Interview
machine learning, augmented reality, and document digitisation are just some of the technologies that offer potential for organisations to become more efficient.
How does Epson ensure alignment between its sales and marketing efforts and those of its channel partners? Epson has a 100% channel approach and as such we rely on our partners to take our value offering to market. As such we work very closely with our partners to understand their business and how they deliver value to their customers, and we align our resources to create a bespoke marketing approach to enhance their offering through strong business planning and open and effective sharing of best practices. Epson’s proposition is focused on environmental sustainability,
specifically through the reduction of energy consumption, CO2 emissions, waste, and intervention. It’s a wide topic and as such we support our partners by educating them on the specifics of how Epson’s heat-free technologies can support their customers in their transition to becoming more sustainable. Te Epson Optimisation report helps our partners demonstrate the tangible values of our technology to their end-user customers equivalent laser technology. As an indirect sales organisation, Epson’s marketing program
relies on cooperating with the channel to relay both theirs and our messaging. And while the size, scope, and flexibility of marketing collaborations we can offer will generally be higher for key or growth partners, we have close relationships with all our partners and there’s nothing we won’t take into close consideration with them.
What are Epson’s goals for growth through the channel in the coming year? Over recent years we’re proud to say that the Epson office print offering has become more prevalent in the market and as such we are aiming to continue with the fantastic growth we have seen. Our new A4 line-up of the WorkForce Enterprise AM-C series means Epson now offers a more balanced deployment for continually changing work environments, and I’m really confident about the success of this range in the coming year. We couldn’t achieve this growth without the support and partnership of our channel partners, so supporting them is at the forefront of everything we do. We’ve recently created a number of new roles and enhanced
our end-user sales team to educate the market on the benefits of our technology and make our wider product portfolio more accessible to end-users via the channel. By doing this we hope to offer more opportunities for our partners and expand awareness of Epson’s solutions.
What specific challenges do you see for selling channel partners in today’s market? Inflation, interest rates and the overall current financial global economy are not helping, so partners are looking for new ways to add value to their customers. Epson’s technology provides a unique offering in the market, which has to some extent helped them to continue their own business growth. I’m honoured to take on this new role and my team and I look
forwards to further supporting our partners in shiſting more businesses from laser to inkjet.
50 | May/June 2024
www.pcr-online.biz
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