CRN Interview: Ingram Micro's Paul Bay On The Importance Of Being A Business Consultant

Is Ingram Micro actively pushing its channel partners to move more toward the business consultant role or are the partners moving that way on their own?

I think it's a combination of both. We're not going to push partners. We're going to provide the opportunity to be able to help them if they want to make that transformation and that transition. We do that in a number of different ways. We do that through our communities, we do that through our practices. So we have specific communities or groups around things like security, cybersecurity, data center, vertical markets. So if people want to get more specialized and get help to go through that process, we will help them with that. But we transact with tens of thousands of partners on a quarterly basis. And if what they want is a transactional relationship with us, that's OK. But [we're focused] more and more on how you become that business consultant and providing you business acumen to go be a better business consultant.