Mamdouh Ismail, the Regional Channel Leader for META at Extreme Networks, says with so many partners and vendors operating in the region, differentiation is critical
Could you share an overview of your career path to date, highlighting the pivotal moments or achievements that have shaped your leadership within the IT channel?
My career in tech began in 1997, and from the start, I’ve made it my mission to understand the industry from every possible angle. I’ve stepped into roles in engineering, account management, channel strategy, and sales leadership across the META region. That journey gave me something few others have: a 360-degree view of the channel. I’ve seen deals from both the technical side and the business side, which means I know how to connect strategy with execution.
Working closely with partners in diverse markets gave me a deep appreciation for cultural nuances, vertical needs, and real-world challenges. Over the years, I’ve led major go-to-market launches, exceeded ambitious targets, and closed milestone deals that shaped regional momentum. I’ve also been honored with company awards and industry recognition. But what I value most is the opportunity to lead with impact and help our partners succeed. I still enjoy this job because it’s about building relationships that grow into long-term success stories.
As a key channel influencer within your company, what are your primary roles and responsibilities in shaping strategy, driving engagement, and fostering growth within the partner ecosystem?
At Extreme Networks, I take our global channel vision and translate it into something practical, actionable, and relevant for the META region. That includes customizing our go-to-market strategy, designing vertical plays, and shaping partner incentives to reflect local realities.
I focus on creating alignment between our internal teams and external partners because real growth happens when everyone works toward the same outcome. My goal is to build relationships based on trust, transparency, and shared ambition. We work closely with our partners to identify growth areas, unlock joint opportunities, and build a healthy ecosystem that supports long-term success.
How would you assess the current health and evolution of the IT channel, particularly within our region? What significant trends or shifts are you observing?
The IT channel in the META region is undergoing a fast-paced transformation, and overall, its health is strong. Partners are shifting from a traditional resale model toward becoming trusted advisors and solution providers, with more customers turning to managed service providers. We’re seeing greater adoption of managed services, cybersecurity, cloud, and increasingly, AI. These trends are creating new revenue opportunities for partners, but they also require investment in new skills and a more consultative approach. The ability to adapt to changing customer expectations and new consumption models is now a key success factor.
What do you see as the single biggest challenge facing the IT channel in the region today, and conversely, what is the most significant untapped opportunity for partners?
The biggest challenge is standing out in a competitive market. With so many partners and vendors operating in the region, differentiation is critical. That means investing in specialized skills, certifications, and long-term positioning to become a strategic advisor. On the other hand, the most significant opportunity lies in transformation. Customers are looking for partners who understand their business, not just the technology. Those who can solve real-world problems, guide strategy, and deliver tangible outcomes will be the ones who lead the market.
In your opinion, what are the most effective strategies partners can employ to drive sustainable growth and profitability in the current market, especially considering evolving customer demands?
The most effective strategy is focus. Partners should identify specific technologies, services, or verticals where they can build deep expertise. This focus allows them to become trusted experts and create more value for customers. Continuous training and close alignment with vendors are also essential. Building strong relationships across the ecosystem helps open new doors. In addition, many partners are embracing managed service models that provide predictable, recurring revenue. These models not only meet evolving customer needs but also drive long-term growth and profitability.
How is the rapid advancement of AI, including Agentic AI and Generative AI, fundamentally reshaping the channel’s business models, partner opportunities, and the skill sets required for success?
AI is fundamentally changing the way businesses operate, and the channel must evolve alongside it. Customers are eager to adopt AI-powered solutions but often need guidance on how to implement them effectively. This creates a major opportunity for channel partners to step in as consultants and solution providers. To succeed, partners must develop specialized AI knowledge, understand practical use cases, and stay current with the latest innovations. The shift also requires new business models, from solution design to ongoing support. Partners that embrace this transformation and lead with expertise will unlock entirely new streams of value.
Given the escalating sophistication of cyber threats, how can channel partners best position themselves to deliver comprehensive cybersecurity solutions, moving beyond traditional offerings to address emerging risks like AI evasion?
Cybersecurity remains a top priority for organizations, and partners must be ready to deliver more than just products. They need to offer integrated, end-to-end security strategies that address today’s most complex and evolving threats. That means investing in specialized training, certifications, and building strong alliances with vendors that understand security must be an inherent part of the network. Moving toward the MSSP model is a smart path for partners who want to provide real-time protection and ongoing support. Customers are looking for partners who understand their risk environment and can deliver adaptive, future-ready solutions.
Environmental, Social, and Governance (ESG) factors and sustainability are gaining prominence. How can channel partners integrate these principles into their operations and offerings to create competitive advantages and meet evolving client expectations?
Extreme Networks is deeply committed to ESG principles, and we encourage our partners to join us in that journey. We focus on building energy-efficient products, supporting e-waste recycling, using sustainable materials, and creating a people-first culture. Partners can align with these efforts by promoting our ESG offerings, integrating green practices into their operations, and highlighting sustainability in their sales motions. Extreme partners and customers can even access our Carbon Footprint Calculator, based on product specifications and each customer’s network environment. By embedding ESG into their value proposition and working with vendors who have made ESG a priority, partners not only meet client expectations but also set themselves apart in a crowded market.
The IT landscape demands continuous learning. What advice do you have for channel partners on attracting, developing, and retaining top talent, particularly in areas like AI, cloud security, and specialized industry solutions?
Attracting and retaining top talent starts with investing in people. Partners need to provide more than competitive compensation. They need to offer clear career paths, mentorship, recognition, and opportunities to grow. A culture of continuous learning is essential, especially in high-growth areas like AI, cloud, and security. Training plans should be built into the DNA of the business. Top performers stay where they feel challenged, valued, and supported. Retention is about showing people that they’re not just doing a job, they’re building a future.
How do you see the roles of different partner types—such as Managed Service Providers (MSPs), Independent Software Vendors (ISVs), and system integrators—evolving, and how can they best collaborate to deliver integrated solutions?
Customers today want complete, integrated solutions that require input from multiple types of partners. MSPs offer long-term service and support, ISVs bring specialized innovation, and system integrators connect all the dots. At Extreme, we support a wide range of partnership models, from subscriptions to platform integrations. We also bring our partners together through councils, forums, and user groups to encourage collaboration. When partners work together, we can match the right capabilities to the right customer need and that’s how we deliver outcomes that truly stand out.
1Drawing from your experience and looking ahead, what is your most crucial piece of advice for partners seeking long-term success and relevance in this rapidly transforming IT channel?
My advice is simple: focus on becoming a trusted advisor. Don’t just sell a product. Understand your customer’s world, identify their pain points, and help them achieve real business outcomes. That’s where long-term relevance comes from. Build deep relationships, invest in your team, and align with vendors who share your vision. The partners who succeed are the ones who lead with purpose, deliver consistent value, and stay committed to evolving alongside their customers.
