Our Approach to a Unified Global Partner Program

December 19, 2011 at 7:21 pm Leave a comment

by Diane Krakora – CEO

We have been discussing partner specializations over the past few weeks, so I’d like to share a story of partner program and defined specialization success. Imagine a corporation that, after a period of growth by acquisition and a focus on indirect sales, could attribute about 40% of worldwide annual revenue to channel partners. However, such growth led to disparate partner programs functioning independently and undefined specialization requirements. Such was the case for Quest Software when we first met them.

Quest Software is an international company that helps organizations simplify and reduce the cost of managing IT infrastructures. More than 100,000 customers worldwide have utilized Quest’s portfolio of application, database, Windows, data protection and virtualization management solutions. We recently worked with Quest to launch their global partner program, ‘Quest Partner Circle.’ The aim of this new program is to empower and engage their 4,500 channel partners.

Quest’s acquisitions and growth of channel partners’ indirect sales created significant challenges for the channel. It was difficult for Quest to educate all partners about their full spectrum of technology and additional revenue opportunities.

Although Quest endeavored to integrate new products and services across its entire solutions platform, it allowed partner programs to function independently. Supporting different channel programs, partner portals, learning centers and websites stalled synergy and created inefficiency. And the channel partner community responded, expressing a desire for a streamlined approach in order to structure dealings with multiple distributors, pricing/discount models and technical support teams.

Unifying the channel program for Quest and its partner community became a vital corporate priority. Quest engaged Amazon Consulting to help build collaboration with industry partners, increase opportunities for partners to grow sales and profitability and deliver greater customer satisfaction.

For our first phase of the project, a team of Amazon channel experts developed a framework to function as a blueprint to merge the different partner programs into a single, unified program. With corporate approval, Amazon then shifted to the tactical level to design program components and focus on specific details for the new worldwide partner program. We wanted to emphasize the need for Quest to migrate from a ‘point products’ to a specialized solutions approach with respect to its selling, operational, training and support efforts.

This transition would lay the foundation for its partners to differentiate themselves from their competitors, make it easier for partners to promote the company’s extensive array of products and provide the financial incentives for true partner benefit.


Entry filed under: Industry Perspective. Tags: , , .

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