thebiginterview


What do you see as the biggest opportunities and challenges? We see a big opportunity this year in growing the managed services business with our partners. We’ll be bringing forward a new unified managed services value proposition, and we’re really excited about the prospects this holds for our partners to offer a comprehensive range of managed services that will meet a broad range of customer requirements. In terms of challenges, product shortages and rising prices


will be the short-term issues. We’ll be working with our partners this year to help them manage their way through that. Managing credit and risk is a constant challenge as well, and here too, we’ll be doing our utmost to support partners.


What are your key priorities? For me, our people and our partners are at the core of everything we achieve. Terefore, my first immediate priority is to drive sustainable growth by strengthening the value we deliver to our partners. My second immediate priority is maintaining a motivated and well-supported team. Te third key focus is deepening our collaboration with our colleagues in Germany. By working more closely together and drawing on their extensive resources and expertise, we can accelerate innovation, improve efficiencies, and bring even greater benefits to the UK market.


What about the longer term? How do you see the channel developing? We have ambitious targets, and the only way we can achieve them is by delivering great service to our partners. We are well known, but we need more prospective partners to understand what we can do for them. For partners, I see managed services and service aggregation becoming more important. Efficiency and automation will also become more critical for partners, removing costs and making it easier for them to concentrate on profitable revenue streams.


How do you see AI changing things? AI will be transformative. Internally, we are using it to make processes faster and more efficient. Ensuring compliance and ethical use of AI is very important, and partners still need to understand how they can turn AI into a real business. We’ll


explore these themes at our partner event in June and have some excellent speakers lined up.


What would you say is the biggest lesson you have learned? Tat looking aſter people is paramount. Mental health and well- being really matter, and the culture and approach of a business make all the difference. I’m fortunate to work for an organisation that encourages individuals to take responsibility and trusts them to get their work done, when and how it suits them. It’s important that people do the work because they want to do it, not because they have to do it.


What has been the best piece of advice you’ve been given? Quite simply, you should treat everyone as you’d like to be treated.


What advice would you give to someone new into the channel now? Get up to speed with AI and embrace it in every aspect of your work. It will make you and your business more efficient and help you get more done.


What would you say you have achieved? Is there anything you might have done differently? I’m just pleased that – with the support of others – I’ve been able to learn and progress, and I am honoured to have been given the opportunity to lead such a great team of people within such a positive and forward-thinking organisation. It is easy to wish you’d done something differently. Maybe there was an opportunity to set up my own business aſter I gained such valuable experience running the Dentons Consumables business, but I honestly don’t have any regrets.


What’s next? What else would you like to achieve? Right now, I am 100% focused on supporting our partners in growing their businesses and achieving our strategic objectives. From a personal perspective, I would like to be recognised as having made an impact and played a part in bringing about meaningful change and progression for Synaxon and our channel partners. I’m still working on that.


“We work as a team and have an open, non- hierarchical structure in which everyone is encouraged to speak their minds, take ownership and make decisions.”


www.pcr-online.biz March/April 2026 | 15


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