ARTURO VARGAS , Channel Director , Avaya Mexico and Central America and the Caribbean Regions , explains how strategic partnerships drive growth and customer value in the diverse Latin American market .

Being a channel director in this setting is akin to conducting an orchestra , with the company ’ s strategy serving as the score and the business partners comprising the channel ecosystem acting as musical instruments . Each partner plays an indispensable role in creating harmony ; a missing note can disrupt the execution of your strategy . Therefore , it is crucial to develop individual growth plans tailored to each partner ’ s interests and profile , while ensuring these plans align with Avaya ’ s strategy .

Like a skilled conductor , the channel director is responsible for orchestrating the timely implementation of these individual plans co-ordinated with annual results . To achieve this , it is necessary to establish training , demand generation and incentive programs structured like LEGO pieces . This way , channel managers , in collaboration with their partners , can create customized plans and monitor the expected ROI through MBRs and QBRs .

Another significant responsibility in this role is to function as a skilled mediator , reconciling the various legitimate interests of each party in pursuit of mutual growth . The primary objective is to safeguard the interests of the commercial relationship , which is to provide our clients with the most efficient service through the best value proposition .

However , to be an effective mediator , it is imperative to cultivate trusting personal relationships , which can be achieved through well-defined policies , transparent account leadership , the commitment of senior management , all while keeping a focus on a customer-centric Go-To-Market strategy .

Can you explain how your company works with channel partners ?

The channel program serves as the cornerstone for achieving our growth mission in the Latin American market . It stands as the most cost-effective option for meeting the diverse needs of our customers across a vast territory while ensuring swift time-to-market , a critical factor when actively supporting our customers in their business innovation processes .

Avaya ’ s Edge Reseller program is structured around Solution Tracks and encompasses three program levels : Emerald , Sapphire and Diamond .

What is your management philosophy ?

My management philosophy centres on fostering mutually beneficial partnerships with our partners . We focus on identifying areas where we can jointly create valuedriven propositions for opportunities , customers and / or markets .

In Latin America , it is commonplace for commercial relationships to be both collaborative and competitive . Often , collaboration occurs until an opportunity arises where competition becomes necessary . As long as both sides adhere to good practices and maintain respect for boundaries , this dynamic need not negatively impact our mutually profitable business endeavors . Prioritizing areas of alignment allows us to maximize ROI and maintain a pragmatic approach , benefitting our clients .

Do you work differently with channel partners in Latin America compared to other regions ?

In Latin America , personal relationships with senior managers of our key business

Arturo Vargas , Channel Director , Avaya Mexico and Central America and the Caribbean Regions

INTELLIGENT TECH CHANNELS LATAM 47