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Ajay Sehgal, Executive Director, Lenovo India talks to us about the channel strategy of Lenovo in India.
What is Lenovo's channel strategy for 2023-24 in India?
Ajay Sehgal - Lenovo's channel strategy for 2023-24 in India revolves around working closely with multiple stakeholders and strengthening relationships with customers, system integrators, and vendors. As a 95% channel-led business, we recognize the importance of enabling our partners for success, and the Lenovo 360 global channel framework is completely revolutionizing the way we do business with our partners. Our goal with Lenovo 360 is to meet our partners in their transformational journey and also support them meet the evolving needs of their customers with our diverse portfolio and end-to-end solutions right from pocket to cloud offerings. This framework is part of our internal strategy to align all business units – the Intelligent Devices Group (IDG), Infrastructure Solutions Group (ISG), and Solutions & Services Group (SSG).
Lenovo 360 Engage creates new ways for partners to “learn and earn” at both the individual seller and company-wide levels. To empower and enable our partners we offer comprehensive training, certifications, and channel marketing playbooks. We are helping our partner via a three-pronged framework namely Enable where partners can simplify their everyday business tasks with our outcome-based solutions, automated marketing resources and sales enablement tools. Connect where partners can create closer ties across our partner ecosystem with access to a range of subject matter experts, specialist communities and events for sharing knowledge, and expertise and Grow where they can engage with our commercial incentives, competencies and accreditation programs to accelerate their own learning and enhance their revenue through our tiering structure.
Our partners can earn multi-level designations of Lenovo 360 Accreditation through a combination of reaching revenue targets and completed seller courses and certifications. Our Platinum and Gold Tier structure allows partners to earn new status designations. It also offers even more ways to earn for partners who want to branch out and sell across our Intelligent Devices and Infrastructure Solutions portfolios.
How do you empower the channel partners to benefit from the new digital technologies that are emerging today to scale growth?
Ajay Sehgal - Lenovo empowers channel partners to leverage emerging digital technologies and scale growth by providing comprehensive resources and support. Through initiatives like Lenovo 360 Circle, channel partners gain access to sustainability resources, enabling them to deliver smarter technology to customers worldwide. Lenovo recognizes the vital role of channel partners in delivering technology solutions to customers, and thus, ensures their success in a highly competitive market. By offering a robust network of channel partners, we equip them with the necessary resources for growth. This includes providing access to a comprehensive portfolio of services and solutions, intelligent devices, and infrastructure through the Lenovo 360 global channel framework. Through this framework, partners can easily leverage emerging digital technologies to meet customer needs and stay ahead in the market. Our new framework offers solutions that include.
- Workforce Productivity and Collaboration with our Digital Workplace Solutions which help with Remote Work Enablement and Complete Conference Room, Digital Work
- TruScale, our as-a-service offering for devices and infrastructure solutions offering flexibility and agility to customers.
- One can return older equipment through our Asset Recovery Services for new products that adheres to our sustainability standards. Lenovo also provides energy reduction and processing consulting services.
- Immersive Technology with our VR Immersive Design and Engineering products across education, automotive, healthcare, or other industries.
Our channel-centric commitment further reinforces the value we place on our partners, fostering a collaborative environment where partners can thrive and benefit from the new digital technologies shaping the industry. By empowering channel partners with the right tools, support, and resources, we enable them to capitalize on the opportunities presented by emerging digital technologies, ultimately driving their growth and success.
What other benefits do Lenovo channel partners get to ensure timely supplies in non-metro locations?
Ajay Sehgal - In addition to the comprehensive support provided through the Lenovo 360 global channel framework, our channel partners also benefit from timely supplies in non-metro locations. Lenovo understands the importance of ensuring smooth operations and availability of products in all areas. Therefore, we have implemented robust logistics and distribution networks that cater to non-metro locations, ensuring the timely delivery of products to channel partners. This ensures that partners can efficiently meet the demands of their customers in these areas and strengthen their market position. By prioritising accessibility and responsiveness, we support our channel partners in effectively responding to customer needs, ensuring seamless operations and customer satisfaction in both metro and non-metro locations.
What challenges do you face from the channel partners? Can you give an instance of how you resolve these challenges?
Ajay Sehgal - Focused on a bold vision to deliver smarter technology for all, we at Lenovo have built our success as the world’s largest PC company by further expanding into growth areas that fuel the advancement of ‘New IT’ technologies (client, edge, cloud, network, and intelligence) including server, storage, mobile, software, solutions, and services. As we undergo a transformation, our partners also seek our assistance in comprehending and simplifying our business structure, as well as supporting them with ease in running their own business operations. Partners asked us for a single platform where they can equip themselves with the right tools, resources, and incentives. With Lenovo Partner Hub (LPH) within the Lenovo 360 framework, we are working together alongside our partners. LPH allows partners to create proposals, track progress, and access training and support resources. Additionally, partners can leverage time-saving tools and customizable content, such as email series, social media assets, and downloadable materials. Furthermore, Lenovo simplified bid responses through tools like the Lenovo Bid Platform (LBP), which significantly speeds up response rates. Partners can now monitor their progress and achievements through the Lenovo 360 Engage feature in the Partner Hub, utilizing dashboards for requirements, progress tracking, and incentives. By addressing the need for simplified and streamlined processes and providing comprehensive resources, Lenovo is helping address these challenges thus enabling smoother business interactions and fostering stronger partnerships with channel partners and customers.