Latin America. Barco has expanded its presence in Latin America in recent years, extending its solutions throughout the territory, which is why in its attempt to strengthen the market it has appointed Rodrigo Cornejo as its first Channel Director for three regions: Mexico, Brazil and Hispanics, which covers North and South Latin America.
This new position arises from the need to retain and expand the network of wholesalers and integrators and thus align a business strategy that allows the company to consolidate in the Latin American market in three main business divisions: Healthcare, Enterprise and Entertainment.
One of Rodrigo Cornejo's main strategies is the strengthening of Partner Connect, a channel program that will allow integrators to provide enablement tools to partners that help them grow in niche markets, generate demand and stay updated on Barco's offer in the market. For wholesalers, this strategy has as its main focus to keep companies motivated with a constant supply of the right solutions and prices to meet their financial needs.
"Barco Partner Connect is a comprehensive program for Gold, Silver and Authorized channels, where we make sure that their business development is more accelerated, without forgetting that there are integrators that have a very interesting potential, and we want to ensure that they have benefits that allow them to make commitments and investments in the long term," said Cornejo.
This strategy has as its main focus of development countries such as Colombia, Argentina, Chile, Peru, Ecuador, Panama, Costa Rica, Paraguay, Uruguay, Bolivia, Mexico and Brazil. In addition, it is based on three fundamental pillars: on the one hand, there is the generation of demand; subsequently maintain optimal and correctly priced inventories with distributors; and finally have the integrator enabled and trained for the development of projects.
On the other hand, the most important business vertical that they seek to promote is that of hybrid work. This trend of the development of office activities is the response to the new dynamics that arose due to the effects of the pandemic in 2020, so Barco has developed ClickShare, a remote conferencing solution that allows the collaboration and productivity of the entire work team.
A second objective of Cornejo is to generate demand in the Operators Experience line, which allows users to keep their assets monitored with high-quality visualization solutions. Finally, they seek to expand the market in solutions for the health sector, particularly in the areas of radiology, and the areas that require high-impact visualization, as they give the opportunity to offer those customers, diagnostic tools, which are basic and critical to be able to perform their work.
Rodrigo Cornejo has a degree in Marketing and a specialist in Investment Projects. He has more than 15 years of experience in commercial and marketing areas, developing work teams, leading demand generation and e-commerce initiatives.
Since 2005 he began his career in the industry with Ingram Micro, and later he was part of companies such as Scansource, IT Marketing Mexico, BlueStar and Anixter, where he acquired experience in channel development, as well as knowledge and skills in strategic marketing, digital marketing, lead generation, business processes, strategic negotiation, sales, finance and administration.
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