Channel Awards 2024: Q&A with Jenny Austin, senior director of global channel marketing

In this Q&A, we talk with Jenny Austin, senior director of global channel marketing at OpenText, about the company's participation in the upcoming Channel Awards 2024.

Jenny shares her thoughts on the importance of the awards for the industry and how they help recognise the efforts and achievements of channel partners. She also discusses why OpenText values being part of this event and its role in supporting the growth and collaboration within the channel ecosystem.

Join us as Jenny provides insight into what the Channel Awards mean for the broader industry.

CRN: Why do you think events like the Channel Awards matter?

JA: "The CRN Channel Awards have been running for over 30 years and are the most prestigious and well-recognised awards in the IT channel in the UK. It's important to recognise the top performing companies in the various areas and sectors.

"It creates brand awareness for those shortlisted and of course the winners, and it brings teams together and increases employee morale. It's nice to see new companies cropping up and getting an opportunity for public recognition as well as the bigger players.

"And of course, for those attending the CRN Channel Awards will know that a great evening with colleagues and peers is guaranteed. The fun part is very important."

CRN: What would winning this award mean to your company?

JA: "It would a huge achievement for OpenText to win ‘Security Vendor of the Year'. We've been working hard to build brand awareness of OpenText in the cybersecurity sector as well as to grow and develop solid relationships with channel partners. This would be the icing on the cake and would make all the hard work from the entire team worthwhile."

CRN: What would you say is your company's proudest achievement over the past year?

JA: "It's been year a year for OpenText, during FY24 the company delivered total annual revenues of $5.8 Billion with 29% Growth. In May 2024 OpenText acquired Pillr, a cybersecurity MDR platform.

"This acquisition really strengthens the cybersecurity portfolio, providing partners with a one-stop shop for all their cybersecurity products and requirements. And not forgetting that OpenText has recently been included in the TIME World's Best Companies 2024 ranking.

"This is the second year in a row that OpenText has been named as one of the World's Best Companies by TIME. In summary it's been a strong financial year for OpenText, with a portfolio enrichment acquisition and it's also a great place to work."

CRN: What have been the biggest challenges of 2024 so far and how have you overcome them? How have your people helped with that?

JA: "Every year seems to get busier, higher targets, more activities and events needed. The direction of the economy, the political landscape worldwide, and the explosion of new developments and trends happening on the technology and business fronts.

"2024 is definitely up there. We have great internal teams at OpenText that are working flat out. But we couldn't be where we are today without our channel partners, they really are a true extension of the OpenText team.

"Working together daily and we try and create some fun along the way. We have one great winning combination – OpenText + our valued partners."

CRN: How do you think the channel has changed over the past year and what changes do you think it still needs to make?

JA: "There has been widespread consolidation of the partner base over the past year. Partners want to work with fewer vendors and therefore need to be more careful choosing vendors.

"They require vendors that are more flexible, innovative and willing to invest in the relationship through white glove services, professional services, and extra functions and benefits at no additional charge for partners' customers.

"The focus is on minimising the effects of partner base consolidation on end-users, while using the change as an opportunity to showcase differentiation and enhancing partner revenue and margin. This will continue as we head into 2025, vendors need to ensure they're staying ahead, listening and adapting to the needs and requirements of partners.

CRN: What do you see as the main opportunities for the channel in the coming year? How do you plan to capitalise on those opportunities?

JA: "There will be lots of opportunities with new technologies, just look at the explosion and noise around AI in 2024.

"Tech vendors have a duty to educate and inspire partners to drive new technologies forward. Collaboration will be essential with our channel ecosystem to ensure that we're creating fresh opportunities and new ways to deliver for customers.

"We will be working closely with our partners to ensure that we're educating and providing support, so they have the knowledge, insights and recommendations to provide a 5-star experience to the end customer."