Navigating the EMEA Channel With Distribution

The vast and diverse Europe, Middle East, and Africa channel is complex; distribution is the means of effectively operating in the region.

The technology marketplace in the EMEA region presents a fascinating tapestry of challenges and opportunities. With more than 100 countries, each featuring a distinct market, economy, and regulatory environment, successfully navigating this diverse ecosystem requires sophisticated distribution strategies and deep local understanding.

The complexity of EMEA’s technology market extends beyond simple geographical boundaries. Each market comes with its own cultural nuances, customer needs, and business practices. This diversity makes it increasingly challenging for technology vendors to effectively reach and serve their target customers across the region.

Distribution plays a crucial role in bridging these gaps. Modern distributors do far more than just move products from point A to point B; they provide essential enablement services and create value for both vendors and partners. Their deep understanding of local markets, combined with their established networks, makes them invaluable intermediaries in the technology supply chain.

Recognizing the evolving role of distribution, Channelnomics has partnered with the Global Technology Distribution Council (GTDC) to increase awareness of distribution’s strategic value. Through a series of workshops, they’re bringing together EMEA and global vendor and distribution leaders to address current challenges and explore future opportunities in the marketplace.

These collaborative sessions are uncovering how distribution is transforming to better support the channel community, particularly in the EMEA region, where significant changes are reshaping the distribution landscape. The initiative aims to develop new thought leadership in distribution strategies and best practices, helping to guide the industry through its ongoing evolution.

Watch the latest episode of “In the Margins” with Larry Walsh. It was filmed on location in Lisbon, Portugal, where he shares valuable insights gathered from meetings with vendors and partners across the continent. Learn firsthand about the transformative role of distribution in this complex technology ecosystem and how it’s shaping the future of channel business in EMEA.