SPONSORED: According to Traci Maynard, Microsoft Executive at Axiz, this highlights just how important it is for distributors to be fully cognisant of the vendor’s rules and how these are applied.

“It’s common business practice for a partner to work with an end-customer to fulfil a business need, which will include a vendor’s software or hardware technology. This typically means that the partner reaches out to their distributor for a quotation – one which the partner wants elevated to the highest vendor contact – to ensure that the deal is the very aggressively priced,” she says.