How to Sell Globally via Partner Networks. Cisco experience

The podcast explores strategies for building and growing effective partner networks when expanding into new foreign markets. Sergii Martynchuk, general manager of Cisco Ukraine, shares his experiences in developing channel sales across multiple countries, emphasizing the importance of understanding the different values at play: the value of the product to the customer, the value from the partner to the customer, and the value from the company to the partner. Martynchuk advises against relying solely on exclusivity agreements, especially in unfamiliar markets, and suggests direct sales initially to gather market intelligence. He highlights that partners value ease of sales and potential earnings, and that direct sales teams can help partners navigate competitive markets, while marketing investments and brand awareness are crucial for partner success.