47 minutes ago

Fierce competition is the number one challenge for partners

Shaista Ahmed, Director Channel and Ecosystem, Emerging Markets, Nutanix
Shaista Ahmed, Director Channel and Ecosystem, Emerging Markets, Nutanix

Summarise the business model of your business and your job role in the business?

At Nutanix, our business model focuses on delivering a leading hybrid multicloud platform that simplifies IT operations and accelerates digital transformation for our customers. As a channel leader, my role is to drive growth through strategic partner engagement, aligning our ecosystem with Nutanix’s sales, marketing, and customer success teams.

We lead initiatives to enable, support, and scale our channel partners, ensuring they are equipped to deliver value and drive joint success. By fostering collaboration, maximising partner potential, and delivering measurable outcomes, I help ensure Nutanix’s continued growth and market leadership across the region.

Describe the solution, technology, and services stacks of your business?

At Nutanix, our solution, technology, and services stack are built around simplifying hybrid multicloud infrastructure and delivering flexible, scalable, and secure IT solutions for our customers.

Our services stack includes professional consulting, implementation, and ongoing support to ensure successful adoption and continuous innovation, empowering customers to accelerate digital transformation and achieve business agility in today’s rapidly evolving technology landscape

What are the opportunities and challenges for channel businesses in today’s era of digital platform?

The Nutanix channel ecosystem benefits greatly from the seamless integration and strong support Nutanix maintains with its alliance partners. We have a vast technology partner network that includes platform providers like Dell, Cisco, Pure storage, leading cloud, and service providers, as well as over 1,000 validated ISV partners.

This powerful ecosystem enables partners to solve customers’ most complex challenges and position Nutanix as the core of modern hybrid multi-cloud architectures. In today’s market, fierce competition is the number one challenge for partners.

To stand out, partners must differentiate themselves by showcasing unique value that goes beyond selling individual products. The key to winning is delivering future-ready solutions offerings that address today’s needs while being adaptable to tomorrow’s demands.

What is the core competence and leadership skills required for a successful channel business today?

Some of the key competencies for building a successful channel model include fostering trust and alignment with partners and alliances while creating joint growth plans; ensuring agility and adaptability to deliver the right solutions to customers; focusing on long-term value creation through adoption, expansion, and renewal rather than solely on initial transactions.

As well as moving beyond product sales to deliver bundled, outcome-based offerings tailored to customer needs by leveraging a broad ecosystem of alliances; and harnessing data, automation, and targeted content to generate qualified leads in today’s digital-first buyer journey.

How should a channel partner engage with a vendor partner for a win-win, long-term partnership?

A successful, long-term channel–vendor partnership starts with mutual trust, transparency, and aligned goals. Partners should invest time in understanding the vendor’s strategy, product roadmap, and target markets, then align their own capabilities to complement and enhance those objectives. Collaborate on joint business plans, marketing campaigns, and customer engagement initiatives to drive measurable outcomes.

Maintain open, two-way communication to share feedback, market insights, and success stories. Commit to continuous enablement training teams, staying current on solutions, and co-innovating offerings. By focusing on shared growth, consistent value delivery, and a customer-first approach, both parties can achieve sustainable success together.

What are your recommendations for channel partners to be successful in the competitive market landscape?

To succeed in today’s competitive market, channel partners should focus on differentiation by offering value beyond the product delivering bundled, outcome-based solutions that solve customer challenges. Build trust and alignment with vendors and alliances through joint growth plans. Embrace agility to adapt quickly to market changes and evolving customer needs.

Prioritise customer success by driving adoption, expansion, and renewal for long-term value. Leverage digital tools, automation, and data insights to target the right opportunities and enhance the buyer journey. Invest in skills, marketing, and solution expertise to remain relevant, competitive, and positioned as a trusted advisor in hybrid multi-cloud.

Which aspects of your job role drive high levels of job satisfaction for you, and which aspects of your job role are challenging for you?

At Nutanix, I find great satisfaction in driving innovation and collaborating with a dynamic team dedicated to delivering cutting-edge cloud solutions that transform businesses. Helping customers overcome complex challenges and witnessing their success through our partners motivates me daily. The culture of continuous learning and growth paves the way for even greater achievements.

However, navigating the rapidly evolving technology landscape can be challenging and demands constant adaptation. Balancing competing priorities and aligning multiple stakeholders is essential to building a strong GTM strategy. Despite these challenges, the opportunity to make a meaningful impact in a fast-paced environment keeps me engaged and committed.

What are the skills required for your job role currently and how is this likely to change for you in the near term?

My role requires building strong relationships with partners and alliances to establish a working partnership based on trust and mutual interest. This enables me to collaborate effectively both internally and externally with partners and customers. Strategic thinking and problem-solving are essential to address complex challenges and drive business growth in a dynamic landscape.

Adaptability and continuous learning especially in AI integration, data analytics, and agile project management are crucial to keeping pace with rapid innovation. Strengthening relationship management and digital transformation expertise will also help me better support customers and partners in a fast-changing market.

 

 

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