ASG Software puts channel at heart of relaunch

Enterprise software solutions firm ASG turns its back on direct selling model for first time in 28 year history

Enterprise business intelligence software solutions firm ASG Software has vowed to put channel partners front and centre of a major relaunch and rebranding exercise that will see it substantially turn its back on the direct sales model it has operated for nearly 30 years.

Founded in 1986 as Allen Systems Group, ASG has carved out a niche serving enterprise customers including American Express, BA and Coca-Cola.

With its product set split into three main blocks: cloud, content and mainframe systems tools, the firm addresses areas such as application management and development, content strategies, big data management, business service management, archiving and backup and identity and access solutions among other things.

ASG has now recruited former Brocade partner supremo Barbara Spicek to drive its channel-building efforts, and announced the creation of its first partner programme, that it claims will offer system integrators a new opportunity to enrich their portfolios around cloud, content and systems.

Speaking to MicroScope, Spicek said she was planning to implement a “complete DNA change” that would include partners as an essential part.

Spicek hopes to put around 50% of ASG’s sales through the channel, mostly around cloud and content as opposed to systems, which by its nature will remain largely direct, and is hunting between 60 and 70 partners worldwide, 10 in the UK theatre.

“We are looking for larger system integrators that can take our cloud and content solutions and form their own practices, a select network of sophisticated partners doing hybrid cloud, big data and analytics,” she explained. “We are not looking for pure SME software resellers, as ASG stands for enterprise software packages.”

Its Global Partner Programme will include competitive pricing models for integration as well as reselling, deal reg and lead gen. ASG also plans to offer long-term managed and professional services revenues, and the programme includes the usual perks around customer collateral, sales tools and social media campaigns, among other things.

Spicek said she hoped ASG’s focus on open standards and integration with its competitors would give partners the ability to differentiate by providing cloud orchestration and management layers across the customers’ entire infrastructure.

“We provide vendor agnostic cloud architectures and services on, for example, Hyper-V or VMware, we truly believe in open heterogeneous environments,” she said.

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