SaaS Businesses Are Booming Through Channel Partnerships

Apurva Pathak | May 20, 2022 | 66 views

Channel Partnerships
Today’s SaaS companies build their brands, expand their customer base, smartly utilize their resources, and scale their revenue through channel partnerships.

More than 40% of the $5 trillion global IT market is in North America. It accounts for more than 10% of the United States national economy and 11.8 million jobs. These numbers are possible because of successful channel partnerships within the SaaS ecosystem, which is made up of software publishers, computer systems design firms, computer programming service suppliers, and facilities management companies.

Carahsoft, a government IT solutions provider, resells DocuSign’s e-signature services to the public sector. Consequently, 800+ local, state, federal, and tribal agencies use DocuSign. A SaaS channel partnership similar to this benefit both partners and helps them generate revenue.

“We’re seeing more and more early-to mid-stage SaaS companies look to partnerships as a means to achieve their growth goals,” said Tyler Calder, Vice President of Marketing at PartnerStack, a partner management platform. “For many SaaS companies, getting started with an ambassador, affiliate, or referral program is the first step in developing a partner ecosystem strategy.”


Which Type of SaaS Channel Partners Bring in the Revenue?

  • System Integrators- This kind is ideal for complex products that need integration into an existing IT ecosystem.
  • Distributors- They provide an established distribution channel for their vendor’s product 
  • Value-added resellers- They contribute to customer acquisition in new markets.
  • Managed service providers (MSP)- They monitor and maintain the IT infrastructure.
  • IT consultants- They provide independent IT advice, project management, and administrative services

SaaS companies generated 21% of the total revenue through channel partnerships, says SaaS Capital, in a 2018 survey.


Your Muse List for SaaS Channel Partnership

Commitment- Are your C-level executives ready to commit to a channel partnership? Also, consider human resources and budgeting to dedicate to the partnership.
Product readiness- Does your product appeal to your prospective channel partner? Ensure that your partner can get support and training to sell your product independently.
Focused sales & marketing teams- Do your sales and marketing teams have enough enablement material to help the channel partner sell your product effectively? You may want to consider preparing case studies, videos, scripts, and ICP documents in advance.
Streamlined operations- Try consultation or an expert opinion to figure out what kind of support you can provide to your partners through your sales, marketing, and success teams.


Last Word

Though most partnerships start as an experiment for growth SaaS companies are steadfast today. They are redefining the way businesses operate and scale while acting as the backbone of revenue generation.

Spotlight

Zimmerman Advertising

Welcome to the machine. The retail growth machine. Owned by Omnicom Group, Zimmerman Advertising is the leader in building national retail brands. With offices throughout the country and a diverse range of clients in every retail sector, Zimmerman has grown to be one of the top advertising agencies in the USA.

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CHANNEL PARTNERSHIPS

How channel partners can outperform the multi-cloud and hybrid-cloud megatrend

Article | June 3, 2022

Cloud infrastructure used by customers today is increasingly more diverse and complex with over 80%1 of organisations already adopting a hybrid or multi cloud strategy. This more discerning approach enables IT departments to select the most optimal environment for each of their workloads or databases. But it does expose significant challenges and difficulties when defining and implementing a move to cloud strategy. The good news for IT resellers is that 74%2 of end customers agree either somewhat or significantly that the channel plays a crucial role in helping them overcome the increasing complexity of cloud migration. For resellers, the main questions to address are, “in the eyes of an end customer, what does an ideal trusted channel cloud provider look like” and “what’s the best way to deliver against these needs”? To answer these questions, it’s essential to firstly explore what is driving cloud adoption and creating the complexity. There are many statistics that demonstration the rate of cloud adoption is accelerating. IDC, for example, forecasts that 42 Zeta bytes of data will be stored in the cloud by 2025, noting an accelerated shift to a cloud centric infrastructure at twice the rate as before the pandemic. To demonstrate the speed of growth, in a recent survey undertaken by CRN and OVHcloud2, 64% of respondents stated that more than half of their data will reside in the cloud in two years’ time compared to 32% today. Why Business Intelligence and Apps are driving cloud adoption Respondents to the research survey, cited two main drivers behind the shift to cloud. Firstly, the need for more business intelligence and data analytics, which by nature requires flexible compute and data resources that can scale quickly, yet can be switched off when no longer needed to reduce unnecessary IT costs. Cloud is inherently favorable to fulfil this need unlike on-premises. Secondly, the location of application users has changed since before the pandemic. Traditionally, staff would be primarily located in an office to access systems that were all contained within an office network. The growing popularity of a remote workforce has resulted in staff accessing systems and data off-premises. Equally, the recent growth in customer digital interactions and new online services is creating new applications. Enabling access to these workloads from the cloud makes a lot of sense from a user experience, performance and cost perspective. Customers’ main cloud strategy challenges The growing trend of cloud adoption has proven over time that the benefits of improved IT scalability and agility by far outweigh the drawbacks. Customers are, however, still faced with overcoming several main challenges to truly deliver the full value of cloud. 1. Cost In our recent survey cost is still the primary issue, driven by complex vendor pricing structures, a lack of cost transparency and predictability. As organisations adopt a multi-cloud and hybrid cloud model, many struggle to obtain sufficient technical and commercial best practice knowledge across different providers and platforms to optimise their cloud estate. Predicting the costs for data storage and access has also become more difficult. As many IT leaders have experienced, the initial ROI for a cloud solution may be compelling, but as the solution matures accurately predicting and budgeting for future costs is a significant challenge due to a lack of price transparency and growing ingress charges. 2. Data security and compliance The types of data organisations store in the cloud has changed. Customer interactions have become a digital, online experience, collecting more personal data, which in turn is being used in business analytics tools to enhance the customer experience and streamline processes. These more sensitive, personal data sets need to be treated differently to other non-personal data to ensure compliance with local data privacy and sovereignty laws. This is highlighted In particular between Europe and the US, where guarantees that data does not leave a particular jurisdiction is required. In addition to data localisation, to remain compliant with European data protection laws the cloud provider’s head office is a factor. For example, if the head office is located in the US, it is governed by US Cloud Act irrespective of where the data itself is stored or processed. 3. Integration and application migration Integration and application migration The next most prevalent challenges highlighted in the survey were linked to concerns using open source versus closed source cloud infrastructures. This is echoed by the The State of the Public Cloud in the Enterprise, report by Contino (Oct 2020), in which 63% of respondents cited vendor lock in as a major concern. Perhaps due to a lack of choice or awareness of different cloud vendors, or for technical reasons, many end customers have procured cloud solutions using closed source technologies, which has inadvertently stifled their hybrid or multi cloud strategy. There is an abundance of reports that highlight open source software are growing more rapidly than closed source, as organisations enjoy the benefits of being able to further improve ROI through greater software development, customisation and migration. In addition, it provides customers the freedom to migrate applications to improve performance or achieve a better price performance. How channel resellers can accelerate their success Today, the way in which end customers think about their cloud strategy and procurement process is very different compared to a few years ago. As organisations embark on their digital transformation strategy, they have learnt lots about the benefits and limits of cloud and how it can best work for them. Organisations understand not one cloud fits all and the need to adopt a hybrid-cloud and multi-cloud approach to their IT strategy. In summary, customers want to understand the various choices available to them. As a result, customers more frequently need their IT value added reseller partners to help create and manage cloud infrastructure; co-creating solutions that leverage the benefits of hybrid cloud and multi-cloud, identifying ways to reduce costs such as suggesting alternative cloud providers, offering customer choice with multiple cloud vendors, offering additional services such as cloud audits, managing transformation projects and in-life support. Channel partners who have adopted these themes into their cloud services to differentiate their business, enjoy improved customer loyalty and greater customer acquisition, showing a clear path to outperform the multi-cloud and hybrid-cloud megatrend.

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CHANNEL PARTNERSHIPS

Unlock Channel Partner Engagement with These Three Tricks

Article | July 20, 2022

Channel partners are a bridge between businesses and their customers. They are crucial for increasing sales, achieving revenue targets and tapping new opportunities in new markets and verticals. Because of this, businesses want to strengthen their relationships with their channel partners, such as distributors, resellers, or technology partners. "Distribution is the single most viable alternative to complement and supplement a direct sales organization." – Phillip L Peck, Former Director of Sales for EagleBurgmann Do you rely on channel partners to reach your customers? Read on to find out how you can enrich your channel partner relationships. Channel Partner Enablement Channel partnerships need enablement through engagement. The right content, proper tools, and accurate information about your products, customers, and territories drive this engagement. Continually improving and retaining a good relationship with channel partners is imperative to bring in sales and revenue, increase market share and improve your bottom line. Here are the three tricks that can help you boost your channel partner engagement: Don’t Let Partners Fend for Themselves Identify what your channel partners are looking for to increase their productivity. Product training resources and marketing collateral that are full of crucial information add value to your channel enablement plans. Crisp and to the point, product information allows partners to grasp and adapt to any change. Constant support and enablement encourage partners to do more. A sophisticated partner relationship management (PRM) software can help you organize resources, track progress on leads, and understand the partners’ performance. Channeltivity, a partner relationship management software provider, helped Outmatch, a hiring experience stack provider, grow their partner base by over 300% without hiring new staff. This is a great example of PRM software’s success in managing partnerships. Create a Strong Channel Partner Program Your channel partner program shows how committed and involved you are with both the channel partnership and your end customer. Partners who work with other businesses might analyze you through every interaction they have with you. Ensuring that you treat all your partners — enterprise-level, small or mid-sized channel partners — the same way can help create healthy partnerships. Keep Communication Channels Open Find the right and most effective way to communicate with your channel partners so you remain on the same page. To increase engagement, remain approachable and listen to your partners with an open mind. Address concerns or suggestions rationally and ensure that your communication is clear and goal-oriented. Microsoft Teams, Facebook groups, and Slack can add a personalized touch as compared to sending out email blasts. Consider using a PRM tool that offers messaging features so you can collaborate, communicate, and document your interactions with your partners. Transparency in communication will increase partner productivity, profitability, mutual trust, loyalty, and partnership longevity. Key Takeaways Offering rewards for exceptional performance, aligning your partnership strategy with your partners’ needs, and maintaining clarity in communication can bring you the output you expect from channel partnerships.

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CHANNEL PARTNERSHIPS

Online Multi-channel Marketing: Customer Outreach Redefined

Article | August 5, 2022

Marketers strive to expand their marketing efforts to new channels to connect with their target audience through multi-channel marketing effectively. Channels such as email, websites, social media, display ads, and retail storefronts become touchpoints to connect with customers about their product or service. So, let us delve into multi-channel marketing (MCM) and understand how it helps you elevate your customer experience. Multi-Channel Marketing: A Multiverse of Possibilities When a customer browses a product on an e-commerce website, his social media ad recommendations reflect that. He may also receive a coupon in his email so he can complete his purchase. This is the essence of multi-channel marketing. According to Stellardigital, 72% of consumers prefer to engage with brands and enterprises through multi-channel marketing. With this in mind, businesses use marketing automation for its ability to streamline the complex criteria of MCM campaigns and boost their accuracy. MCM campaigns are sophisticated and detail-oriented in both, one-to-one interactions and broad demographic targeting. MCM facilitates: • Casting a Wider Net: Extensive Reach Marketers can reach a wider demographic through multiple channels. The target audience has a choice to interact with your brand through a medium they prefer and find comfortable. This factor can contribute to conversions. • Creating Multiple Touch Points: Improved Engagement Multiple touchpoints can enrich your marketing funnel and help you collect more data. This data will help you better understand your customers. It can also give you insights into what kinds of promotions work best for your audience. • Unified Marketing Approach: Brand Consistency Continually marketing on different channels ensures that you maintain brand consistency to attract customers. It could be a great way to help improve the reputation of your brand on the market so that your customers continue to buy from you. Hiccups in Implementing MCM Implementing MCM may not be a smooth-sailing ride. Here are some of the issues you might face while carrying out MCM campaigns: • Lack of Control You cannot funnel your audience to a specific medium you prefer. For example, a telephonic conversation may generate more conversions than a website. However, many customers prefer to order online. So, your chances of getting conversions dwindle. • Tedious to co-ordinate Many channels work in tandem in MCM. It is overwhelming to manage cross-promotions and integrated marketing together. Co-ordination might be the biggest struggle on the pathway to MCM success. • Expensive and Time-Consuming MCM campaign management is draining and time-consuming. You might have to hire dedicated staff that can devote time to the campaigns. In addition, MCM can be an expensive endeavor if your goals are not clear. Ensuring MCM Success Despite the challenges, you can execute MCM successfully by following these steps: • Get Acquainted With Your Audience Find out which channels your target audience spends most of their time on. This information will increase the efficiency of your MCM campaign. • Break the Channel Silo Ensure that in cross-promotional initiatives, different media and channels complement each other. • Test Your MCM Campaign Engage control groups to test the efficiency of your MCM campaign to avoid any mishaps and unexpected pitfalls. • Establish Multiple Touch Points Utilize touchpoints like social media, email newsletters, mail-in items and surveys to provide additional information on your product or service to your target audience. Wrapping It Up The biggest advantage of multi-channel marketing is that it reaches out to a broad demographic. It can amplify your marketing campaign’s reach and frequency and deliver your messaging effectively. An example of a successful multi-channel marketing strategy would be Apple. Apple’s physical stores are customer touchpoints that help Apple offer an immersive brand experience without pushing customers to make a purchase.

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CHANNEL PARTNERSHIPS

Simplify Channel Partnerships with Channel Partner Management Software

Article | May 23, 2022

Channel Partners: Scale Your B2B Sales B2B organizations form alliances with like-minded, goal-oriented channel partners such as resellers, distributors, service providers, vendors, agents, or retailers to increase their market share and scale their growth. Channel partners help organizations venture into new markets, passionately co-sell their products, market their offerings to customers, and achieve revenue through sales. As a result, you can focus on efficiently utilizing your existing resources to innovate and offer exceptional customer service instead of hiring new employees. In a candid conversation with Media 7 about the growth of the partner market. “We're working with some huge brands at the moment, we're giving companies a faster way to start Partner Marketing. Find the partners you want to work with, or the publishers or creators or affiliates, to promote your business.” Sam O’Brien, CFO at Affise How Do Channel Partnerships Drive Revenue? More than 90% of company executives and channel leaders expect to increase revenue directly through their partner ecosystem. (Source: 2021 Annual Channel/Partner Marketing Benchmark Survey conducted by Demand Gen Report and Channel Marketer Report) In a channel partnership, the ground rules for revenue generation are laid beforehand. Channel partners optimize their performance to match each other’s expectations. The revenue in channel partnerships is governed by the type of partnership. Some of the most popular channel partnerships are channel value-added resellers (VARs), service delivery partners, technology alliance partners, cloud service providers, and high-velocity partners. Channel partnerships drive revenue by: Increasing a brand’s market presence through the channel partner’s credibility Leveraging an already established customer base to improve brand recognition Enabling the sales channel using defined processes that accelerate lead conversion Offering a bigger network of connections in the target industry domain A revenue performance management strategy uses partner engagement data from marketing assets that help close deals. It helps you understand how every part of your partner network is performing and which areas need extra attention. You can do this effectively through partner relationship management (PRM). Read on to find out the finer details of PRM. Partner Relationship Management: How to Net on Channel Partnerships? Partnership relationship management is a combination of processes, software tools, and strategies that help businesses optimize their channel partnerships. Channel partner management software usually includes a partner portal, a customer database, and tools that allow businesses and partners to manage leads and opportunities. A PRM system also gives insights into the sales and revenue metrics to understand how well a partnership is faring. You can track inventory, product pricing, operational efficiency, and discounts through a PRM system. Streamlining PRM According to Gartner, PRM has expanded considerably in the past decade. In tandem, the importance of closely managing channel partner performance and partnership processes has increased. A good PRM solution for managing partner relationships takes care of the following parts of a channel partnership: • Partner Recruitment: Score and recruit partners based on an ideal partner profile to kick-start a successful partner program. • Partner Onboarding: Onboard ideal partners to your partner program to increase revenue and enter new markets confidently. • Joint Business Planning: Plan business strategies with partners to optimize partner sales processes. • Partner Training & Certification: Train and certify partners with on-demand product training and onboarding programs. • Partner Enablement: Provide partners with resources like playbooks that are industry-specific, covering sales cycle stages, and product details. • Lead Distribution & Management: Monitor, organize, and score leads based on their categories and assign them to channel partners. • Deal Registration & Management: Get insights into the channel’s sales after partners register their deals. • Marketing Development Funds (MDF) Management: Manage and process MDF applications from partners, tracking payments, and marketing campaign approvals. • Partnership Contracts Management: Manage special provisions, signing, documents, and archiving of partner contracts. With the help of automation, reduce labor costs, limit liabilities, and increase efficiency. • Partner Solutions Marketplace: Connect channel partners with prospective customers through a unified solutions marketplace. • Partner Performance Management: Optimize partner program by analyzing dashboards and reports that show the status of leads, and opportunities. • Communication & Collaboration: Communicate with partners at every stage of the sales cycle. Monitor opportunities and collaborate in real-time with partners about new deals. A great example of how channel partner management software can streamline partner management would be Halodata. As a leading distributor of information security products and solutions across Malaysia, Indonesia, and Singapore, Halodata managed a network of 80 resellers that sold 10 different products. The company invested countless hours into training, deal management, and coordination, which was challenging and affected its performance. Streamlining processes was crucial. It found a solution in Kiflo, a channel partner management software which helped define deal registration, set a clear business plan, and organized resources effectively. Halodata’s indirect sales went up by 33% in a year with Kiflo’s help. B2B Businesses Are Creating a Sales Machine with PRM Software B2B executives are giving priority to consolidating multiple systems into one to provide simplified support to their channel partners. The partner relationship management market size is set to reach $1994.76 million by 2026 (Market Research Future). The changes in digitization, the expansion of businesses in new territories, and the need to create external partnerships to strengthen sales channels are driving the market’s growth. Getting buy-in for PRM is no longer a hassle for B2B executives because they use partner management software for: Achieving productive marketing Providing partners with robust marketing material, implementing an MDF program, and periodically updating co-branded marketing materials that can be accessed through PRM software brings in more revenue. Addressing partner oversight PRM software provides analytics and reports that can give you insights into your partners’ performance. These insights can help you make critical changes to your channel strategy to achieve optimum results and avoid oversight. Real-time partner feedback Your channel partners can provide actionable insights that can help you adjust your approach to addressing customer pain points. Read more about effective channel partner management. Conclusion Based on the unique requirements of a business, channel partnerships take shape. They can be effectively managed using PRM solutions and enhance revenue growth strategies across different touchpoints. FAQ What features should you look for in PRM software? Some features that you should look for in a PRM software are partner profiles, partner portals, partner performance management, data integration, partner marketplace, and partner contract management. How does PRM help increase ROI? Partner relationship management helps increase ROI by providing businesses with a comprehensive view of how well their channel partners are doing, how they can empower their partners to do more, and what steps need to be taken to strengthen the partnership. How can you create a successful partner relationship management strategy? You can create a successful PRM strategy by using insights from PRM software to make decisions, streamlining lead management, onboarding, and training partners, and preventing partner churn through transparent communication.

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Spotlight

Zimmerman Advertising

Welcome to the machine. The retail growth machine. Owned by Omnicom Group, Zimmerman Advertising is the leader in building national retail brands. With offices throughout the country and a diverse range of clients in every retail sector, Zimmerman has grown to be one of the top advertising agencies in the USA.

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CHANNEL PARTNERSHIPS

BlackBerry Hunting for EMEA Partners After Program Re-Launch

BlackBerry | August 05, 2022

BlackBerry is on the hunt for new EMEA partners. The recruitment drive follows the re-launch of its partner program in the region. Last year BlackBerry secured 92% of its EMEA sales through partners. Now it is looking to enlist new strategic partners and regional specialists to help customers prevent cyber breaches. Axel Conrad, head of EMEA channel at BlackBerry, said the company was “doubling down” on EMEA partners. Axel Conrad, head of EMEA channel at BlackBerry, said the company was “doubling down” on EMEA partners. “Our UK channel partner roster has grown by 40% over the last 12 months and we continue to welcome new additions. With new senior leadership hailing from channel organizations, partners will notice the determined focus on ‘enablement.’” Conrad said partners work side-by-side with BlackBerry sales teams. They can also access “a highly competitive rebate program at 12% independent of any discount.” Growing MSSP Business The BlackBerry 2022 Threat Report found SMBs at particular risk, experiencing 11-13 attacks every day. Amid the growing threat landscape, BlackBerry announced in June it had updated its partner program. This included new marketing incentives, a global hiring campaign to boost partner support and a revamped curriculum of training, tools and enablement resources. The updates also include ways to help managed security service providers (MSSPs) tap into demand from SMBs for 24x7x365 managed Extended Detection and Response (XDR) services. “This is a market that industry experts expect will grow globally from $22.45 billion in 2020 to $77.01 billion by 2030. We’re thinking differently on MSSP licensing models and making new, innovative offers available through BlackBerry channel partners,” said Conrad. This, he said, will help them “to stay competitive and secure customers.” Doubling Channel Team Headcount BlackBerry already secures over 500 million endpoints worldwide. Conrad said now it aims to “equip, educate and enable” its partners on BlackBerry’s Cylance endpoint cybersecurity suite. Earlier this year, BlackBerry relaunched its redesigned Partner Hub. It also opened the new Quantum Lab, where EMEA partners can bring prospects and customers into BlackBerry’s own cyberattack simulation suite. It has introduced a complimentary additional security layer to apply on top of existing solutions to partners. As well as preventing breaches and malware, this enables partners to upsell their base even if customers already have existing, non-BlackBerry solutions for Endpoint Protection Platform / Endpoint Detection and Response (EDR). BlackBerry has also committed to significantly increasing the size of its channel team. It aims to double employee headcount in roles such as partner management, customer success and channel enablement. This is “to ensure partners have the technical and sales support to compete and win in the crowded EDR/XDR market.”

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CHANNEL PARTNERSHIPS

HMI Performance Incentives Wins a B2 Award For Channel Marketing Strategy

HMI Performance Incentives | August 10, 2022

HMI Performance Incentives, a global leader in B2B incentive and loyalty solutions, has been recognized with a Silver B2 Award by the Association of National Advertisers (ANA) for excellence in channel marketing strategy.The B2 Awards celebrate excellence in B2B marketing and strategy. B2 Award judges are B2B marketing professionals from various member organizations of the ANA, led by executive marketers who judge entries from the categories in which they have expertise.The award, in the category Channel Partner Program, was received for work with Pure Storage on their Pure Rewards VIP Program. This program targeted Pure Storage’s channel partners with an engaging and personalized experience, boosting channel loyalty and mindshare for Pure Storage. HMI Performance Incentives was the only winner in the category. In speaking about the award,'' MI’s B2 win with Pure Storage for Channel Program is an excellent example of our commitment in providing expert solutions to our clients. In partnership, we’ve been able to craft this unique and personalized strategy that has helped our client meet and exceed their channel business goals. He continued, saying, “I’m proud of the remarkable work of our entire team. The success of this program lies with HMI’s expertise, creativity, and dedication to client success.” Kiwon Chang, CEO of HMI Performance Incentives "We could not be more thrilled to see HMI receive this well-deserved recognition. HMI's deep expertise and unparalleled creativity has enabled us to deliver a global program that our channel partners love and are truly proud to participate in." - Brad Lipscomb, Senior Director Channel Operations. About HMI Performance Incentives People are an organization’s most important asset. Using data and behavior-driven methodologies, strategic design, creativity, and empathy, every company can achieve their growth and profit goals through a comprehensive incentive loyalty strategy. Founded in 1980 in Cambridge, MA, HMI Performance Incentives is a global leader in designing and managing incentive loyalty solutions. About Pure Storage® Pure Storage (NYSE: PSTG) gives technologists their time back. Pure delivers a modern data experience that empowers organizations to run their operations as a true, automated, storage as-a-service model seamlessly across multiple clouds. One of the fastest-growing enterprise IT companies in history, Pure helps customers put data to use while reducing the complexity and expense of managing the infrastructure behind it. And with a certified customer satisfaction score in the top one percent of B2B companies, Pure’s ever-expanding list of customers are among the happiest in the world. About The Association of National Advertisers The ANA is the U.S. advertising industry's oldest and largest trade association. Originally known as the Association of National Advertising Managers, it was established to promote cooperative relationships between regional and national advertising industries, manufacturers and dealers, and advertisers and agencies.

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Evolution Measurement appointed USA and Canada sales channel partner for DMA

Evolution Measurement | August 08, 2022

Evolution Measurement are proud to announce that they have been appointed as channel partner for Italian flight test instrument manufacturer, D. Marchiori Srl. (DMA) in the USA and Canada. DMA design and manufacture test equipment for aircraft systems and components such as: RVSM compliant Air Data Test Sets and Systems; Pitot-Static adapters and air data accessory kits, fly-by-wire flight control surface movement analysers; tachometer test sets; absolute pressure calibration standards and transfer standards; tilt tables and equipment designed to customer specifications. They also produce laboratory and production grade instruments as well as a comprehensive range of flight-line instruments. DMA’s precision aircraft ground test equipment is used in over 80 countries worldwide by established overhaul bases, civil airlines and general aviation and DMA are unique in being the only manufacturer to produce both test sets and a complete range of pitot-static adapters. Evolution Measurement’s Managing Director, Paul Crowhurst said, “Always delighted to be working with DMA, their flight test equipment is truly world class and we are excited to present the product range to our customers. We have detailed experience of this vibrant market and we’re looking forward to growing DMA’s presence in the USA and Canada.” Evolution Measurement’s Managing Director, Paul Crowhurst said, “Always delighted to be working with DMA, their flight test equipment is truly world class and we are excited to present the product range to our customers. We have detailed experience of this vibrant market and we’re looking forward to growing DMA’s presence in the USA and Canada.”

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CHANNEL PARTNERSHIPS

BlackBerry Hunting for EMEA Partners After Program Re-Launch

BlackBerry | August 05, 2022

BlackBerry is on the hunt for new EMEA partners. The recruitment drive follows the re-launch of its partner program in the region. Last year BlackBerry secured 92% of its EMEA sales through partners. Now it is looking to enlist new strategic partners and regional specialists to help customers prevent cyber breaches. Axel Conrad, head of EMEA channel at BlackBerry, said the company was “doubling down” on EMEA partners. Axel Conrad, head of EMEA channel at BlackBerry, said the company was “doubling down” on EMEA partners. “Our UK channel partner roster has grown by 40% over the last 12 months and we continue to welcome new additions. With new senior leadership hailing from channel organizations, partners will notice the determined focus on ‘enablement.’” Conrad said partners work side-by-side with BlackBerry sales teams. They can also access “a highly competitive rebate program at 12% independent of any discount.” Growing MSSP Business The BlackBerry 2022 Threat Report found SMBs at particular risk, experiencing 11-13 attacks every day. Amid the growing threat landscape, BlackBerry announced in June it had updated its partner program. This included new marketing incentives, a global hiring campaign to boost partner support and a revamped curriculum of training, tools and enablement resources. The updates also include ways to help managed security service providers (MSSPs) tap into demand from SMBs for 24x7x365 managed Extended Detection and Response (XDR) services. “This is a market that industry experts expect will grow globally from $22.45 billion in 2020 to $77.01 billion by 2030. We’re thinking differently on MSSP licensing models and making new, innovative offers available through BlackBerry channel partners,” said Conrad. This, he said, will help them “to stay competitive and secure customers.” Doubling Channel Team Headcount BlackBerry already secures over 500 million endpoints worldwide. Conrad said now it aims to “equip, educate and enable” its partners on BlackBerry’s Cylance endpoint cybersecurity suite. Earlier this year, BlackBerry relaunched its redesigned Partner Hub. It also opened the new Quantum Lab, where EMEA partners can bring prospects and customers into BlackBerry’s own cyberattack simulation suite. It has introduced a complimentary additional security layer to apply on top of existing solutions to partners. As well as preventing breaches and malware, this enables partners to upsell their base even if customers already have existing, non-BlackBerry solutions for Endpoint Protection Platform / Endpoint Detection and Response (EDR). BlackBerry has also committed to significantly increasing the size of its channel team. It aims to double employee headcount in roles such as partner management, customer success and channel enablement. This is “to ensure partners have the technical and sales support to compete and win in the crowded EDR/XDR market.”

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CHANNEL PARTNERSHIPS

HMI Performance Incentives Wins a B2 Award For Channel Marketing Strategy

HMI Performance Incentives | August 10, 2022

HMI Performance Incentives, a global leader in B2B incentive and loyalty solutions, has been recognized with a Silver B2 Award by the Association of National Advertisers (ANA) for excellence in channel marketing strategy.The B2 Awards celebrate excellence in B2B marketing and strategy. B2 Award judges are B2B marketing professionals from various member organizations of the ANA, led by executive marketers who judge entries from the categories in which they have expertise.The award, in the category Channel Partner Program, was received for work with Pure Storage on their Pure Rewards VIP Program. This program targeted Pure Storage’s channel partners with an engaging and personalized experience, boosting channel loyalty and mindshare for Pure Storage. HMI Performance Incentives was the only winner in the category. In speaking about the award,'' MI’s B2 win with Pure Storage for Channel Program is an excellent example of our commitment in providing expert solutions to our clients. In partnership, we’ve been able to craft this unique and personalized strategy that has helped our client meet and exceed their channel business goals. He continued, saying, “I’m proud of the remarkable work of our entire team. The success of this program lies with HMI’s expertise, creativity, and dedication to client success.” Kiwon Chang, CEO of HMI Performance Incentives "We could not be more thrilled to see HMI receive this well-deserved recognition. HMI's deep expertise and unparalleled creativity has enabled us to deliver a global program that our channel partners love and are truly proud to participate in." - Brad Lipscomb, Senior Director Channel Operations. About HMI Performance Incentives People are an organization’s most important asset. Using data and behavior-driven methodologies, strategic design, creativity, and empathy, every company can achieve their growth and profit goals through a comprehensive incentive loyalty strategy. Founded in 1980 in Cambridge, MA, HMI Performance Incentives is a global leader in designing and managing incentive loyalty solutions. About Pure Storage® Pure Storage (NYSE: PSTG) gives technologists their time back. Pure delivers a modern data experience that empowers organizations to run their operations as a true, automated, storage as-a-service model seamlessly across multiple clouds. One of the fastest-growing enterprise IT companies in history, Pure helps customers put data to use while reducing the complexity and expense of managing the infrastructure behind it. And with a certified customer satisfaction score in the top one percent of B2B companies, Pure’s ever-expanding list of customers are among the happiest in the world. About The Association of National Advertisers The ANA is the U.S. advertising industry's oldest and largest trade association. Originally known as the Association of National Advertising Managers, it was established to promote cooperative relationships between regional and national advertising industries, manufacturers and dealers, and advertisers and agencies.

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MARTECH

Evolution Measurement appointed USA and Canada sales channel partner for DMA

Evolution Measurement | August 08, 2022

Evolution Measurement are proud to announce that they have been appointed as channel partner for Italian flight test instrument manufacturer, D. Marchiori Srl. (DMA) in the USA and Canada. DMA design and manufacture test equipment for aircraft systems and components such as: RVSM compliant Air Data Test Sets and Systems; Pitot-Static adapters and air data accessory kits, fly-by-wire flight control surface movement analysers; tachometer test sets; absolute pressure calibration standards and transfer standards; tilt tables and equipment designed to customer specifications. They also produce laboratory and production grade instruments as well as a comprehensive range of flight-line instruments. DMA’s precision aircraft ground test equipment is used in over 80 countries worldwide by established overhaul bases, civil airlines and general aviation and DMA are unique in being the only manufacturer to produce both test sets and a complete range of pitot-static adapters. Evolution Measurement’s Managing Director, Paul Crowhurst said, “Always delighted to be working with DMA, their flight test equipment is truly world class and we are excited to present the product range to our customers. We have detailed experience of this vibrant market and we’re looking forward to growing DMA’s presence in the USA and Canada.” Evolution Measurement’s Managing Director, Paul Crowhurst said, “Always delighted to be working with DMA, their flight test equipment is truly world class and we are excited to present the product range to our customers. We have detailed experience of this vibrant market and we’re looking forward to growing DMA’s presence in the USA and Canada.”

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