Arrow’s new head of partner development talks about how understanding each partner and their unique strengths is key helping them to take advantage of the opportunities in the market.
Nicola Millar recently joined the UK cloud team for Arrow’s enterprise computing solutions business as head of partner development. She joins from Ingram Micro, bringing experience across the technology channel and strong insight into the channel partner and vendor ecosystem, including Microsoft.
News in the Channel: What are the key priorities for channel partner development at Arrow as the channel continues to evolve?
Nicola Millar: For me, it starts with really understanding each channel partner and what they want to achieve. That could mean building on existing strengths or creating a new practice entirely. Above all, the priority is focus. The market is full of opportunities, and the temptation is to chase them all, but the channel partners who grow are the ones that make deliberate choices and build a scalable business around them.
Q: What do channel partners need from distribution today as the market becomes more complex and opportunity-led?
NM: It takes more than access to technology. Working with Arrow adds commercial insight, vendor alignment, technical expertise, enablement and platform capability on top, the things that let a channel partner build and scale a service rather than purely resell a licence. For example, the potential across the Microsoft ecosystem is huge, but so is the complexity, and that is where we can add real value by cutting through the noise and showing what is genuinely relevant to their own business.
Q: How is Arrow helping channel partners navigate that complexity and identify where to focus?
NM: As no two channel partners are the same, none of this can be one-size-fits-all. Once we understand their goals, we shape the support around them, from training and workshops to go-to-market, Microsoft engagement or strategic planning.
We also ensure we regularly bring our channel partners together. Events, roundtables and peer discussions help build relationships, share approaches to common challenges and often open new opportunities for collaboration and growth.
Q: The sector is changing quickly, with rapid technological change creating new opportunities. How is this changing the way channel partners support end customers?
NM: The channel partner’s role is becoming more strategic. End customers no longer need someone to just supply technology; they also want help adopting it and getting a real return. AI is a good example, as the conversation has moved beyond the technology to readiness, governance, adoption and measurable outcomes, and security is the same. It is a shift from selling a product to guiding a journey, opening the door to deeper advisory, optimisation and lifecycle conversations.
Q: How does Arrow bring together vendor insight, internal expertise and enablement to help channel partners build capability in these growth areas?
NM: To have those conversations with confidence, channel partners need real capability behind them. Alongside strong vendor relationships, such as Microsoft, we have our own specialists and technical experts who get hands-on. No channel partner holds every skill in-house, particularly in areas moving as fast as AI and security, so we connect them to the people, enablement and resources that turn intent into action.
Q: What are the most important factors in helping channel partners turn opportunity into growth?
NM: Relationships are critical to converting opportunity into growth. The platform, expertise and enablement all count, but only when there is trust behind them. People still buy from people. When the relationship is genuine, channel partners are far better placed to create lasting value for their end customers.
Q: Looking ahead, what role will channel partner development play in helping channel partners build stronger, more sustainable businesses?
NM: Channel partner development will continue to help them keep pace with change without losing focus. As the Microsoft ecosystem evolves, that means making sure they have the foundations, relationships and support around them to adapt with confidence.
