Creating Customers for Life

Sandy Hogan

SVP of Worldwide Commercial and Partner Sales at VMware

Learning Objectives

Engaging with customers meaningfully and creating the right offers will get you sales. But delight buyers and offer strategic advice, outside the sales context, and you may secure a customer for life. Accelerated by increased cloud adoption, the channel industry has matured greatly over the last several years. But we're at a turning point. Partners must transform into cloud-driven organizations geared to a new SaaS-based world transformed by the pandemic. They must adapt to take advantage of demographic and technology shifts, new margin opportunities, and broadening ecosystems, all while at scale.


Key Takeaways:



  • Discuss how to transform partner experiences through a customer for life approah

  • Share point-of-view and learnings for how to create customers for life

  • Share best practices for channel partners to win in a SaaS world