Cloud Vendor Partnerships: What You Need to Know
When looking at adding a new cloud service to your practice, there are a number of things to consider including market size and opportunity, revenue and profit streams, the vendor’s channel enablement program and the ease of conducting business with that vendor. However there is also another very important issue to consider – channel conflict. What if the vendor you partnered with and your organization are competing for the same business? Have you found yourself in this position? Was it uncomfortable?
The vendor should never compete with its channel partners at any level. Ensuring that customers are happy and successful should be the primary focus for solution providers and vendors – not going after the same end user opportunities. Channel partner relationships are unique in that they don’t end when software is sold. Vendors and their partners need to enter into a relationship understanding value propositions, market strategies and technology roadmaps.
Channel enablement programs should include training, certification, technical support and deep marketing and sales support programs that enhance the partner’s revenue growth and total addressable market. Some examples include:
- Dedicated Channel Sales Support
- Market Development Funds
- Tiered Discount Structures
- Co-Marketing Opportunities
- Lead Distribution Programs
- Ready-made Marketing Campaigns
- Vendor Developed Training Programs
No conflict also results in lead distribution programs that optimize channel partner sales pipelines translating into direct impact on revenue. As vendors implement broad marketing strategies and campaigns that build brand awareness that not only drive prospective partner leads, but leads from small-medium business and enterprise organizations. End-users leads are then passed on to partners that are best suited to respond to the lead based on geographic location, segment specialization and technical ability.
With any relationship, the benefits should be mutual. If you are looking to offer a cloud service, be sure to choose a cloud vendor that will help you to not only deliver a successful cloud service, but are also committed to helping you drive revenue, boost profitability, create new opportunities and close deals quickly.
In our case, Asigra does not run, host or operate a cloud backup service, and haven’t done so in our entire history, assuring that our interests are aligned with that of our partners. We view our partners as customers and our goal is to support and grow their cloud backup business. To learn more about our Hybrid Partner Program, please visitwww.asigra.com/partnering.