Anthony Serino is president and founder of Serino Channel Services. Service providers and high tech vendors needing to build channel businesses will benefit from Tony Serino’s strategic perspective, tactical execution skills, contacts, and extremely deep first-hand understanding of the people and companies that comprise the high tech sales channels. His accomplishments and successes in channel-specific business roles and channel-development business initiatives provide testament … as do the statements made by clients as quoted within this website.  Tony Serino can help you build your channel business. Perhaps you can leverage some of his first-hand experiences as described below.

The channel is both complex and simple.  The simplicity stems from the fact that the people who comprise the channel, regardless of their role or demographic, share common, human characteristics. Understanding the motivational factors driving their individual behavior provides the solid foundation on which to build strong channel businesses. However, to understand what motivates them in their job, you must walk in their shoes.

Solution Providers and high tech vendors can benefit from, and leverage, the Practical Experience that Tony Serino gained from walking in the shoes of people holding these or similar channel-centric positions, including :

• Everything Channel, Director of Marketing, Solution Providers
  

  • During the height of the worst financial crises since the Great Depression, Tony Serino built a net new business entity from a net new revenue stream for Everything Channel. This Partner Marketing business entity provided net new end user pipeline development for Solution Providers and their vendor partners.

  • The yearly budget was exceeded in 8 months with revenue entirely from services not previously sold by Everything Channel.

• SyAM Software, Director of Channel Marketing
  

  • Helped identify and recruit this ISV’s channel.

  • Showed traditional VARs and Solution Providers how to build an MSP practice within their service business.

• Omtool, Director of Channel Marketing (a document management ISV working in partnership with Xerox, HP, and other global multifunction printer and print services vendors).
  

  • Established the channel program that motivated all Xerox sales people and authorized Xerox agents and channel partners and elevated the Xerox/Omtool product combination into a document management solution that solved the following two problems:

     

    • For the channel company… enabled them to avoid the price-based, low margin sales model common in the industry and elevate their relationship with end users from a priced-based vendor to high margin advisor.

    • For the end customer … enabled them to improve/refresh their printing/MFP technology at a lower cost point than maintaining the status quo.

• Serino Associates, Inc, Founder and President, Integrated Channel Marketing services
  

  • Established business partnerships and business development/lead generation programs for 110 unique high tech vendors, Solution Providers, VARs, and distributors.

  • Provides two basic services.

    • Channel consulting/business development services for vendors.

    • End user lead generation services for Solution Providers and their vendor partners.
       

• Avnet Computer (Solution Provider business unit), Vice President; Business Development

  • The first marketing Vice President in Avnet’s Solution Provider business unit. Responsible to build the new opportunity pipeline for the sale team selling to enterprise and mid-market end user accounts.

  • Solely responsible for all communications with clients throughout North America.

  • Established the company’s “LifeCycle Marketing” aftermarket “CRM” practice as well as many basic departmental processes.

• Avnet Computer (Solution Provider business unit), General Manager

  • P&L responsibilities for Avnet’s $24 million system integration flagship office

  • Managed a team of 20 field and inside sales reps and technical support personnel

• Hamilton/Avnet Electronics, Area Sales Manager for company’s largest single office (New England) and top area (Northeast)
  

  • Maintained the top sales office position (of 50 offices) for “about 32 quarters.”

  • During seven years of this eight year span our largest customer was a different company than in any other year because it was customary for vendors to “take the large accounts developed by their channel,” direct.

  • Built the company’s first computer-focused inside sales team to support field sales
    Established the first field sales position that solely sold IT computer solutions and sub-systems

  • Established numerous business development strategies and tactics eventually adopted as the corporate models
    

• Hamilton/Avnet Electronics ; Technical support

  • Presale technical support for a wide range of high-end microprocessors, ASIC devices, storage subsystems, software, networking devices, computer systems from many vendors, and services. The support was in a pre-sale environment with “industrial OEM engineers” and end user IT managers.

  • Sold comprehensive turnkey engineering computer solutions and service to design engineers for hardware and software development of microprocessor-based industrial OEM products
     

• Hamilton/Avnet Electronics; Technical support. Presale technical support for a wide range of high-end microprocessors, ASIC devices, storage subsystems, software, networking devices, computer systems from many vendors, and services. The support was in a pre-sale environment with “industrial OEM engineers” and end user IT managers.  Sold comprehensive turnkey engineering computer solutions and service to design engineers for hardware and software development of microprocessor-based industrial OEM products
  

EDUCATION & PROFESSIONAL DEVELOPMENT

MBA s Suffolk University, Boston, MA.

BBA, Marketing s University of Massachusetts, Amherst, MA.

Continued Education s Numerous formal management, sales and technical courses

PUBLICATIONS

Authored more than 25 articles published in industry periodicals

Date changed:  07/08/10