Intelligent Tech Channels Issue 52 - Page 17

Commitment and focus
Investing in channel partners with initiatives like training , certification and resources to support sales can help partners to deliver better value propositions to their customers and close more sales . In addition , demand generation events and other partner events are also instrumental in driving more partner sales and demonstrates the effectiveness of an ecosystem .
This type of investment is crucial for vendors as many regard the channel as their extended sales force and implementation partner . We created a certification programme which our official partners have participated in , not only to generate more revenue for themselves but to also deliver a better technical and support experience to their end user customers ..
For example , Datacentrix became a Tier 1 reseller at the beginning of 2019 as well as an authorised Infinidat services partner for South Africa . Our relationship , certification and the partnership commitment from both sides provides us with a real strategic advantage with our end user customers . This support instils confidence in end users and has helped in strengthening our relationships with South African businesses . Infinidat ’ s marketing support through networking and lead generation activities further make the prospect and sales process for Datacentrix a lot easier .
In a distribution environment that features multiple vendors , it is important for these vendors to provide a dedicated channel resource for sales , support and marketing . All of this contributes to increased revenue , both for the channel and for the vendor . This is a win-win situation for all parties – channel partners grow , customers get better support and service , and vendors maintain and increase their business .
Certainly , for us , having a co-funded personnel resource at our distributor ensures they are supported in a seamless manner . The dedicated resource is part of the distribution team and is integrated with the organisation , whilst having a sharp focus on our offering . This provides a ‘ go to ’ person that has the vendor and distributor ’ s best interests at heart .
Taking a long-term view is essential to creating sustainable business models and cutting channel partners out is the antithesis of this approach . Our focus now , more than ever , should be on supporting partners with training and development , building trust and loyalty , and maintaining relationships that will inevitably prove critical to future success . •