Cindy Willems - Value-Led Selling in SMB

In this episode of Partnerships Unraveled, we’re joined by Cindy Willems, Head of Channel for SMB at Lenovo in the BeLux region. With a unique lens on partner transformation, Cindy is leading complex go-to-market integration across Lenovo’s Infrastructure Solutions Group (ISG) and Intelligent Devices Group (IDG). Her mission? Helping partners deliver unified, value-led solutions to SMB customers.

Together, we dive deep into the evolving nature of value-led selling in the SMB space, the skills transformation needed across partner ecosystems, and why agility is defining the future of SMB readiness for AI and digital solutions. Cindy shares real-world examples on enabling partners through cross-training, co-selling, and simplifying AI for real business outcomes.

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