Google Cloud Puts Spotlight on Channel

Diverges from some other big-name tech players as it leans into solution providers for growth

As Dell, Microsoft, and other vendors consider ways to increase direct sales, Google Cloud is going in the opposite direction. This month, Google Cloud CEO Thomas Kurian revealed an ambitious channel strategy that includes a plan to attach channel partners to 100% of the company’s customer engagements.

Describing Google Cloud as “very committed to the partner ecosystem,” Kurian told CRN that his strategy hinges on increasing sales by co-selling with the company’s “tens of thousands” of partners. Under the initiative, each new customer engagement will involve a partner in some capacity, whether it’s discovering the client, driving the deal forward, or closing the sale.