Crayon shakes up IT distribution in APAC with new strategy

“Our goal is to take the complexity out of modern IT. Whether it’s cloud architecture, cybersecurity, cost optimization or AI adoption, our team is here to help partners move from selling software to delivering strategic value,” says Rhonda Robati, executive vice president for Crayon APAC.

Crayon has unveiled a new bold strategy for distributors in Southeast Asia, Australia and New Zealand. The new strategy, which focuses on delivering long-term value and not just quick sales, will empower partners to move faster, sell smarter, and grow sustainably.

With IT spending continuing to see growth in these markets, Crayon has invested in a smarter, support-led distribution model designed to turn software resellers into trusted strategic partners. This includes bringing together enablement programs, revenue-generating services, deep technical expertise, and scalable support.

The new approach reinforces a strong focus on cost optimization, helping partners and customers reduce waste and make smarter IT investments. Crayon will also be bringing a practical, ethical lens to AI adoption, and support with cloud migration, ensuring meaningful outcomes are delivered rather than fleeting hype.

According to Rhonda Robati, executive vice president for Crayon APAC, there’s been investment in building the expertise so that partners don’t have to. Specifically, Robati said that the goal is to take the complexity out of modern IT.

“Whether it’s cloud architecture, cybersecurity, cost optimization or AI adoption - our team is here to help partners move from selling software to delivering strategic value,” said Robati.

With 87% of SMBs in the region planning to increase spending on third-party IT expertise, according to a recent Forrester report commissioned by Crayon, the market is also becoming increasingly overwhelming given the new tech, uncertainty and overselling. As such, Crayon believes a human-first approach based on trust has never been more imperative for IT leaders.

For Warren Nolan, SVP Channel at Crayon, partners want more than margins. He said that partners want purpose and clarity, which is why Crayon is cutting through the noise to help them deliver real business impact.

Crayon’s partner enablement overview

The Enablement Hub is Crayon’s dedicated platform designed to empower partners with real-time market intelligence, on-demand resources, and research-driven insights. It plays a central role in boosting partner capabilities across critical areas such as cloud, cybersecurity, cost optimization, and AI.

Events like Crayon Connect further enhance this support by delivering valuable insights and research that help partners stay competitive, equipping them with the tools and knowledge to succeed in a fast-changing market.

Tristan Ellet, founder of Bigfish Technology, an Australian IT consulting firm, commented that what sets Crayon apart is the genuine partnership approach.

“They don’t just sell product - they understand our business, connect us with the right partners, and ensure we’re having meaningful, value-driven conversations. With Crayon, we’re not just another client - we’re supported by a team that listens, understands, and delivers specialist expertise whenever we need it. That kind of relationship is rare in this industry,” said Ellet.

Crayon’s enhanced Cloud-iQ platform simplifies global partner operations through a single, unified solution. By integrating billing, provisioning, reporting, and cost controls—alongside automated provisioning, commercial insights, and multi-market scalability—Cloud-iQ enables partners to streamline operations and expand efficiently across APAC.

Complementing this is a growing portfolio of services, including Essential 8 cybersecurity assessments, cloud security checks, and an upcoming AI-powered tool designed to unlock new revenue streams with minimal effort.

Partners also benefit from direct access to Crayon’s Technical Advisory Group (TAG) and a team of over 100 specialists, offering strategic and technical support across cloud, security, productivity, ERP, and data & AI. Unlike many providers that scale back support to cut costs, Crayon prioritizes deep expertise and high-touch engagement.

Another Australian partner, CyTrack.io also commented that the Enablement Hub and advisory services have deliver strategic clarity in a crowded place.

“In our 30-plus years delivering advanced IT and communications solutions, we’ve worked with many distribution models - but Crayon’s approach stands out. Crayon delivers great people, insights and tools that translate technology into real business outcomes. It’s a genuine partnership that’s made a measurable impact on how we engage with our partners and clients,” said Nick Milan, Founder and Managing Director of CyTrack.io.

Crayon’s initiatives such as the ISV Innovation Hub, Tech for Good, and Partner Connections foster deeper collaboration, encouraging innovation and shared growth across the partner ecosystem.

As such, Robati believes that as vendor programs evolve and expectations rise, they would also need to reset and not disrupt.

“We’re not chasing scale for scale’s sake. We’re building something better: a model rooted in substance, trust, and long-term outcomes. The next era of distribution won’t be led by those shouting the loudest - it’ll be shaped by those who lead with insight, enable, and deliver real results to win together,” concluded Robati.