 283 00:22:07.589 --> 00:22:11.230 you know what should ever replace that exhausted by the tape things was just a 284 00:22:11.430 --> 00:22:15.230 shot, some fix burry. You should reply. This is a it's the 285 00:22:15.309 --> 00:22:18.140 reimagination. You know, absolutely, don't spend too some time, much time 286 00:22:18.180 --> 00:22:25.180 reflecting right, jump into reimagination, to the rethink, the big rebuild, 287 00:22:25.660 --> 00:22:33.009 the two big opportunities in the channel upon us. One is to rebuild what. 288 00:22:33.329 --> 00:22:34.970 You know, I needed a new exhaust, the new manifold or a 289 00:22:36.089 --> 00:22:38.450 new car. Oh, I'm going to reimagine the new car and I'm not 290 00:22:38.529 --> 00:22:41.730 going to buy one, I might go out at least one. So there's 291 00:22:41.769 --> 00:22:47.880 new consumption models to talk about and people who were so heavily reliant on some 292 00:22:48.200 --> 00:22:55.559 subscription based consumption easily expanded to, you know, deliver more teams or more 293 00:22:56.519 --> 00:23:03.269 more collaboration tools, and now they should contract they you know. So it's 294 00:23:03.470 --> 00:23:07.750 those types of reimagination. While I Shart, how much more cloud storage would 295 00:23:07.789 --> 00:23:11.309 I need? You know, where is my desktop? I can O, 296 00:23:11.910 --> 00:23:15.700 you know, replicate my desktop in a virtual environment. So I heard interesting 297 00:23:15.779 --> 00:23:18.940 stories. I speak to a lot of the analyst in the Manhattan, you 298 00:23:18.980 --> 00:23:22.380 know, with the Big pee and the big finance houses, and the one 299 00:23:22.420 --> 00:23:29.250 of the VP's they're sent his executive assistant home to work from home and she 300 00:23:29.369 --> 00:23:32.410 got home and they delivered her a thin client, I think it was citrits 301 00:23:32.450 --> 00:23:37.650 or something, and some Bede stuff, brutual desktop stuff, and then everything 302 00:23:37.769 --> 00:23:41.369 was great until she switched it all on. But as a good, dutiful 303 00:23:41.440 --> 00:23:44.160 employee, when she left the office, you did the only right thing, 304 00:23:44.319 --> 00:23:48.839 she thought, save the company electricity. She hit her desktop. Of Yeah, 305 00:23:48.279 --> 00:23:53.000 so there was no way to access even though they quickly deployed right there 306 00:23:53.079 --> 00:23:57.950 was no way to access or desktop and they are times speak to a security 307 00:23:59.069 --> 00:24:00.829 card and they are on them, you know, the hundred and ten floor 308 00:24:02.430 --> 00:24:06.349 and to guide against some security guard from receptor to go and it was a 309 00:24:06.470 --> 00:24:08.670 mess. So what does how do we rebuild for the future? How do 310 00:24:08.750 --> 00:24:15.460 we reimagine this dynamic, more agile, iterative, what I call the Evergreen 311 00:24:15.740 --> 00:24:21.740 Enterprise? Yeah, and the Evergreen Enterprise, from my perspective, is some 312 00:24:22.140 --> 00:24:26.809 something that continues to iterate itself, change at that as you're always on the 313 00:24:26.849 --> 00:24:30.769 latest version, you're always on the latest release, you've always you know, 314 00:24:30.849 --> 00:24:37.640 you're able to expand and contract, you're able to deploy and reverse that deployment, 315 00:24:37.920 --> 00:24:42.720 and you've got an infrastructure that is, you know, underlines continuity, 316 00:24:42.799 --> 00:24:48.119 resilience and is the you know, you mitigate any risk. So you maintain 317 00:24:48.160 --> 00:24:55.950 the integrity of that. What does the Doomsday Infrastructure Look like? And I 318 00:24:56.109 --> 00:24:59.710 said, you know, Boring Timothy, you sits in the corner, the 319 00:24:59.869 --> 00:25:03.230 risk guy, the no one has ever taken and you know, Note Dis 320 00:25:03.349 --> 00:25:07.500 Ole. Suddenly he's become some kings shipped ire or yeah, yeah, you 321 00:25:07.619 --> 00:25:10.579 know. So save us, Yelp us. What's from what me secure? 322 00:25:10.700 --> 00:25:14.140 My stuff is this fantastic. So that's where I see us doing now, 323 00:25:14.220 --> 00:25:17.819 is actually looking at the way we're going to work, look at their new 324 00:25:17.900 --> 00:25:21.849 habits that we're going to adopt, an imply looking at the new work patterns, 325 00:25:21.890 --> 00:25:25.609 the applications, the services. How do we mean the integrity of you 326 00:25:25.890 --> 00:25:29.410 the use of the device? How do we maintain the integrity of the connection? 327 00:25:29.490 --> 00:25:33.930 And we may detect the date. They're the systems. And then, 328 00:25:33.650 --> 00:25:37.720 you know, sales guys are adapting, marketing people are adapting. We do 329 00:25:37.759 --> 00:25:42.160 a more virtual events, of course. How do you you know, in 330 00:25:42.279 --> 00:25:48.279 distribution we talk about two currencies, margin and mind share. By and now 331 00:25:48.359 --> 00:25:51.349 it's all about the mind share. We still don't look after the margin, 332 00:25:51.509 --> 00:25:55.789 because the margin actually pays the bill, but the mind share is important. 333 00:25:56.230 --> 00:26:00.549 So we've adapted to build in mind share as opposed to look at for pipeline, 334 00:26:00.069 --> 00:26:03.539 and we look I talk about return on influence now as opposed to return 335 00:26:03.579 --> 00:26:11.339 on investment. And when people return to the next normal, that influence is 336 00:26:11.420 --> 00:26:15.779 going to work for you in gold, you know, and and that's what 337 00:26:15.900 --> 00:26:17.619 we've got to so we're going to think the way, you know, be 338 00:26:18.180 --> 00:26:21.849 with sales guys now and we're going to have five hundred sales guys for one 339 00:26:21.930 --> 00:26:25.250 company tread in the streets of London in the future? I doubt it. 340 00:26:26.130 --> 00:26:29.970 Or we might do is have fifty and we might have two hundred and fifty 341 00:26:30.089 --> 00:26:33.400 working like this. Yeah, that makes no sense, you know. I 342 00:26:33.480 --> 00:26:37.559 mean. So there's there are going to be some districcations, there are going 343 00:26:37.599 --> 00:26:41.920 to be some changes, there are going to be some opportunities. Going to 344 00:26:41.920 --> 00:26:47.079 be a massive opportunity for the channel here. So it's like work on return, 345 00:26:47.230 --> 00:26:51.910 on influence and build the people's mind share and then, you know, 346 00:26:52.150 --> 00:26:55.869 reimagining the future. What are those architectures look like? What are those reference 347 00:26:55.950 --> 00:26:59.269 architectures look like? But different, you know, for Disserc you know, 348 00:26:59.789 --> 00:27:03.740 I had my sister in law talked about waiting for an hour online on being 349 00:27:03.779 --> 00:27:10.180 queue website, you know, waiting for an hour online to be served, 350 00:27:10.859 --> 00:27:15.769 you know, for an e commerce transaction. And what what's that all about? 351 00:27:15.970 --> 00:27:19.210 That means they weren't set up from an application delivery or a good old 352 00:27:19.289 --> 00:27:25.210 low balancing perspective right to you know, give that say. They weren't right 353 00:27:25.250 --> 00:27:29.490 size. It is a capacity, you know, how much storage. An 354 00:27:29.569 --> 00:27:33.160 extra date there if we created where's that being stored? It might be Amazon, 355 00:27:33.200 --> 00:27:37.720 as you're Google or whatever. How can you get that back? Is 356 00:27:37.759 --> 00:27:40.920 it you know? Is it cost effective to get it back? If you've 357 00:27:40.960 --> 00:27:44.470 done it, Howard, the probably isn't. Have you got the right communications 358 00:27:44.549 --> 00:27:48.230 it was? So you know, there's lots of board rooms up and down 359 00:27:48.309 --> 00:27:53.869 the country, there's lots of boardrooms globally that are really looking at their technology 360 00:27:53.950 --> 00:28:00.140 infrastructure and saying, I don't think we had this right. The tape is 361 00:28:00.220 --> 00:28:03.420 still on the exhaust. We we either need a new car or we need 362 00:28:03.460 --> 00:28:07.740 to subscribe to a new car. We need a brand new exhaust and a 363 00:28:07.819 --> 00:28:11.700 redundant exhaust that we keep in the trunk just in case. So so I 364 00:28:11.740 --> 00:28:17.289 think there's a huge opportunity to go out into the channel and influence those that 365 00:28:17.609 --> 00:28:22.250 thinking. The second opportunity I see for us as we reimagine the future is, 366 00:28:22.450 --> 00:28:25.210 I'm you know, there's a big bet that there is going to be 367 00:28:25.250 --> 00:28:27.200 a dip. There's a big bet there is going to be some sort of 368 00:28:27.319 --> 00:28:32.720 recession and people should be ahead of that game also and adapt to that. 369 00:28:33.440 --> 00:28:41.950 And Technology, as always thrived in difficult trading circumstances, in recessions, yes, 370 00:28:41.549 --> 00:28:48.789 because we need to automate more and and we have and and obviously we 371 00:28:48.950 --> 00:28:53.109 need to improve productivity more if we're going to go through those difficult times. 372 00:28:53.109 --> 00:28:57.500 So I think the IT channel should come out at this stronger. There's a 373 00:28:57.700 --> 00:29:04.900 huge opportunity for vendors with good, innovative technology of solutions and there's great opportunities 374 00:29:04.940 --> 00:29:11.890 for the channel, so long as they have an exploited the situation and so 375 00:29:11.170 --> 00:29:18.529 and take an advantage of some distressful circumstances and they would have built up their 376 00:29:18.690 --> 00:29:22.250 brand image, their equity, their influence, you know, their mind share, 377 00:29:22.890 --> 00:29:27.240 and should really focus on those two areas as they reimagine what the future 378 00:29:27.240 --> 00:29:32.000 may look like. That makes sense. We're sexual much fine sidebury. I 379 00:29:32.160 --> 00:29:34.240 really appreciate it. You you to the time to be with us today. 380 00:29:34.519 --> 00:29:37.400 If anyone wants to get in touch with you, which is the best way 381 00:29:37.440 --> 00:29:42.309 to engage your bury, ill to reach out to you and just the normal, 382 00:29:44.349 --> 00:29:48.269 the normal ways, give you a call in yeah, whatever. You 383 00:29:48.390 --> 00:29:51.309 know, I always I don't really get my details out, not because I'm, 384 00:29:51.470 --> 00:29:55.380 you know, precious about I always think if people really want to get 385 00:29:55.420 --> 00:29:57.900 old of me, they will. HMM, and means that they I they 386 00:29:57.940 --> 00:30:02.059 didn't have my contact details and they found them out. Well, they do 387 00:30:02.259 --> 00:30:06.859 is I love a chat with them. Yep, that's well, many things. 388 00:30:06.900 --> 00:30:10.490 Once again, bury was as alo as a great pleasure to have you 389 00:30:10.529 --> 00:30:12.490 on this show today and you and thank you very much for having me. 390 00:30:14.890 --> 00:30:21.559 operatics has redefined the meaning of revenue generation for technology companies worldwide. While the 391 00:30:21.640 --> 00:30:26.319 traditional concepts of building and managing inside sales teams inhouse has existed for many years, 392 00:30:26.759 --> 00:30:32.559 companies are struggling with a lack of focus, agility and scale required in 393 00:30:32.640 --> 00:30:37.910 today's fast and complex world of enterprise technology sales. See How operatics can help 394 00:30:37.910 --> 00:30:45.470 your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenue 395 00:30:45.509 --> 00:30:48.829 acceleration. To ensure that you never miss an episode, subscribe to the show 396 00:30:48.910 --> 00:30:52.940 in your favorite podcast player. Thank you so much for listening. Until next 397 00:30:52.940 --> time,

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