Ashby Lincoln, with 35 years of IT industry experience, shares how honesty and technical expertise have been the foundation of his channel business for over two decades.

• Building a successful channel business requires bringing value to both customers and OEMs
• The Verinext approach focuses on truth-telling ("veri" = truth in Latin) and understanding customer needs before recommending solutions
• Channel ecosystem will transform through AI from transactional to business outcome-driven experiences
• Market will double in next five years with greater focus on marketplaces, cloud, and as-a-service models
• Effective OEM partners provide simple channel programs, field sales support, relationship-building approach, and backend incentives
• Constantly reinventing yourself is essential to staying relevant in the channel

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