As the channel moves beyond “pick, pack and ship,” distributors are being challenged to prove their value as strategic enablers. 

In this episode of techpartner.news: Beyond the Box, host Jennifer O’Brien sits down with Warren Nolan, senior vice-president of channel and strategy, APAC at Crayon, to unpack how the distributor is rewriting the rulebook for modern distribution.

“We see ourselves not as a middleman in the transaction, but as an enabler of growth,” says Nolan. “Distribution done differently isn’t a reaction; it’s who we are.”

He explains how the company is redefining what it means to be a modern distributor: one that sits inside the partner’s strategy, not outside it.

Nolan shares how Crayon has moved beyond logistics to become a true co-strategist for partners, embedding in their planning cycles, co-creating go-to-market strategies, and investing in innovation through its Cloud IQ Next Gen platform, ISV Innovation Hub, and AI Centre of Excellence.

From tackling licensing complexity and AI readiness to building trust and shared success, this conversation explores what “distribution done differently” really means, and why the future belongs to service-led, partnership-driven distributors who combine digital innovation with human relationships.

Tune in to hear how Crayon is helping partners grow smarter, faster, and stronger in the AI era.