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Make no mistake about it: For years EMC built its business on the backs of a super-aggressive direct sales force. When EMC began to court the channel more than a decade ago, solution providers were skeptical that it could change its stripes. Surely, a culture does not transform overnight. But little by little, bit by bit, EMC convinced a select group of solution providers that it was serious about working with the channel. As a result, EMC created a small, very specialized and loyal channel that has helped the company nab many of our Annual Report Card awards.
But now comes the hard part. As EMC moves downstream hoping to build a broader channel, it needs to prove to thousands of solution providers, instead of hundreds, that channel is in its DNA. As the company brings together big customers and channel partners at...