dim4ik69 - Fotolia

Informatica aiming for significant channel growth

The data management specialist wants to completely re-balance its revenue levels coming from partners

Informatica is looking for significant channel growth in the next five years as the firm starts to work with more partners to reach the mid market.

The ambition is to move from a position of 5% of worldwide revenues coming from the channel today to a level of 40% in the next five years.

To aid that process the vendor is kicking off a channel programme from the start of next year that is designed to reward those that choose to work with the data management specialist.

The partner programme will encourage partners to gain accrediations and certifications but there will not be any tiering at this stage. Rewards and rebates will work on a basis of resellers bringing new customers, mid market business and hitting revenue thresholds.

Rodney Foreman, senior vice president partner ecosystem at Informatica, has been developing the programme since he joined the firm a few months ago after moving from a senior channel leadership position at IBM.

He said that although it had worked with partners in the past, and the firm had signed Avnet as a distributor, it had not taken a formal approach where it worked more directly with partners.

"Now we are growing our partner base and the eco system through distribution. At the moment five percent of our global revenues come through partners but we want to get that to 40% in the next five years...that's where a lot of the growth for the company is going to be going forward," he added.

Derek Thompson, UK managing director at Informatica, said that the channel here was already fired up about the firm's plans and he hoped that it would be able to hit the target.

"The UK is hugely important to Informatica and is the biggest single market outside of the US," he added that it had already been gearing up to work with partners and had appointed former Avnet staffer Andrew Waddington as channel head in the UK and had been developing its resources for resellers.

"With the move from 5% to 40% I would hope and expect the UK to be ahead of that," said Thompson.

Foreman said that the advantage for the channel was that the technology was proven and appealed to customers that were dealing with digital transformation.

He added that it had already talked to Tech Data, which is expected to wrap up the acquisition of Avnet Technology Services early next year, and it was looking forward to working with the distributor.

Read more on Business Intelligence Tools and Services