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Snow Software set out to become a 'channel first' player back earlier this year to make sure more partners could work with the vendor and that decision has sparked plenty of interest in the vendor.
The decision to make partners a priority involved making the process for resellers simpler, launching a partner portal and updating its programmes with more emphasis on joint marketing opportunities.
Since the Software Asset Management (SAM) specialist made the strategy public back in April it has seen interest from the channel increase.
At the same time focus on GDPR and digital transformation, which requires more understanding of a customer's infrastructure and assets, has also put SAM firmly in the shop window as a technology the channel needs to understand.
"I am not short of partners to speak to and we have different partners we are engaged with at different levels," said Allen Manville, alliances and business development director at Snow Software.
"We are using the right type of partner to get to the addressible market. It is a huge opportunity," he added "The partners that get this right have the ability to differentiate and that's part of my challenge in working out which partners we want to work with."
The firm was already well known by the Microsoft partner base and managed to become the solution of choice for the vast majority of them in the UK.
One of the areas where there is some expansion is with the managed service players.
"We are trying to make sure we move forward with our traditionally strong partners but we are also talking to people who want to partner with us," added Manville.
"We are now looking to leverage with the SIs and the consulting community," he added.
There have been well documented skill shortages with SAM and part of the aim of the channel first approach was to ensure there were numbers of resellers that did have the required knowledge.
Gartner has warned that by next year half of those firms that have implemented SAM or are looking to roll it out will have to turn to channel partners to make sure they get the help they need to make it work. because they will lack in-house resources
That pressure has only increased thanks to GDPR, with many of the large consultanties struggling to find experts to help fulfil the projects they have taken on.