Broadcom’s new channel chief, Brian Moats, has big plans in store for the Broadcom and VMware channel community including shifting professional services from Broadcom-led engagements to partner-delivered services. Here are five big things to know about Moats and his goals in 2025.

Broadcom and VMware partners have a new channel chief in Broadcom’s former global systems integrators and go-to-market leader, Brian Moats.

Moats laid out his vision as Broadcom’s new channel chief, which includes transitioning professional services from Broadcom-led engagements to partner-delivered services, as well as prioritizing “value-based” solution providers.

“As we prioritize value-based partnerships, enable partner-led professional services, and support customers on their VCF journey, we will unlock new opportunities and achieve sustainable growth together,” said Moats, Broadcom’s new senior vice president of global commercial sales and partners, in a final draft of a blog post shared with CRN.

[Related: Broadcom’s Cindy Loyd Out As Channel Chief After Year Of VMware Upheaval]

“I’m energized by the many opportunities ahead for Broadcom’s partner ecosystem, our mutual customers and the VMware and Broadcom software businesses,” he added.

Moats’ appointment as Broadcom’s new channel chief comes at a time of great uncertainty for many VMware-Broadcom partners. After merging with VMware in late 2022, Broadcom changed how customers are charged pricing VMware per core—which caused many customers’ VMware bills to balloon—as well as terminating the VMware Partner Program on short notice.

“As I step into my new role leading Broadcom’s Global Commercial Sales and Partner organization, I look forward to connecting directly with [partners]—listening to your perspectives and feedback, while further collaborating on how we can drive mutual growth and achieve shared goals,” he said.

Broadcom declined CRN’s interview request with Moats.

With many Broadcom-VMware partners concerned over the company’s channel future, here are five big things to know about Broadcom’s new channel chief and global sales leader Brian Moats—from his vast history at CA Technologies to his three main priorities at Broadcom in 2025.

With Moats At Helm, Broadcom Will Prioritize ‘Value-Based’ Solution Providers

Moats said in 2025 that his focus will be on driving growth, delivering value, and strengthening alignment by prioritizing three core areas.

His first core strategy is prioritizing value-based solution providers who are “truly investing” in the VMware and Broadcom software businesses.

“These partners are not only aligned with our technology vision, but are also making significant investments in skills, capabilities, dedicated resources, and customer success,” he said.

Success depends on partners who are not just selling products, but delivering real value for mutual customers, he said. “By prioritizing these partners, we can deliver better value to customers, ensure long-term growth, and strengthen our mutual investments,” said Moats.

Moats said these types of partners can expect enhanced support, training, and flexible channel incentives.

“We’re empowering you to decide where to invest your Broadcom dollars while we’re simplifying the process,” Moats said.

The Takeaway: VMware’s channel ecosystem has weakened since being acquired by Broadcom in late 2022. Moats’ plan to empower partners who are betting big on Broadcom-VMware, along with enhanced support and training, might help stop the bleeding in 2025.

Moats Will Shift Professional Services To Partner-Delivered Models In 2025

Moats’ second major focus in 2025 is transitioning professional services from Broadcom-led engagements to partner-delivered services.

“This shift represents a significant opportunity for our partners to lead and deliver critical implementation, consulting, and optimization services to customers,” said Moats.

Broadcom’s new channel chief said partners are uniquely positioned to provide localized expertise, scale, and value-added services.

“By enabling our ecosystem to take on professional services, we empower partners to grow their practices while providing customers with access to more agile, responsive solutions,” he said.

In 2025, Moats said partners can expected channel investments in training, certification programs, and tools to help partners deliver professional services for VMware and Broadcom software solutions.

The Takeaway: Last year, it was reported that Broadcom had planned to take its top 2,000 accounts direct. Moats is making a concrete effort to help ease the mind of many partners who fear Broadcom’s future is a more direct go-to-market strategy compared to going through the channel.

Moats Plans To Drive VCF Adoption

One of Moats’ most bullish goals is to accelerate a path for the creation of customer adoption of VMware Cloud Foundation (VCF).

VCF is an infrastructure-as-a-service (IaaS) platform that delivers software-defined compute, storage, networking, security, and management with self-service automation to deploy VMs, containers and clusters.

“In 2025, we’ll focus on guiding commercial customers along their VCF adoption journey, helping them modernize, optimize, and future-proof their IT infrastructure,” said Moats.

This year, Moats said partners can expect closer collaboration between Broadcom and its partners to support VCF implementations, customer enablement programs, and tools to measure customer success.

“Broadcom has simplified and optimized our VCF offering to make it easier for customers and partners to determine the right solution for their unique business needs,” he said. “Partners play a critical role in enabling customers to deploy, adopt, and realize value from VCF or their other chosen solutions.”

The Takeaway: VCF is one of Broadcom’s flagship software offerings. Moats’ plan to have Broadcom work better together with partners to win VCF deals appears to be a major boost for the channel.

Moats’ CA Technologies History; GSI Leadership

Moats brings over 20 years of experience in sales leadership, channel development, and business strategy within the IT industry to his new role as Broadcom’s channel chief.

The vast majority of his career was at software management and mainframe standout CA Technologies, with a total of 18 years at the company.

At CA Technologies, Moats held top partner sales positions, including global senior director of partner sales and go-to-market for DCX Technology. From 2013 to 2017, he was global senior director of partner sales and go-to-market for HPE Enterprise Services.

Broadcom acquired CA Technologies in 2018 for $18.9 billion in cash.

Broadcom CEO Hock Tan said at the time that the goal is to “create one of the world’s leading infrastructure” companies. “With its sizeable installed base of customers, CA is uniquely positioned across the growing and fragmented infrastructure software market, and its mainframe and enterprise software franchises will add to our portfolio of mission critical technology businesses,” Tan said in 2018.

By the end of 2018, Moats had joined Broadcom as its new global director of sales and go-to-market for DXC Technology.

Moats was quickly promoted in 2019 to vice president of sales for Global System Integrators (GSIs). He was responsible for GSI Partnerships and Go-To-Market across Broadcom’s software portfolio.

The Takeaway: Moats has decades of experience working with channel partners both at CA Technologies and Broadcom. He also understands mergers and what many Broadcom GSIs are dealing with today. This all bodes well for Moats’ ability to make a real impact on Broadcom’s channel business and philosophy.

Moats Replaces Cindy Loyd Who Is Still At Broadcom

In December 2024, Broadcom’s former channel chief, Cindy Loyd (pictured, left the position, which is now being held by Moats.

However, it is key to note that Broadcom reaffirmed that Loyd will not be leaving the company.

“Cindy will be transitioning into a new role within one of Broadcom’s Business Units,” said Broadcom in a statement. “Her contributions to our partner community have been significant, and we wish her the best as she takes on new responsibilities.”

Loyd took on the global commercial sales leader and channel chief role in November 2023, just as Broadcom acquired VMware for $69 billion. Most of Broadcom’s channel changes last year took place while Loyd was leading the company’s partner ecosystem.

Similar to Moats, Loyd is a longtime CA Technologies veteran. She was with CA Technologies from 1991 until joining Broadcom via acquisition in 2018.

The Takeaway: Typically, when big channel executives depart their position, they leave the company. It is interesting that Broadcom relieved Loyd of her channel chief duties to find a replacement. Loyd could be a wealth of knowledge for Moats in his new role.