Press "Enter" to skip to content

View from the channel

Adam Wilson, Chief Sales Officer, Aura

Q: How’s business; better or worse than 12 months ago? And how confident are you about the future?

A: Certainly better, much better. We have had month on month growth now for the past 12 months or so, which is really encouraging. We are extremely confident around the future, we have a wide value proposition that forms part of a larger ecosystem, all of which are very in demand and relevant in the current market.

Q: In what areas are you experiencing strongest demand?
A: The areas we are finding biggest demand is in our audio visual and unified communications area, alongside our workspace transformation offering. We spend a lot of time analysing and really digging deep into a customer’s organisation and really understand their needs, pains and future aspirations to ensure any technology investment is needed but also planned and implemented correctly.

Q: How have you changed/are you changing business operations to exploit new opportunities?
A: We are a very agile and innovative business – that allows us to pivot accordingly for market and customer demands. We have always been a consultative business, really ensuring any technology investment has a real world, strong ROI, never tech for tech’s sake.

Our business has always been around a technology ecosystem that allows agile working, removing friction and barriers giving the end-user the best experience possible, wherever they are based.

Q: What do you see as the biggest challenges facing channel businesses today?
A: Currently among the biggest challenges are the equipment shortage and long lead times.

Q: Could vendors and distributors do more to help you overcome them? And if so, what?
A: Everyone is suffering the same problem with regards lead times, the best approach is for everyone in the chain to work together, be open and honest to manage expectations accordingly. Good communication is the key here.

Q: If you could change one aspect of your job what would it be and why?

A: I’m lucky enough to say I love my job! I love leading and helping my team but also interacting with clients and partners, around the world. If anything, I just wish I had more time for everyone.