Denys Rudyi - Fotolia
There are numerous ways of growing market share, but working with the channel is one of the more guaranteed ways to increase geographical coverage and gain access to a large number of small to medium-sized enterprise (SME) customers.
As well as the key moments when vendors cut the ribbon on partner programmes, there are also ongoing opportunities for firms to make enhancements to the ways they work with resellers and distributors. Both StorageCraft and eSentire have revealed plans to boost the focus on the channel as they look for growth.
Data protection player StorageCraft has rolled out a number of channel initiatives as it looks to increase its market share.
The firm is operating in a market that is enjoying growth, with customers keen to make sure that are backing up their data, and is viewing the channel as the way to reach those users.
To support its ambitions, StorageCraft has turned to its former Europe, Middle East and Africa (EMEA) and Asia-Pacific (APAC) sales boss Andy Zollo to step into a head of global sales role.
In addition to the promotion, the firm has also increased the channel education it is offering and is taking steps to support those looking for more licensing flexibility.
“We are a 100% channel-dedicated company. Our success goes hand in hand with the success of our partners. As we expanded the StorageCraft offering into an integrated technology suite that covers the entire data management and protection category, it was important to build user demand for our partners,” said Zollo.
“With that sales motion now well underway, we are directing all of our sales effort toward the channel to ensure they are best placed to succeed in this category.”
Work is continuing to pull all StorageCraft’s channel support resources into a single portal, and partners can expect further improvements on that front.
“This is a work in progress and has proven highly successful in helping our many partners that are transitioning or expanding to cloud, and monthly recurring revenue business models,” said Zollo.
On the back of a strong 2019, where the managed detection and response (MDR) specialist saw a doubling of sales growth and a particularly solid fourth quarter, eSentire has indicated it is going to be doubling down on its channel strategy in Europe.
The business is expecting to drive 70% of sales through partners over the course of this year, and eSentire is stepping up the support it provides resellers to ensure that ambition becomes a reality.
The strategy has involved the firm investing in a channel-centric approach that has involved signing more partners across Europe, including Viatel, Charles Square, and Activereach, as well as aligning with other IT and security vendors to extend the ecosystem.
“Esentire’s investment in a European channel-led focus sets the core foundation for growth in the region and access to key target markets and verticals,” said Chris Braden, vice-president of global channels and alliances at eSentire.
Read more about SMEs and the channel
- Research from Kaspersky and Sophos reveals the risks that some smaller firms are running.
- HPE has seen growth in the SME space for its Aruba services and has plans to deliver more customer offerings via the channel.
- Counterpath has identified the channel as the best route to a small business customer base that is currently missing out on the benefits of UCC.