PARTNERS ’ PERSPECTIVE
Key takeaways : Adapting modern day partner programmes Partner programme refreshes
• There has to be a balance of consistency for partners to invest , while evolving the programme in a timely manner : Paul Flannery , Epicor
• Epicor assesses its model at least once or twice per year , adding additional products , features , incentives to enable partners to grow profitably : Paul Flannery , Epicor
• With the rapid pace of technological advancement , vendor partner programmes should be frequently updated and realigned : Brendan Binedell , Liferay Middle East
• Given the pace of technology evolution , vendor partner programmes should be reviewed and realigned to stay effective : Toni Azzi , Mindware
• Reviewing programmes at least once a year ensures they remain relevant and supportive of partner needs : Toni Azzi , Mindware
• Mature partner programmes should contain elements that foster continuous growth , yet are nimble enough to introduce partner acceleration as technology and customer demands evolve : Alessandro Porro , OPSWAT
• Vendors are required to understand both evolving technologies and how to include cloud platforms in their partner programme ecosystem : Alessandro Porro , OPSWAT
• Partner programmes should be updated once a year , possibly twice , depending on shifting market conditions , growth in the market , partner capabilities , and analysis of incentives impact : Anna Wilkins , SolarWinds
Cross selling and bundling
• This approach is as relevant in the software world as it was for hardware alone , especially when vendors have designed their platforms with a modular approach : Paul Flannery , Epicor
• Bundling and cross selling of software and services are no different from hardware selling : Brendan Binedell , Liferay Middle East
• Channel partners are able to upsell additional software and services that complement project deployment : Brendan Binedell , Liferay Middle East
• Vendors can reward partners promoting transformational technologies with incentives in the same way as it is applicable to hardware selling : Brendan Binedell , Liferay Middle East
• Reselling partners such as integrators , are typically motivated to focus on digital transformation trends through incentive packages : Brendan Binedell , Liferay Middle East
• 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 business models : Toni Azzi , Mindware
• Strategies are applied through a number of ways including solution-oriented bundling , delivering integrated packages addressing multiple business needs encompassing hardware , software , and services : Toni Azzi , Mindware
• Landing and expanding by means of bundling and cross-selling is a path to embed a partner as the customer ’ s trusted advisor : Alessandro Porro , OPSWAT
• Software sales are getting more complicated . Add to that the many ways for customers to transact via resellers , MSPs , CSPs , and GSI : Anna Wilkins , SolarWinds
• What we are seeing is multi-partner engagement during an end-user engagement . The partner that transacts the sale may not be the partner that is providing professional services : Anna Wilkins , SolarWinds
Rebates and incentives
• Partners are rewarded based on their tier , with benefits extending to new business , ongoing managed services , and project sizes : Brendan Binedell , Liferay Middle East
• What we also see is performance metrics extending beyond sales featuring incentives that are based on certifications , resources , customer acquisition , customer retention : Toni Azzi , Mindware
• Flexible rebate structures stand out for its flexibility with credits for future purchases or additional services : Toni Azzi , Mindware
• I am not a big believer in so-called automatic rebates . I am a big believer in strategic , focused rebate programmes that drive partner behaviour and success : Alessandro Porro , OPSWAT
• The more our partners book , and earlier they book , the more of a rebate they receive : Anna Wilkins , SolarWinds indicators that we see from end-users ,” says OPSWAT ’ s Porro .
“ We recently launched our enhancements to the Transform partner programme at our Global Summits , February in Lisbon , March in Bali , and April in Miami . As a part of our BIG 3 Acceleration Programme , we launched an incentive to support performance and volume . The more our partners book , and the earlier they book , the more of a rebate they receive ,” says SolarWinds ’ Wilkins .
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