PARTNERS ’ PERSPECTIVE
Cross selling digital products through partner programmes
There is a growing trend towards consolidated offerings among vendors where bundling and cross-selling make strategic sense . The demand for end-to-end solutions is rising as customers look for integrated and
Today ’ s technology cycles are moving faster than ever , and partner programmes need to keep the pace in a similar fashion .
innovative solutions that promise longevity . Providing customers with a single point of contact simplifies their interactions .
Opting for a unified offering showcases an economy of scale , leading to reduced integration costs , faster support from a single vendor , and enhanced trust and relationships due to a comprehensive product range . While exploring diverse options can offer value , managing multiple suppliers and contacts comes with additional costs .
The iterative process of innovation allows vendors to continually solve emerging problems while simultaneously cross-selling or expanding solution sales to customers . This adaptive approach not only ensures customer satisfaction but also drives continued growth and success in the competitive landscape of software and services .
“ There remains a need to offer specialised , best-in-breed solutions by combining the best components in various domains to deliver tailored customer experiences ,” says Lomeu Campos at Axis Communications .
In today ’ s channel world of software and services , the concept of bundling and cross-selling , traditionally associated with the hardware space , has evolved to meet the dynamic needs of customers . Partners now use bundling to create comprehensive solution packages , combining software , implementation services , training modules , and ongoing support to offer customers a holistic solution .
“ Technology integrations enable partners to bundle software solutions , enhancing their value proposition . Additionally , the realm of software-based solutions fosters expanded cross-selling opportunities . With a focus on addressing specific business challenges , vendors and partners can swiftly develop products tailored to meet evolving needs ,” says BeyondTrust ’ s Mattan .
Cross selling is particularly important especially in the world of platforms .
“ As Qualys continues to innovate across the platform , we collaborate with our partners positioning new functionality to our joint customers such as asset discovery , Total Cloud , or compliance and governance tools .
“ As a matter of fact , our best partners bundle this with their architectural designs , managed services , and ongoing support . This has become increasingly important and popular with our customers who do not have the in-house resources and would prefer to outsource that expertise to our partners ,” says Qualys ’ Huelskamp .
There are many good lessons to be learned from partnership models in the
hardware space , including rewarding and recognising growth with partners . This can be done on the front end via discounts , or the back end with rebates .
Incentives in a digital services and software world
Financial incentives like volume discounts and rebates are now applied to software sales , particularly focusing on license sales . These financial incentives extend to services that drive adoption and expansion , serving as rewards for valuable partner activities that contribute to SaaS growth .
Non-financial incentives , such as access to technical resources or implementation
Fayez Eweidat , Head of Enterprise , Middle East , Türkiye and Africa , Juniper Networks
32 www . intelligenttechchannels . com