CROWDSTRIKE’S CHANNEL AND ALLIANCE STRATEGIES: A DEEP DIVE WITH JON FOX

Last week we had the pleasure of hosting Jon Fox, the APJ Channel and Alliances Vice President at CrowdStrike, on the Sell Like You podcast as part of our tech sales series! 

With over 20 years of experience in the industry, Jon has seen the tech world evolve from both distributor and channel perspectives and shared invaluable insights into the world of tech sales and alliances. 

Like many, Jon's entry into the tech sales world is anything but conventional - originating from the north of England, Jon left school early to pursue a career as a professional golfer. However, when that chapter closed, he found himself exploring new avenues after a friend's suggestion to try sales opened up a new path. 

I was keen to get his perspective on the channel, alliances, relationship building and the key differences between ‘good’ and ‘great’. 

"Channels and alliances are the backbone of tech sales - it's about forging strong relationships between vendors, distributors, and partners to foster mutual growth." 

Jon emphasised that the foundation of these relationships is built on trust and mutual understanding. He pointed out that a successful channel strategy hinges on the ability to create and nurture these connections, ensuring that all parties are aligned and working towards common goals. 

"Without trust, it's hard to navigate the complexities of the channel, building strong relationships is essential for overcoming hurdles in lead generation and deal registrations." 

From our experiences in the industry, transparency and consistent communication are vital in building trust. A successful channel strategy hinges on the ability to create and nurture these connections, ensuring that all parties are aligned and working towards common goals.  

Without trust, navigating the complexities of the channel becomes challenging, and building strong relationships is essential for overcoming hurdles in lead generation and deal registrations. 

Jon has had the opportunity to observe many salespeople both within his team and among partners and his view on the difference between a good and a great salesperson lies in their ability to understand and adapt to the technical aspects of their conversations. 

“Being knowledgeable enough to engage in meaningful discussions and knowing when to bring in subject matter experts is key” 

Great salespeople don't just pitch products; they become trusted advisors to their clients. They understand the technical details and can translate those into business benefits, knowing exactly when to involve technical experts to add value to the conversation  

*I relate to this as being the ‘central cog’ and pulling in relevant people as needed to add value and expertise. 

This ability to navigate both the technical and relational aspects of sales is what sets the best apart from the rest. 

Jon's insights remind us that in the world of tech sales, success is as much about the relationships we build as it is about the products we sell.  

His journey from aspiring golfer to tech sales leader is a testament to the power of building long lasting relationships, being adaptable and continuously learning. 

Be sure to hit subscribe on the Sell Like You Podcast HERE to catch the full episode when the series is released soon.