EXPERT SPEAK
Business success and longevity is often built on a foundation of trust and strong partner relationships . During the ‘ new now ’ that all businesses currently find themselves operating in , it is more important than ever for technology vendors to empower their channel partners so they can cement their role as ‘ trusted advisors ’.
Partnerships between company and reseller , and reseller and customer , need to be based on a good understanding of business pain points and goals , as all organisations look to survive and thrive at this current time .
It might sound simple , but in order for partners to achieve business growth , vendors should make sure they are ready and aware of how to address all market opportunities . This means focusing on how to not only create demand for a product or service – but how to then manage this demand .
It is the responsibility of the technology vendor to ensure partners are equipped with the right skillsets and can understand customer problems – as well as how to address them on time and within budget . For
It is the responsibility of the technology vendor to ensure partners are equipped with the right skillsets and can understand customer problems – as well as how to address them on time and within budget .
Paul Flannery , VP Channel Sales , International Region at Epicor partners to fulfil their advisory role , vendors need to equip them with the necessary tools and opportunities for success .
Realistic and relevant
A key part of any successful partner
programme has to be staying relevant in the current market . Only then can partners help their customers address immediate and future industry and technology trends – which is crucial as business models continue to evolve . Technologies and trends including Artificial Intelligence ( AI ), Machine Learning ( ML ), Big Data and IoT are now increasingly available and valuable to the manufacturing industry . As such , brands need to ensure their partners can access , and take advantage of , these emerging areas of innovation and add real value to customers by offering additional services , including analytics tools .
To build a partner programme that works – and continues to work , through both market and technological change – vendors should consider how they can create further opportunity for their partners .
Realising cloud ROI
While sometimes seen as a threat to traditional product or on-premises sales , cloud offerings can act as an equaliser – presenting an opportunity for businesses to access new innovations and technologies at a different price point . Cloud continues
Technologies and trends including Artificial Intelligence ( AI ), Machine Learning ( ML ), Big Data and IoT are now increasingly available and valuable to the manufacturing industry .
to be one of the fastest growing areas for IT spend within the manufacturing industry , but at the same time it is also important to recognise that technology partners will be at different stages of cloud adoption . An effective partnership needs to address this and understand that , for partners to make the move to cloud , there are different business challenges that need to be overcome .
Shared vision and values
In addition to product and service support , a strong cultural fit between vendor and reseller is essential to facilitate easy and open communication and collaboration across the channel for further success . Software companies should be working closely with partners through joint planning sessions , ensuring they have a shared vision and financial model that works for both parties .
Ultimately , vendors should be empowering their channel partners to thrive and represent them in the best way possible . As an extension of the brand , it is in the best interests to provide partners with the correct tools for success – no matter how customer needs might evolve and change . •
INTELLIGENT TECH CHANNELS
INTELLIGENT TECH CHANNELS Issue 33
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