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NetApp Channel Chief Jim Elder: Big Changes, Opportunities Coming For Partners

Jim Elder tells CRN in a wide-ranging conversation about his priorities for NetApp in 2020, how the company is reorganizing its channels, and how it plans to compete against Dell EMC's new PowerStore storage line.

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Navigating NetApp In A Sea Of Change

NetApp is a company in flux. It has over the past year caught industry observers by surprise with a drop in revenue even as it continued to pioneer the seamless integration between on-premises and cloud infrastructures with technologies that manage data the same wherever it resides.

Some of the biggest impacts of these changes fall on NetApp's indirect channel community, which is where the company gets about 80 percent of its total revenue. That makes Jim Elder a key part of NetApp's forward-looking plans. Elder, a nearly-three-year NetApp employee who in September became the company's channel chief, has been working with partners on NetApp's new sales reorganization, future changes to its channel program, and taking advantage of its latest cloud-focused technologies to better serve clients while improving their profits.

Elder recently spoke with CRN to discuss the changes and their impacts on the company and the channel. He also touched on how big changes in the company's executive team will impact partners, whether NetApp Insight will be a live or virtual conference, and even on how partners can counter Dell EMC's new PowerStore storage systems. For a look at what's happening at NetApp, turn the page.

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