technologyreseller.co.uk 29 senior leadership, which adds complexity but also opportunity. Because businesses now see technology as mission-critical, expectations have shifted from ‘fix it when it breaks’ to ‘keep us ahead of risk’. Customers want proactive engagement, clear communication and fast resolution. We’ve adapted by embedding compliance and cyber resilience into our core offering. For example, insurancedriven documentation is now a regular request, and we handle it because trust matters. Our approach is consultative, not transactional – we guide, educate and tailor solutions, working with partners to help meet customer demands and find a solution to every challenge. That’s what makes us a true technology partner to our customers, rather than just another reseller. TR: If you could change one aspect of your job, what would it be and why? DB: Honestly, very little. I genuinely love what I do. If I could change one thing, it would be to spend even more time with customers. Helping them overcome IT challenges and achieve their goals is the most rewarding part of my role. I’m passionate about building relationships that go beyond technology – understanding their business, anticipating needs and delivering solutions that make a real difference. We’ve got an incredible team at Simoda and, as we grow, I’m excited about attracting diverse talent and creating opportunities for people to thrive. Collaboration and innovation are at the heart of what we do, and I’d love to dedicate more time to shaping that culture while staying close to the customers who inspire us every day. https://www.simoda.co.uk/ requirements and security threats, and the channel faces a perfect storm of demands. The solution isn’t a quick fix. It requires long-term strategies: investing in people, nurturing culture and building partnerships that prioritise trust and shared value. For us, that means doubling down on training, exploring apprenticeship routes and leveraging automation intelligently – not to replace people, but to empower them. The channel’s future depends on resilience, adaptability and collaboration, and we’re committed to leading by example. TR: Could vendors and distributors do more to help overcome these challenges? And if so, what? DB: Vendors and distributors are already playing a vital role. Value-added distribution and strong supply chain partnerships are critical to the success of businesses like Simoda. Continued collaboration and knowledge-sharing will be key to navigating future challenges. We’re fortunate to work with some exceptional vendor partners who provide training, marketing support and technical updates. Not all vendors hit the mark and sometimes support doesn’t match channel realities. That’s why we focus on a core group of partners who align to our values. Stronger relationships, not more tools, make the difference. Understanding our pressures and our customers is where real value lies. TR: Are customers becoming more demanding, and if so in what ways? DB: Absolutely and with the pressures they face that’s understandable. Customers are more tech-savvy than ever, and expectations are higher. They want rapid delivery, competitive pricing and cutting-edge solutions. The demand for technologies like AI often comes from multiple layers within organisations, from operational teams to the pace of change – it’s helping SMEs navigate complexity without overwhelming them. Many of our customers started with little IT infrastructure and now face demands for cybersecurity, compliance and sustainability all at once. Our role is to simplify that journey. We don’t just deliver technology, we provide clarity, structure and confidence. That means balancing breadth of service with depth of expertise and doing it without diluting quality. It’s why we invest in strong processes and partnerships, so SMEs can scale securely without stretching themselves too thin. TR: How have you changed/are you changing business operations to exploit new opportunities? DB: Agility is part of our DNA. We’ve adapted our business model several times to capitalise on emerging technologies – or to support our clients in Europe, for example – and this approach will continue. AI is a prime example. Our ability to pivot quickly allows us to stay ahead of market trends and deliver innovative solutions to our customers. We have also recently achieved ISO 27001, 9001 and 14001 accreditations to ensure quality throughout our operations and delivery. TR: What do you see as the biggest challenges facing channel businesses today? DB: Economic and political uncertainty continues to cast a long shadow over the channel, influencing everything from investment decisions to customer confidence. For SMEs, this unpredictability makes long-term planning and resource allocation particularly challenging. It’s not just about surviving the turbulence; it’s about maintaining agility without compromising service quality. Skills gaps remain a critical issue. The rapid evolution of technology, from cloud adoption to cybersecurity demands, means the need for highly skilled professionals has never been greater. Yet, recruitment and retention are harder than ever, especially with fewer entry-level pathways and the decline of hands-on training platforms that once inspired talent into tech careers. At Simoda, we see these challenges as interconnected. Economic pressure amplifies the impact of skills shortages, making it harder for businesses to scale effectively and keep pace with customer expectations. Add to this the growing complexity of compliance, sustainability INTERVIEW
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