Get the playbook on how to integrate your channel + Cloud GTM efforts with experts from Optiv, Crowdstrike, and Tackle!
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(upbeat music)
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- All right.
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Hey folks.
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I am welcoming everybody here to a practical guide
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to taking your channel programs to marketplace in 2023.
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And we are getting going here.
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So I wanted to kind of just get things going a bit here
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and put a little bit of background.
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We have two panelists with us today.
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I'm gonna let them introduce themselves in a moment here.
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We have Mike Peters from Optib, he's coming in from Denver.
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And we have Lindsey Bragman from New York City
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who is at CrowdStrike.
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And myself the co-founder of Tackle here here
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at Coming in from Puerto Rico.
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So I just wanted to kind of tee this up a little bit
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'cause I think there's some really cool background
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in where a channel has come and how it relates
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to cloud go to market and kind of built over the time.
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And so, most folks will kind of be dealing mostly
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with AWS where CPPO kind of took us
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and how it's kind of building to be
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with the premier channel system for cloud go to market.
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But it was released just a little bit of history here.
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AWS released CPPO in the fall of 2019.
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And it was a pretty manual process and it was pretty sticky,
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but it was revolutionary at the same time.
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And it was kind of neat to see that stuff happen.
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They quickly kind of added in 2020 and 2021,
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they added some self-service authorization features
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where you could do things more yourself.
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And then they actually added it
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into Amazon Marketplace Management Portal,
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otherwise known as AMP with self-service offers in 2021.
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And what I think is personally the most exciting part
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is as that was kind of building,
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just last month, Tackle provided
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or GA full support for CPPO ourselves.
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And we've actually been using CrowdStrike as a beta
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as well as some other kind of big companies as well.
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So it's been really cool to see the growth
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over really about four years of CPPO
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and channel reseller go to market building
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between leading ISPs and leading partners.
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And so hopefully we're gonna be able to talk about
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some of that stuff today and kind of hear
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what the best in the business are doing.
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And I wanna tie that in a little bit with data.
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Some people kind of say,
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hey, are many people doing this?
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Is it really picking up?
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Is there much?
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And if you haven't read it yet or you're unaware,
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Tackle is really kind of promoting
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the cloud go to market story.
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And we do a state of the cloud marketplaces every September.
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And so we interview hundreds of ISPs,
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partners and resellers,
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and we understand where they're going.
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And we have some really, really interesting data
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that comes through this year, specifically around partners.
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And many people kind of think back in the early days
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of when the reseller and the marketplace
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maybe were thought of as competitive
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and they thought of as it's gonna be one or the other.
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And it was really exciting this year
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when we looked at the data,
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over half, 55% actually of enterprises
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are now seeing the channel resellers
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as complimentary to marketplace and cloud go to market
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and not competitive,
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which I think is really, really cool.
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And even further, when we interviewed
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and talked to all the ISPs, 83%.
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So more than eight out of 10 ISPs say that
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marketplace deals next year will have
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some type of channel involvement somewhere.
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And this is a pretty massive shift, right?
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This is a huge shift.
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And it's being demanded by the buyers,
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the end customer, which we all are looking to delight
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and kind of work better with, right?
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And so it's really cool how the buyers are demanding it
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and the shift is happening and seeing how ISPs and resellers
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along with the cloud providers
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are kind of pulling this all together to bring it together.
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So it is really, really cool.
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And it used to be hard.
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And we talked about how three or four years ago,
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even just marketplace was hard,
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but marketplace with channel was really hard.
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And it's now become a lot, lot easier.
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And 80% of us and tackle in some really cool pioneering
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companies like Optive and CrowdStrike
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are kind of bringing this stuff together.
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So it's really neat to see how things are going.
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And where we're going.
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So hopefully we'll learn a lot here over the next 45 minutes.
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And I'm super excited to introduce Mike and Lindsey
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to chat a bit.
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So I'm gonna start with Lindsey.
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And it just, can you give a quick little introduce to yourself
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and your journey here a little bit,
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then we'll shoot over to Mike.
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- Sure. Hi, Lindsey Brigman.
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I am the manager of cloud and technology ecosystem
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alliance operations, which is a mouthful.
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But I joined CrowdStrike a little over a year ago,
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though that is not where my cloud journey began.
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In prior lives, I started in technology as a chat
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manager doing a lot of business development.
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And then I was at a reseller for a little while.
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So I'm very familiar with the other side of the house.
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And, but at the end of the day,
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my passion really is operations and process improvement,
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automation, using technology to increase our scale.
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And business capabilities.
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And I'm really excited to be doing that for CrowdStrike
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and the cloud team and technology tech operations as well.
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- Mike.
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- Hi, hi everyone.
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Great to be with you.
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Thank you, Brian and Lindsey.
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That's an exciting conversation to be a part of.
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My name is Mike Peters.
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I'm a VP of Partners and Alliances at Optif.
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Where I oversee our cloud marketplace strategy
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and execution internally, as well as relationships
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around that externally.
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Optif is a cyber advisory and solutions leader.
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So we work with businesses from kind of SMV
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all the way up to, you know, Fortune 10
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on their cybersecurity goals and outcomes.
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And we are both a channel reseller
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and a solutions provider.
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So we have re-selling capability paired with services
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around advising clients on what their needs might be,
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their roadmaps, deploying technology into their environments.
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And then I'm operating in a managed service context.
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So a little bit of an Optif, a little bit about me.
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You know, we're obviously very excited
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about the maturity and the evolution
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that Brian spoke about in terms of the marketplace
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and child partners.
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And so, you know, excited to be a part of this conversation.
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Awesome, very cool.
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So what's super cool about this conversation?
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We have the ISV and the reseller kind of
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that are working together.
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And so I love to hear both sides of this.
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So I'm gonna start out with kind of a couple
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of simple questions to frame it,
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but I'm gonna start with you, Lindsey,
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over on the ISV side of things.
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And, you know, give me a little bit,
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just talk about your company's cloud go-to-market crowd strike
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is very well known in marketplace
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and very well known in the space
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as leaning into the cloud, especially with AWS.
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And so how has your company's cloud and market journey been
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as it relates to marketplace
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and how has it been more recently as it relates to the channel
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as you've moved more and more into the channel?
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And what's your role in watching that kind of happen?
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Yeah, absolutely.
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So our cloud journey at CrowdStrike began
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about two or three years ago.
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And we started out really with white glove service
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for our internal teams, trying to get them, you know,
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to understand the cloud, understand the value
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that AWS provides to our customers
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and help them along the way,
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really hand hold the process along the way
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in order to push deals towards the marketplace.
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You know, I think in terms of our journey with channel partners,
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that changed significantly in the last year or two.
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You know, the value of the marketplace
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in terms of quick transactions, low-cost transactions,
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once you can get there with AWS,
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really shifted because ultimately,
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we are a 100% channel focus company
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and we can't do it without our channel partners.
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What the marketplace provides is fantastic.
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The value to the customers is great,
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but they don't do the support.
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They don't do the deal expansion in the same way
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that a reseller does or a value-added reseller,
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a partner like Optif.
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You know, we can't support our customers in the same way
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that a value-added reseller,
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especially local to that customer can do,
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nor does AWS.
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So we need both in order to be able to support
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our customers fully.
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And that's what we realized in the last year, year and a half,
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that the marketplace can do a lot,
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but it can't do everything and neither can we.
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So it's really changed and shifted our strategy into,
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you know, we still try and do white love for our sales reps,
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but we've shifted that to doing, you know,
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white glove service with our partners
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to make sure that the partners that we work with
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understand the marketplace,
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understand what it takes to set it up,
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how to execute accurately,
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and ensure that we're all working towards the same goal.
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And then if you can bring all three together
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to solve the customer's problems
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and help them solve the challenges
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that they're facing in their business,
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it gets even better, you know?
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So I think while we started out with volume,
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we've realized that the strategy has to be there,
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otherwise we won't be able to succeed together
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or separately.
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Yeah, for sure.
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Very cool.
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And I'd love to hear kind of the same thing
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because it's coming from the opposite side.
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You know, Mike, how as Optib, you know,
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came from the reseller, kind of leaned in
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one of the leaders of the cloud
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and driving this with cybersecurity and other fashions.
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Like how have you seen the channel in marketplace,
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go to market journey, kind of grow and relate to Optib?
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- Yeah, one interesting fact
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that I learned because I had not joined Optib yet at the time,
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but Optib executed the first CPPO opportunity at AWS
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in that 2019 timeframe, like you mentioned when it launched.
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So we've been along for the journey.
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We've kind of been along through some of the maturity curve
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and the learning curve of what partners,
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what partners can really bring to the marketplace ecosystem.
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And one thing that I love that Lindsey touched on was,
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you know, clients are really ultimately focused
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on outcomes and our case security outcomes.
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And it is hard to do that by just procuring
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a piece of technology.
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It is hard to do that by just, you know,
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migrating workloads to the cloud.
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And so there's some, there's some connective tissue
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that helps us to, you know, grow and expand
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and accelerate migration to the cloud,
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but also provide our clients,
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the people who are focused on security
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and their environments be comfortable and be secure
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so they can go and do what they do.
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- Yeah, for sure.
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It's definitely a relationship that's kind of building.
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Kind of going back to one of the things I was saying,
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you know, I think in the early days of marketplace
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and for sure in the early days of channel, you know,
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like that whole bit about it being competitive.
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I think, you know, you might have caught people thinking
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a couple of years ago that, ah,
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marketplace is going to take over the channel, right?
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And then, you know, everybody realized, man,
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there's billions and billions of dollars here.
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And there's a really special relationship
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between partners and resellers and the end customers.
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And so it's kind of interesting.
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And I think it's just worth chatting a little bit, you know,
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like resellers and ISVs clearly have a very special relationship
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and provide value back and forth.
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And maybe I'll shoot over to Mike here just coming from that.
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But speak a little bit more about resellers
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and ISVs and the relationship and how together it's better
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for the customer versus going direct.
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- Yeah, it's, it's, it's interesting.
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A lot of the same tenants apply if you're looking at
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the legacy routes to market versus cloud marketplace.
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And, you know, I think what our partners kind of look to look
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for from us, I characterize as reach relationships
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and revenue ultimately.
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So the ability to be, you know, in the office,
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walk in the hallways with key clients up and down
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market segments, to have those great relationships
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to become a trusted advisor.
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You know, we operate across the spectrum of cybersecurity
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across various domains.
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And so whatever, whether your challenge is around,
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you know, perimeter, endpoint, identity,
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you know, communication security,
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we have the right relationship.
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So we have the right knowledge to point our clients
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in the right direction.
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And we have the, and we have great partnerships
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with folks like, like Linsic at CrowdStrike,
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such that we can execute together to deliver,
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to deliver those outcomes.
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And then, you know, when we think about it
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from an AWS perspective or a cloud marketplace perspective,
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as they're thinking about enabling
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and accelerating the migration of workloads,
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the further migration of workloads in the cloud,
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that becomes really important.
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That like between, you know, between Linsie and I,
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becomes really important for them to be able to accelerate
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and reach their goals and kind of win that share race.
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So that's kind of how I, that's how I kind of figure it.
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And that's what we try to do to really be as valuable
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part of the emerging ecosystem as we are kind of
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in the legacy routes to market.
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- Yeah, awesome.
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And when is the 11 to hear your side too?
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Because it's interesting, like many people know,
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and probably a lot of the folks here, you know,
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CrowdStrike's been a leader in the marketplace.
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They've leaned in a lot, and they leaned in early,
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and they've let a lot of cool things.
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But more recently, you've become very, very channel focused.
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So yeah, like, you know, that changed clearly
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over the last 12 months or 18 months
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that CrowdStrike has been really cool
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and seeing that lean in and, you know,
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talk a little bit about how the, you know,
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adding the channel to the majority of your cloud
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and the market has made a difference.
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- Yeah, I mean, I think, you know,
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the value of marketplace in terms of transactions
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is pretty clear, you know,
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they, customers can burn down their spend.
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We can transact quickly.
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The automated billing is certainly great
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for our revenue operations team
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and our, you know, our backend teams on the finance side.
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But ultimately, again, like I said earlier,
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it does not solve all the problems for the customer.
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We're in the solution selling business, you know,
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we're in the business of finding the pain point
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for our customers, working with great partners
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like Mike at Optiv to find a holistic solution for them,
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especially on our technology integration side.
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There's a lot of synergy between the integrations
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that we have for our customers.
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There's a lot of duality in terms of the relationships
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that we have on the tech side and the cloud side
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and the partner side.
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So when you can bring all of those,
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all that knowledge set together to help solve a problem
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for our child, for our customers,
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we're really coming at it from a place of support.
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And ultimately, while AWS and the migrations and the data
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and all of that stuff is good
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and that's a great transaction vehicle,
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it just doesn't solve all the problems
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that our customers have.
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And in order for us to really support our customers,
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the way that we want to, we have to involve resellers.
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You know, resellers help us expand our reach,
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expand, you know, land and expand within a customer's environment.
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And we can't do it without them.
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You know, we have a relatively small sales team considering
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we can't be everywhere at once.
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We need people like Optiv and, you know, partners like Optiv
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to help us continue to expand within organizations
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and for net new logo generation as well.
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And it just doesn't all happen with AWS
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as much as that would be, you know, interesting to see,
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it just isn't the case.
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And so, you know, about a year ago,
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we made the change of policy-wise internally,
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making sure that we involved, you know,
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value-added resellers in every sale.
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We can't just do it by ourselves.
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And so between policy and process,
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that's really where we pushed internally to make sure
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that, you know, we're supporting our customers
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the way that we need to and the way that they want
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to be supported.
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We don't do the implementation.
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We don't do the support calls.
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We don't, you know, if we can do L1 support with them,
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great, you know, we're trying to find the value
17:56
everywhere that we can so that our customers receive that,
18:00
like the spend burden down with AWS.
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But again, it's that services and support and expansion
18:08
that we require our partners to be engaged with our customers.
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And we just can't do it alone.
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And so, yeah, from a policy perspective internally,
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we really pushed it.
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And it's been working really, really well,
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especially in the enterprise space.
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- Yeah, that's cool.
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I know that was a huge change
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and kind of set some shockwaves through.
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And of course, it's like every deal's gonna be a CPBO deal.
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You know, but some other massive companies
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have also taken on a very similar approach, you know,
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WIS and a few of these others that we work as close to.
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It's pretty neat that like you,
18:41
you're kind of leading the way,
18:42
as you did with some of the other stuff,
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but it's pretty amazing to see
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some of the other folks following.
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So, yeah.
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So obviously these things aren't easy.
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Like this is hard.
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Like we're trying to put a lot of people
18:54
in a lot of companies and, you know,
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companies that have been around for a while
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and doing things, you know, I mean,
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this is a bit of a softball,
19:01
but everybody always loves to, you know, to hear about it.
19:04
But, you know, like what were one or two things
19:06
that over that past year?
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And I guess we can try to keep going with you, Lizzie.
19:10
But what were one or two of those big rocks
19:13
that were you, when the policy changed,
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it was like, holy smokes,
19:16
we need to kind of really work through this.
19:18
Or is anything come to mind as like,
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what was the challenge
19:20
and when you were kind of trying to build
19:22
this more repetitive motion at scale?
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Like you knew you could do it a little bit,
19:26
but like you were down,
19:27
now I'm gonna start doing this at scale.
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- Yeah, so I think for us,
19:32
the scale is still challenging, you know what I mean?
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But, you know, some things that I would say
19:40
is making sure you have people
19:42
who really understand cloud,
19:45
understand the value of both sides.
19:47
You've got an operations team that can execute,
19:52
you know, one of the real challenges that we face
19:55
is that regardless of the size of an opportunity
19:57
or the size of a marketplace deal,
19:59
the work is the same, you know?
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There's still a lot of back and forth
20:04
that needs to happen, even with an MPPO,
20:07
you know, even with a direct purchase.
20:09
It almost doesn't matter.
20:11
If it's a $10 deal or a million dollar deal,
20:14
what we do is the same.
20:16
So you've got to have people who understand the nuance
20:19
of, you know, what you're sending,
20:22
making sure that when you're sending something
20:24
to a reseller, it doesn't look the same
20:25
as what you're sending to a customer, you know?
20:29
And it's definitely been challenging,
20:32
but we have pushed very hard on AWS and tackle
20:37
to support this line of business, you know,
20:39
to support this way of purchasing
20:42
and increase our own productivity, you know?
20:45
Updating your app so that we can do everything
20:47
in a single screen or even in Salesforce directly
20:51
and decreasing the amount of manual entry that occurs.
20:56
I mean, I'm on the operations side,
20:58
so I definitely get into the nitty gritty,
21:01
but unfortunately that's where errors occur.
21:03
Your listing setup is also really important.
21:06
How you, you know, how you relate all of your SKUs
21:11
that you have in your portfolio to a single listing in AWS
21:16
or in JuicyPewe however you want to transact.
21:21
That has definitely been a challenge
21:24
and a work in progress.
21:26
You know, it's very wabi-sabi.
21:28
There's no perfect way of doing it
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and it's always changing and moving.
21:33
So being able to scale, make changes quickly
21:37
and have a team who really understands the back end
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of how this needs to work
21:42
so that we can troubleshoot quickly.
21:45
Those are, yeah.
21:48
- No, that's awesome.
21:48
That is true.
21:51
There is a lot of data moving around
21:52
between the groups, which is hard,
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when you're now passing data between two
21:56
or three, you know, three legged stool instead of a two legged stool.
21:59
- Yeah, and enablement.
22:00
Enablement is also really, really important.
22:04
Enablement for our internal sales team
22:06
to understand the value, what it is that we're doing.
22:08
'Cause really it's revenue recognition
22:11
is what the marketplace is doing.
22:13
You know, traditionally you would say,
22:15
okay, maybe it's a deal desk or quoting,
22:18
but it's not, it's actually finance.
22:21
So it's really, really important to make sure
22:24
that you've got a lot of checks and balances,
22:26
that you have a team who's able to execute quickly
22:30
and accurately, and that we make sure
22:33
that the partners that we're working with
22:35
have our support to help set up their own teams
22:39
to help support the marketplace.
22:41
'Cause it's definitely operationally more heavy
22:45
than just invoicing.
22:47
- Yeah, it can't just be kind of, you know,
22:49
directionally correct, it has to be to the penny.
22:52
- Exactly.
22:53
- Totally.
22:54
Yeah, so Mike, I'd love to hear your side.
22:57
You know, I'm, you know, newly promoted,
22:59
the VP of Alliance as a partner is over that Optif,
23:01
which is super exciting.
23:03
You know, you're obviously maybe weren't involved
23:05
in this as much in the past,
23:06
but you're really looking at it.
23:08
So what are the things that you're working on now,
23:11
or going to be working in on it in the next 12 months
23:13
to really get this stuff working?
23:14
Like what's in the queue to kind of really ramp up,
23:18
you know, get through some of the challenges
23:20
and ramp up Optif to kind of be the leader in this space?
23:23
- Yeah, yeah, thanks Brian.
23:26
Some of the same things that Lindsay just said
23:28
really apply to Optif, right?
23:30
It's just another kind of leg of the stool,
23:34
but we're still, we're very much tied together.
23:38
So, yeah, I did, one of the first things that I did
23:42
when I joined Optif a couple of years ago
23:43
was undertake kind of a cloud marketplaces strategy exploration.
23:48
Which was okay.
23:50
You know, CTVO is live, where as AWS,
23:54
there is GCP, there's Microsoft, there are others.
23:57
How do we kind of navigate that,
23:59
from our perspective as really being like client focused?
24:03
And so it's harder for us to kind of pick and juice
24:07
what we want to do, 'cause ultimately, you know,
24:10
if a client environment is in one versus the other,
24:13
it's gonna impact like what they wanna do.
24:15
So the strategy is kind of three main pillars
24:20
of what we're going to try to accomplish over the next year.
24:23
I think one of the biggest things is simplification
24:26
for our clients.
24:27
And that goes right into operational excellence,
24:30
which Lindsay just kind of spoke about all the key elements
24:33
of that, which really do apply to us as well.
24:36
But if we're able to make transacting the marketplace
24:42
kind of seamless and efficient for our clients
24:47
as kind of live up to the promise of the cloud marketplace,
24:51
then we can add a lot of value there
24:54
and kind of simplify it for both our technical buyers
24:57
and the procurement aspect.
24:59
And then that leads into kind of confidence
25:03
with our technical buyers and our sales deal,
25:06
which Lindsay else is both.
25:07
Are they comfortable with the content?
25:12
Are they comfortable doing something a little bit differently
25:15
than they have done throughout most of their careers?
25:18
And so once we've established that in operational excellence
25:23
and I think at this point, we have it, we need to scale it.
25:26
So that's our next year.
25:29
Then we can start to really be more proactive out in our clients
25:36
with helping them migrate their workloads,
25:41
secure their workloads and kind of grow with their,
25:45
the security organization is growing with the broader enterprise.
25:48
And then the third part is really working with partners
25:54
like tackle and AWS on building a really strong relationship
26:02
as we're all recognizing, I guess maybe opt has been saying it
26:07
for longer, but just the value of the channel partner
26:12
and how we can make like make the four kind of parts of that
26:17
all indispensable and all driving toward the same outcomes
26:22
for the client, which then ultimately, you know,
26:25
drive success for everybody.
26:28
Yeah, yeah, it is, it is interesting times for sure
26:33
as all the stuff is kind of changing, but that is,
26:36
that is cool.
26:37
Excited to see where that stuff kind of goes.
26:39
So, you know, this is kind of the, the, the topic that everybody's
26:43
talking about forever, but you know, the economy's changed a ton.
26:45
In the last 12 months, I think, you know, the entire, you know,
26:49
software world went through a fantastic party in 2020 and 2021
26:53
and, you know, had a little bit of a hangover in 22.
26:55
And now everybody's shaking it off going, okay,
26:57
what are we doing here?
26:58
And so, we'd love to just hear, you know, with, with being forced
27:02
to do more with less, you know, and, and being forced into a more
27:06
efficient mode, I guess, you know, what is, what are some of the
27:11
things that you're thinking like with the economy changes as
27:14
much?
27:15
What are, what are some of the things that you're looking at a
27:18
little bit differently?
27:19
Maybe then you were six months ago with respect to the economy
27:23
changing, maybe the way buyers are even buying, right?
27:25
Because buyers are buying differently than they were a year ago,
27:28
right?
27:29
And, and how that applies to the, to the channelized relationship as
27:32
it goes.
27:33
And, yeah, Lindsay, you can kind of go first.
27:36
Sure.
27:37
So, you know, the, the economy has certainly been challenging this
27:41
year.
27:42
I think customers are looking at what are their highest value
27:47
services and solutions that they need to keep business going.
27:51
And maybe some of those more, you know, optimization sort of deals
27:56
are kind of falling by the wayside.
27:59
Fortunately, security is not really something you should skimp on,
28:05
especially now.
28:07
So we're, we're in a pretty good place on that front.
28:11
However, being able to be flexible for our customers is really
28:15
important to, you know, change maybe the deal for the,
28:19
you know,
28:21
change maybe the deal structure for our customers and be a little bit
28:24
more flexible rather than, you know, a single annual payment.
28:27
Can we break that out into monthly payments or, you know, kind of
28:31
change, change some of, some of the way that we transact on that
28:34
front.
28:35
And from an internal perspective, automation is really where we
28:39
need to go.
28:40
You know, we need to get everything into sales for us.
28:43
We need to reduce the amount of bodies and people who have to
28:46
touch individual opportunities. We need to be able to scale quickly.
28:51
And tackle has really been a fantastic partner to help us get
28:55
there.
28:56
You know, at the volume of transactions that we do, if we had to
29:01
do that one by one by one, you know, manually entering all
29:05
different stuff, going into three different portals to try and
29:09
close out one deal, it's just not efficient.
29:13
And it's not efficient. And it takes a lot of skill.
29:17
You know, it takes a lot of understanding of the why.
29:20
Why is this happening in this deal? You know, you got to
29:23
understand a lot about the business itself before we even start
29:27
transacting on the marketplace. So scale automation, making things
29:32
faster.
29:33
You know, auto reconciliation even is, is another one that we're
29:37
looking into for this year.
29:39
And so we're looking at how we can do that.
29:44
Just trying to optimize our time as best we can so that the
29:48
creation and sending out of private offers is faster so we can
29:52
then take our people who have been focused on that for the last
29:56
two or three years and move them to focusing on optimizing the
30:00
rest of our business and just have that running and able to run
30:04
in a much more lightweight fashion as opposed to, you know,
30:08
the cost of the business.
30:10
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30:13
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30:16
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30:19
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50:42
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50:43
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50:44
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50:45
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50:47
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50:49
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50:51
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50:53
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50:55
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50:56
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50:57
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50:58
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50:59
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51:00
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51:03
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51:21
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56:19
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56:20
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56:21
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