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Talking about carbon emissions, sustainability and the green agenda is not something the channel should avoid any longer.
Despite those issues being pushed to one side by firms just trying to survive the economic downturn they are coming back into the forefront now things have improved.
In addition to the economic climate changing there are also more moves by employees to harness the cloud to increase flexible working and cut down on commuting time in gas guzzling cars.
It is against that background that the Citrix's recently appointed partner director for Northern Europe Justin Sutton-Parker views some of the channel opportunities.
One of the main trends aside from sustainability that plays to the strengths of the Citrix channel is the continuing growth in flexible working.
Sutton-Parker said that the norm is moving towards two days a week working from home and it is heading to three, which gives those offering secure connection to data tools an increasing number of users to target.
But there is also an environmental aspect to the increase in flexible working which is something that the channel should be promoting. Given the legislation that is on the books around firms detailing carbon emissions and the ongoing pressure in this area there are reasons why the green debate is topical again.
"Don't be afraid of bringing a sustainability message. Why not during your course of business bring people to a more viable and sustainable IT environment and at the same time it has an environmental message," he said.
"It is back on the agenda because we are coming out of the economic crisis. We are seeing corporate responsibility and sustainability becoming key again. Firms are appointing chief sustainability officers," he added.
He added that his other current task was identifying how it could add more value to partners and increase their profitability with the vendor.
"we are creating shared value and I want to identify where the shared value is. It needs to be of benefit to these partners and we are looking at how we can do more smart partnering," he said.
A wide background
Justin Sutton-Parker has the sort of CV that covers every angle. Most recently he spent ten years with HP in various roles including managing chief technologist, country leader for cloud service providers, global alliances director, Microsoft alliance director and public sector manager. He has previously worked with CommVault, BT Engage and spent a decent spell at Avnet. He also possesses an MBA in Leadership and Sustainability from the University of Cumbria.