Q & A EDITOR ’ S
JEFF MATTAN , VP GLOBAL CHANNEL PROGRAMMES AND OPERATIONS , BEYONDTRUST
The impact of digital transformation , digital technologies , and digital platforms on vendor partner programmes has been significant . Firstly ,
digital transformation has broadened the
avenues through which we engage with
partners . Partner Resource Management
solutions now offer more than just
basic portals ; they incorporate datadriven
insights , on-demand enablement ,
and gamification , to enhance partner
enablement significantly .
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Secondly , digital technologies have
facilitated seamless collaboration between
vendors and partners . Cloud-based
platforms , for instance , enable real-time
communication and
knowledge sharing ,
fostering
stronger
relationships
and driving
innovation
within the
partner ecosystem .
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MARKUS LAI , MANAGER , ENGINEERING , TRAINING AND PORTFOLIO STRATEGY EMEA , AXIS COMMUNICATIONS
The impact has been dual-fold , presenting both positive aspects and challenges . These advancements have necessitated adaptation to meet new
From automating account mapping to
executing targeted marketing campaigns ,
partners can optimise various aspects of
their operations , contributing to the success
of vendor partner programmes .
The frequency of updating and realigning
vendor partner programmes hinges on
several crucial factors .
requirements and
explore fresh
opportunities .
Companies
Firstly , the pace of technological
evolution sets a critical tempo . Given the
accelerated rate at which technology
progresses , partner programmes must
exhibit flexibility to accommodate such
evolution without necessitating major
updates annually . Secondly , market
dynamics , including shifts in trends ,
must venture
into new
markets and
cater to new
customers while
reassessing their core
strengths . It is crucial to leverage existing
strengths in novel ways , develop new
competencies , and remain competitive in
evolving landscapes .
The demand for end-to-end solutions
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is rising as customers look for integrated
and innovative solutions that promise
longevity . Providing customers with a
single point of contact simplifies their
interactions . However , there remains
a need to offer specialised , best-inbreed
solutions by combining the best
components in various domains to deliver
tailored customer experiences .
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GABRIELA LOMEU CAMPOS , CHANNEL PARTNER MARKETING MANAGER EMEA , AXIS COMMUNICATIONS
Opting for a unified offering highlights
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 .
Continuous monitoring and adjustment
are critical in the tech-driven landscape .
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Anticipating shifts in technology and the
partner , customer
customer preferences , and competitive
landscapes , mandate ongoing adjustments
to ensure alignment with market needs .
However , a significant challenge arises
from the time required for partners
to comprehend and leverage changes
to partner programmes effectively .
Consequently , partner programme
professionals must be cognisant of how
partners will perceive changes .
landscape is
key given the
ever-present
disruptive
technologies
and standard
evolutions .
Vendors should
maintain agility by
staying abreast of changes , welcoming
diverse partnerships in their ecosystem , and
catering to evolving needs and experiences .
Axis remains true to our channel model , but
we adapt as needed to ensure relevance and
competitiveness in the dynamic environment .
To mitigate this challenge , establishing a
process for obtaining regular partner input
and feedback becomes imperative . This
ensures that programme updates occur at
a frequency that fosters evolution without
disrupting partner business operations . •
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These responses were previously published in Partner Programme , Intelligent Tech Channels , Issue # 76 |
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