Q&
CLINTON SCOTT, MANAGING DIRECTOR
AT TECHSOFT INTERNATIONAL
EDITOR’S
S
uccessful channel programmes aren’t
just built on suitable technologies;
they are primarily built on great
relationships. Knowing your channel is
the first step a business needs to take in
ensuring the successful delivery of your
products, message and services.
Vendors today are highly reliant on the
expertise and technical know-how of their
channel. But there is a lot that needs to be
done in order to ensure that all members of
the value chain are included in what needs to
be a common goal: providing customers with
technologies they require.
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At TechSoft, we are in a fantastic position.
We provide companies in Sub-Saharan Africa
access to TIBCO’s vast array of data and
analytics-based solutions. What makes this
so great is that the technologies we offer
are at the forefront of what end-users need
– insights and information from their data.
From a channel perspective this translates
to the fact that every time they knock on a
door of a customer, they are offering them a
solution that is needed but weren’t exactly
sure of what they were looking for.
But the mechanics of getting the channel
partner to the door of the customer is
where the real magic begins when building
successful channel programmes. At TechSoft
we focus on ensuring that our channel acts
as an extension of our team at every level.
We provide them with access to information
What makes this
so great is that the
technologies we offer
are at the forefront of
what end-users need.
on products, sales and technical training
where required, and the certifications
needed to support a solution at the very
highest level.
This is then coupled with lead generation
programmes focused on the vertical market
the channel partner plays in. Customers
want to see proof of execution and not just
proof of concept. By giving our partners
access to a literal treasure trove of customer
references, across multiple industries and
geographies, we arm them with qualified
evidence that the solution they are trying to
sell will work for the client they are selling to.
Within the African context, vendors are
in the enviable position that not all markets
are at their peak maturity and they still
need to provide a fair amount of channel
enablement and skills upliftment. Think
skills development, business enablement,
mentorship and a host of additional services
such as Marketing-as-a-Service and sales
development and training. The companies
that get this right are the ones that succeed.
In summary, a successful channel
programme undertakes to know their
channel, understands the needs of the
end customer, provides needle-moving
technologies that customers can’t live
without, and the value-added service to
support not just the technology – but the
partner as well.