PARTNERS ’ PERSPECTIVE
“ Vendors are required to understand both the evolving technologies and how to include cloud platforms in their partner programme ecosystem ,” says Alessandro Porro , VP Global Channels , OPSWAT .
Cross selling
Bundling and cross-selling of vendor assets benefits all stakeholders . From the perspective of the vendor and the partner , this represents a greater deal size , but from the perspective of the customer , it yields a more comprehensive solution , which can work better to complete their digital transformation journey .
“ This approach is as relevant in the software world as it was for hardware ,
Toni Azzi , Vice President Africa , Qatar and Levant , Mindware
The concept of bundling and crossselling is , and has been absolutely applicable to the software and services world .
especially when vendors have designed their platforms with a modular approach ,” says Epicor ’ s Flannery .
Independent modules , which can be seamlessly integrated together , are perfect for bundling . These extend and augment the capabilities of the solution , the customer is already purchasing , and makes the job of cross-selling much easier . Ultimately , it is a win-win for everyone .
“ Bundling and cross selling of software and services are no different from hardware selling . Usually , channel partners are able to upsell additional software and services that complement project deployment for the customer ,” says Brendan Binedell , Regional Sales Manager , Liferay Middle East .
“ Vendors can then reward partners promoting these transformational technologies with attractive incentives in the same way as it is applicable to hardware selling . Reselling partners such as integrators , are typically motivated to focus on digital transformation trends through incentive packages ,” adds Binedell .
Cross-selling services works when additional complementary software or services are added to enhance existing solutions with options like collaborative tools or advanced security . Subscription models encourage comprehensive service tiers or features through subscription-based pricing .
“ In today ’ s channel world , where the focus has shifted towards software and services , the concepts of bundling and cross-selling have adapted to meet new customer needs and business models . These strategies are applied through a number of ways including solution-oriented bundling , delivering integrated packages addressing multiple business needs encompassing hardware , software , and services ,” says Mindware ’ s Azzi .
Customisation and flexibility , are offered through customisable bundles that meet specific business requirements . Ecosystem integration focuses on products that enhance ecosystem compatibility and interoperability ; and value-added services include training and support to maximise software investment and customer satisfaction .
“ By adapting bundling and crossselling strategies to software and services , companies can enhance offerings , meet diverse customer needs , and generate additional revenue streams , while fostering stronger customer relationships ,” adds Azzi .
The concept of bundling and cross-selling is , and has been absolutely applicable to the
INTELLIGENT TECH CHANNELS 25