Season 5 – Episode #5: Test and Measurement Mines the Channel Part 2

22nd October 2021
Sam Holland

Following the news that National Instruments has introduced its distribution network and appointed Farnell as a global distributor, this week’s podcast focuses on the recent progress of NI’s new sales organisation, as well as the benefits that it has brought to both customers and distributors.

Mick Elliot talks to Robert Morton, vice president, Sales, EMEA at NI. Robert discusses National Instruments’ work and experience in establishing its distribution network, which is focused on reaching over 30,000 customers of NI’s software and hardware products.

Robert discusses NI’s initiative to transform its sales organisation over the last five years from a traditional, geographical approach to distribution – to a more account-focused one that involves dedicated distributors appointed worldwide.

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