Business intelligence player SAS is turning to the channel as it looks to gain new business via resellers marking a shift away from its history of direct selling into larger enterprises.
The vendor has set out a three year channel strategy that will be focused around big data analytics with the aim of expanding its reach into current customers by working with partners that have relationships with different parts of those organisations as well as expanding its footprint into the SME market.
The firm current operates at a level of selling 95% direct but Richard Bradbury, SAS UK and Ireland alliance director, said it wanted to move towards a more balanced indirect model with partners.
SAS has worked in the past with some of the large SIs including Accenture and Delloite and has technology relationships with the likes of SAP and Oracle but has not really engaged with VARs or channel players specialising in vertical markets.
"There is a huge growth in the amount of data that companies have in their possession and they want to have some insight," he added "We need to make sure we have a number of routes to market and we can't just keep focused on the larger clients."
Bradbury described working with resellers as a "natural next step" and said that it had been busy over the last six months developing a corporate strategy that ushered in a new era with the channel.
Resellers will be handed the chance to sell SAS Visual Analytics, which provides firms with a chance to get a visual representation of their data.