Channel Leadership Survey 2024
2024-10-03Digital transformation provides a multitude of benefits for businesses, allowing them to remain competitive and thrive in today’s fast-paced, technology-driven landscape.
Technology is central to modern business operations, driving efficiency, improving decision-making, and elevating the customer experience. Partners play a critical role in ensuring that this technology reaches the "last mile"—the end users or consumers.
Absolutely! technology can streamline processes, automate tasks, and improve efficiency, allowing organizations to achieve more with fewer resources.
The Annual Channel Leadership Survey (CLS 2024) is an integrated report that marks a special milestone for the technology industry, as it is being released in the 25th Anniversary Special Issue in September. It is the 17th Year bringing a comprehensive survey, which has consistently focused on identifying key trends, emerging technologies, and product evolution (hardware, software, and services) by leading technology vendors.
The Annual Channel Leadership Survey (CLS) 2024 continues to be a testament to how the technology landscape is evolving, shaping the strategies of vendors, and reflecting the preferences of VARs and partners in the ever-competitive and dynamic marketplace.
The 25th Anniversary issue is set to be a landmark edition that offers a deep dive into the evolving dynamics of the technology channel ecosystem. It sheds light on 200 leading Channel Partners who have emerged as role models for vendors across the country. These partners, recognized for their forward-thinking strategies and excellence in execution, are playing a pivotal role in shaping the future of the technology landscape.
In addition to profiling these influential partners, the issue leverages in-depth reports from globally respected firms such as Gartner, IDC, Markets and Markets, Future Market Insights and others. These reports offer critical analysis on the market landscape in 2023-24, covering key trends, technological advancements, and market shifts that are influencing vendor-partner collaborations.
This issue aims to identify the true leaders in the industry, focusing on aspects such as overall sales performance, service support, product availability, channel initiatives, and partner incentives. The feedback gathered during this survey has already revealed critical issues within the channel ecosystem, leading to significant insights that vendors must address to foster stronger partnerships and ensure sustainable growth.
The survey uncovers, there are hesitation of channel partners to share customer data often stems from a lack of trust in the vendor's sales team or organization, driven by the fear of losing business to other channels or the vendor itself.
To overcome this barrier, it is essential for vendors to implement a transparent channel policy and establish a leakproof system that ensures the security and confidentiality of shared information.
The Channel Leadership Survey( CLS 2024) will provide an even clearer picture of which OEMs are excelling in this area, while offering valuable lessons for the industry at large on how to optimize channel partnerships.
ESDS digitally enabling its partners to enhance their overall performance
“Amid the ongoing digital transformation, we are fully committed to enabling and supporting our channel partners through advanced digital initiatives. We believe in creating a seamless digital ecosystem across all our sales channels. Our channel partners are equipped with digital resources to optimize their operations and customer interactions. We collaborate with various types of Channel Partners/SI/Alliances to provide end to end solutions, thus making a channel partner ecosystem. We also provide top-tier training programs, and tailored marketing support, ensuring that they can deliver maximum value to their clients. We have developed dedicated digital portals that allow partners to easily access and choose from a range of services, streamlining the process for them. This digital enablement empowers our partners to offer solutions efficiently, enhancing their overall performance. Furthermore, we are leveraging different B2B portals, such as those initiated by the government like the GeM (Government e-Marketplace) portal, to ensure streamlined and transparent interactions. Our go-to-market strategy for 2024-25 emphasizes a collaborative approach, leveraging strong partnerships and customer-focused innovations.”
Piyush Somani
Founder, CMD & CEO, ESDS Software Solution
Sophos’ Partner Care program enables partners to focus on growing their business
“At Sophos, we believe our partners are the executors of our success. As our reliance on digital transformation in the business landscape increases, we ensure that our channel partners thrive by providing the tools and support they need to succeed. We designed our Partner Care program to manage administrative and operational tasks, allowing partners to concentrate on expanding their business and strengthening customer relationships. With 24/7 support, partners can navigate licensing, quoting, and other non-sales-related inquiries with ease, allowing them to prioritize selling and secure clients. Through our partner initiatives, we ensure streamlined operations so our partners can meet the challenges posed by digital transformation head-on, with an unwavering focus on cybersecurity. We continue to prioritize a partner-first approach, empowering our channel partners with enhanced tools like our Partner Care program, and strategic integrations that simplify the deployment of cybersecurity solutions. We are also focused on growing our footprint in key verticals where the demand for sophisticated, AI-powered threat detection is high.”
Sunil Sharma
Vice President – Sales, India and SAARC, Sophos
Dell Technologies believes in contributing to both business growth and sustainability
“As digital transformation accelerates, channel partner ecosystems play a pivotal role in scaling and delivering value across industries. We launched our Partner Program with a renewed focus - Together, We Stop at Nothing. We offer one of the industry’s broadest portfolios, from client devices to the data centre, underpinned by an unwavering commitment to driving positive impact for business, people and the planet. Based on our partner program, they are able to plan their resources better, decide on the opportunity strategy more accurately and have more controlled and beneficial outcomes. Dell Technologies' go-to-market policy focuses on enhancing customer-centric solutions while leveraging its strong partner ecosystem. Key priorities include AI and GenAI integration across products, cloud computing, and edge solutions to support digital transformation. Dell aims to provide a seamless experience through scalable infrastructure and tailored services, helping businesses embrace AI and automation at all levels. Our strategy also emphasizes sustainability, ensuring that its solutions contribute to both business growth and environmental responsibility.”
Vivek Malhotra
Sr. Director & General Manager, India Channels, Dell Technologies
HPE emphasizing on empowering partners and VARs with advanced digital solutions
“At HPE, we are dedicated to supporting our partners in reimagining and transforming their day-to-day operations to unlock greater value and accelerate digital transformation. Acknowledging the challenges businesses encounter in adapting to evolving digital landscapes, we place a strong emphasis on empowering our partners and Value-Added Resellers (VARs) with digital solutions. We view our channel partners as integral extensions of our sales force, working collaboratively to drive mutual success. Our channel partners collaborate with HPE for three key reasons: to expand their customer base, increase market share, and accelerate revenue growth. With that, they contribute their expertise, resources, and capabilities, enabling us to deliver comprehensive solutions to our customers. We provide our partners with the essential tools, processes, and resources to develop and market products that drive business success. Moreover, with AI becoming a central force in both business and all aspects of life, our objective now is to assist partners in moving from simply identifying AI opportunities to successfully capitalizing on them.”
Amer Warsi
Director, Channels and Partner Ecosystem, Hewlett Packard Enterprise (HPE), India
Acer promotes strong relationships with partners through joint GTM efforts
“At Acer, we are committed to empowering our channel partners to thrive in the evolving digital landscape. We provide extensive training and upskilling programs to ensure our partners are equipped to navigate new technologies like AI and cloud computing. Additionally, we collaborate closely with them to promote sustainable practices, offering eco-friendly products that align with global environmental goals. Through co-marketing initiatives and joint go-to-market strategies, we foster strong relationships and ensure our partners are integral to our growth. Together, we are driving innovation and delivering exceptional value to customers. We have enabled our Partners Digitally on different platforms and we promote their digital eco system to generate inquiries for them. Our go-to-market policy for 2024-25 focuses on expanding our market presence while driving localized innovation. We are committed to offering products that cater to the unique needs of Indian consumers, emphasizing sustainability and AI-driven technologies. A key part of our strategy involves expanding our reach into Tier 2 and 3 cities to make technology more accessible.”
Sanjeev Mehtani
Chief Sales Officer, Acer India
Kaspersky expanding its partnerships for building its presence in MSP and MSSP space
“Kaspersky recognises that a robust channel partner ecosystem is essential for navigating the complexities of digital transformation in this country. We focus on strengthening our relationships with partners through our Kaspersky United Partner Program, which provides comprehensive support, including technology briefings, webinars, and training campaigns. This programme enhances our partners' ability to deliver top-tier security solutions and improve their response to end-users by boosting their cyber awareness and proficiency in Kaspersky’s offerings. We are also expanding our partnerships, such as our recent collaboration with Savex Technologies, to provide broader access to our solutions and increase our presence in the B2B Managed Services Provider (MSP) and Managed Security Services Partner (MSSP) markets. Our goal is to ensure that our partners are well-equipped with the knowledge, tools, and incentives needed to excel in a rapidly evolving cybersecurity landscape. Kaspersky’s strategy centres on expanding our footprint in the Indian market by leveraging our strong channel partner network and introducing innovative cybersecurity solutions that address the evolving threat landscape.”
Jaydeep Singh
General Manager for India Region, Kaspersky
Tenable's Partner Program strengthens its partners to deliver innovative solutions
“As a 100% channel-first company, Tenable is deeply committed to working alongside our channel partners—including top security technology resellers, managed service providers, distributors, and global ecosystem partners. Together, we empower organisations of all sizes to better understand and reduce their cyber risk.
Tenable is driving innovation across cloud security, OT security, vulnerability management, identity security, and external attack surface management. With Tenable One, we bring all exposure data into a unified platform, offering the context needed to help your customers prevent likely attacks. Taking a platform-first approach with Tenable One, essentially opens up a whole new revenue opportunity for our partners. This means that our partners can spend more time mapping our value proposition against customers' needs instead of taking a point solution approach which is already a crowded space. The Tenable Assure partner program is designed to make it easier for Tenable technology and channel partners to build and deliver innovative solutions to customer problems.”
Rajnish Gupta
Managing Director and Country Manager, Tenable India
Vertiv drives business growth with the help of a reliable partner network
“As digitization has reshaped industries in recent years, Vertiv has focused on building a reliable partner network to strengthen customer relationships and drive growth. To ensure our solutions meet evolving customer demands, we maintain strong two-way communication with our channel partners, keeping them informed of new developments. Vertiv's Partner Programme (VPP) offers 360-degree support, providing access to essential sales and marketing tools, product documentation, and partner-related resources. The Partner Portal further enhances this with up-to-date online and in-person training, enabling partners to effectively promote and sell our solutions in a customer-driven digital landscape. To support our partners' success, we introduced the Vertiv XR app, an interactive 3D platform that allows partners to explore our digital infrastructure solutions virtually. Additionally, we launched the Vertiv Marketing Center, which integrates marketing automation into the Partner Portal, helping partners generate leads and boost revenue by targeting the right prospects. These tools empower our channel partners to remain competitive and grow in today’s rapidly evolving market.”
Sanjay Zadoo
General Manager - Channel Sales, Vertiv
Dimensity SoCs – A key factor for MediaTek’s success in India
“MediaTek powers over 2 billion devices and is the chipset of choice for smartphone OEMs. Earlier, OEMs used MediaTek chipsets for mid-level and entry-level smartphones. However, within just five years of MediaTek launching the Dimensity family, MediaTek Dimensity has been established as the gold standard in smartphone technology. Today, MediaTek chipsets are the preferred choice of smartphone OEMs across different price segments. This has allowed MediaTek to dominate the Indian smartphone market with a 54 percent share, as reported by CounterPoint. One of the key factors contributing to MediaTek’s success in India is our exhaustive lineup of Dimensity SoCs, which bring premium features to mid-tier and mainstream smartphones. This allows us to cater to all segments of the market, which has been very beneficial for our partners as they can freely consider what is best for them from a market point of view. Moreover, with 5G driving innovations, MediaTek’s R&D teams are working towards advancements in 5G chipsets, modems and related technologies to drive the dynamic requirements of the OEMs and ODMs.”
Anku Jain
Managing Director, MediaTek India
ASUS has a strong value system in place while doing business with the channel
When it comes to interacting with the channel in commercial PC business, we work on three important principles - trust, transparency and ethics. This is the key foundation of ASUS’s key to success while doing business with the channel ecosystem. And this is true for all our lines of business. We are applying the same value system to our channel approach when we talk about our commercial PC business as well. The Channel needs to develop a very strong trust on the brand; reason being at the end of the day your channel shares a very vital and confidential information about opportunities that exist with the channel partner. Since we are a relatively new brand in the market, our channel partners put in a lot of effort in terms of developing an account for ASUS, and we therefore ensure full protection for our partners when they go out pitching for ASUS and convincing their end customers to adopt the ASUS brand.”
Dinesh Sharma
Vice President, Commercial PC, System Business Group, ASUS India
Juniper focuses on collaboration and equipping partners with resources and right training
“At Juniper Networks, we are navigating the evolving technology landscape by reinforcing our channel partner ecosystem through collaboration and support, which is vital for driving innovation. We recognize the unique challenges of the Indian market, and we are committed to adapting our products and services to meet these specific needs, ensuring high performance and scalability. Our Go-To-Market strategy for 2024-25 reflects this commitment. We are focusing on collaboration, providing our partners with the resources and training they need to thrive. Together, we are creating AI-Native networking solutions that seamlessly connect from client to cloud across the Campus, Data Center, WAN and Security domains, while supporting businesses embrace digital transformation and drive growth. It’s an exciting time, and we are all in this together.”
Rajeshkumar S
Technology Head, Enterprise & Government, India & SAARC, Juniper Networks
CommScope’s formula for success lies in a resilient and strong partner network
“CommScope believes that a strong collaboration with our partners is the best way to bring essential solutions to the forefront of an evolving Indian market and for a new breed of digitally savvy customers. Our PartnerPRO Network forms the foundation of this association by featuring an exclusive global network of experts designed to help customers and partners discover new revenue opportunities. The network consists of CommScope-authorized local distributors, solution providers, consultants and alliance partners that are trained to provide local insights, which puts our high-performance solutions to work. This structure provides our customers access to the right provider based on their needs. For our partners, this structure allows them to select the right relationship with CommScope based on their business model and expertise. CommScope has built programs around our four partner types to support our market solutions. Extensive guidance and access to resources for partners are also included as part of the PartnerPRO program, to elevate their marketing and technical expertise, and build trusted and mutually profitable relationships.”
Kalyan Deep Ray
National Channel Manager, Enterprise Sales, India & SAARC, CommScope
SonicWall tries to align its cybersecurity goals with those of its channel strategy
“To combat the use of AI in cyber-attacks, SonicWall employs machine learning and behavioural analysis to detect deviations from normal network patterns, enhancing their ability to spot previously unknown threats. Our products also feature automated threat response mechanisms, which help to quickly neutralize threats and minimize damage. SonicWall maintains effective communication with its channel partners through a variety of structured and strategic methods that align with our cybersecurity goals and strategies. We provide partners with comprehensive resources and training programs to ensure they are well-versed in the latest SonicWall technologies and threat landscapes. We provide regular and transparent communication that is facilitated through dedicated partner portals, newsletters, emails and webinars, which keep partners informed about new product releases, security advisories, and best practices. Additionally, SonicWall's support teams work closely with channel partners to offer technical assistance and guidance, ensuring that they can effectively deploy and manage SonicWall solutions.”
Debasish Mukherjee
Vice President, Regional Sales, Asia Pacific Japan, SonicWall
Pure Storage enables partners with appropriate tools, automation, and incentives
“Strengthening our ecosystem of channel partners is a top focus for Pure Storage, particularly in light of the quickly changing digital landscape. Our goal is to enable our partners to expand their businesses proactively by providing them with the appropriate tools, automation, and incentives. Our improved partner program, which offers customized rewards and updates in line with the service-led and subscription-based economy we're moving toward, is one of the main components of this. By providing all of our storage subscriptions via the channel, we make sure that our partners are able to provide cutting-edge solutions, streamline cloud migrations, and achieve positive business results for their customers. We have also made significant investments in managed services, reallocated resources to target various market segments, and implemented product-specific rebate incentives to promote portfolio adoption. As a 100% channel-driven company, Pure Storage remains 100% committed to our partners. They are an extension of our business, guiding our shared customers to digital transformation and powerful business outcomes.”
Jithesh Chembil
Head of Channels, India, Pure Storage
GoTo designs its partner initiatives to address ecosystem challenges and promote growth
“At GoTo, continuously bolstering our channel partner ecosystem remains a strategic priority. We are committed to maintaining open dialogue with the extensive network of over 14,000 partners globally to ensure we address their evolving needs effectively. To achieve this, we regularly organise summits and regional events where we showcase new features and forthcoming innovations in our solutions. These events are critical for understanding and addressing the challenges the partners encounter, allowing us to refine the products to better meet their requirements. Such interactions not only facilitate invaluable connections but also foster efficient collaboration, driving mutual growth.
The GoTo Partner Incentives program and the recently introduced 30-day lead-generation initiative are designed to address ecosystem challenges and stimulate business growth. During the India Partner Summit 2024, we celebrated the channel network growth with over 2,000 new partners in India out of a global total of 14,000+ partners. Our go-to-market strategy is centered around a channel-first approach, leveraging established partnerships to drive business growth and market penetration.”
Yvette McEnearney
Senior Director - Channel, APAC, GoTo
Check Point emphasizing on partner enablement and new customer acquisition
“Check Point Software has adopted a comprehensive approach to reinforcing its channel partner ecosystem, particularly as digital transformation accelerates. Our 100% channel-only route to market ensures that all business transactions occur within our robust channel ecosystem. In 2023, we revamped our partner program with the introduction of the New Generation Partner Program (NGPP), which enhances partner performance, streamlines deal registrations, and simplifies the tiering structure, for better alignment with partner investments.
We have invested heavily in partner training and enablement, offering certifications through both online and in-person platforms, ensuring that salespeople and engineers are well-equipped to sell and support our solutions. We also leverage tools like Check Point Partner MAP and the Check Point Engage App, which help partners access essential resources and competitive intelligence to streamline operations and increase profitability.”
Manish Alshi
Senior Director, Channels & Alliances, Check Point Software Technologies India & SAARC
Veeam focusing on expanding its reach to Tier 3 cities
“To reinforce our channel partner ecosystem amidst digital transformation, Veeam prioritizes a holistic approach for partners that goes beyond mere transactions. We have embraced a digitization-first strategy, becoming entirely paperless in our operations. We process purchase orders and manage the complete lifecycle without using any paper. This not only enhances our agility and efficiency but also reduces errors. We are dedicated to protecting our partners and ensuring fair revenue sharing and rewards. Understanding that each partner's needs vary, particularly across different regions, we develop bespoke programs tailored to these unique requirements. By actively listening to our partners and incorporating their feedback, we create programs that align with their specific needs. For FY 24-25, we will concentrate on expanding our presence in Tier 1 to Tier 3 cities. We are also focusing on partnerships with technology providers, including ISVs. Additionally, our cloud service providers will enhance our reach, enabling us to cater to diverse customers with unique value propositions, such as "pay as you grow.”
Amarish Karnik
Channel Sales, Alliance - India & SAARC, Veeam Software
Western Digital strengthening partners with training, technical resources and marketing support
“Building strong relationships with our channel partners is crucial to our success, especially in today’s digital landscape. To empower them, we offer a variety of initiatives, including TechTalk—an app-based training module—and utilize WhatsApp Business for sharing product updates and educational content. At Western Digital, we prioritize maintaining strong brand-distributor connections through proactive communication, targeted training, and incentive-driven campaigns. Our approach focuses on education, recognition, and engagement, ensuring our partners are fully equipped to adapt to evolving client needs and market shifts. We also provide incentive programs like the SanDisk League of Heroes, along with digital toolkits containing product collateral and social media resources, to help our partners thrive in the digital space. Our channel policy revolves around partnership, trust, and shared growth. We view our channel partners as an essential part of our extended family, working closely with them to ensure their success while delivering top-tier value to our customers.”
Khalid Wani
Senior Director – Sales, India, Western Digital
TP-Link prioritizing digital engagement to empower its partner ecosystem
“We are reinforcing our channel partner ecosystem amidst digital transformation by focusing on three key areas -
• Digital Enablement: We have enhanced our partner portal with real-time support, on-demand training, and access to the latest product information. This helps partners stay updated and efficient in addressing customer needs.
• Customized Digital Marketing Support: We are providing partners with digital marketing tools and tailored campaigns to help them expand their reach and connect with a broader audience online.
• Incentives and Loyalty Programs: We are strengthening our loyalty programs and offering incentives to partners who excel in adopting digital strategies. This motivates them to integrate digital tools into their businesses and stay competitive in a rapidly evolving market. Besides, our Go-To-Market (GTM) strategy for 2024-25 is centered around driving growth through innovation, partnerships, and localized solutions.”
Sanjay Sehgal
Director & COO TP-Link India
Sify Technologies adopts a 'Grow Wide, Grow Deep' channel strategy
“With cloud at the core of our solutions portfolio, we are uniquely positioned to help large, mid and small sized businesses in their digital transformation journey. We are working closely with our partners to ensure that they are adequately trained to drive the digital transformation conversations with customers. We look at our partners as an extended arm of Sify. They have access to the same training programs and training material that our own sales teams go through. This helps partners have a clear understanding of the latest technologies and innovative solutions from Sify that can help them gain a competitive edge. We see the channel as a key growth driver for us in 2024 - 25 and beyond. We want to lead in the market with a Partner first strategy. Our channel strategy is simple - Grow wide, Grow deep. We intend to strengthen our engagement with existing partners and enable them to take advantage of our products and services to win in the fast changing consumer landscape.”
Rajat Gossain
Head of Channel Business, Sify Technologies
CyberArk investing heavily in Channel Partner program
“CyberArk has one of the industry’s largest global networks of identity security-focused partners. The CyberArk Partner Network brings together more than 1,300 global systems integrators (GSIs), managed service providers (MSPs), strategic outsourcers, advisories, distributors as well as global and regional marketplaces to deliver innovative identity security solutions. CyberArk is making substantial Channel Partner Program investments in strategic areas such as expanding key routes to market, investing in new ways to enhance collaboration and program efficiency, while continuing to improve the overall partner experience. CyberArk also continues to enhance training and offer new certifications to deepen partner knowledge, which significantly expands CyberArk’s market reach and customer time to value. Building on its strong customer-first orientation, CyberArk is applying the same user experience principles and methodologies to its partner program. This means improving on the digital partner experience with new tools and technologies, shared workspaces and other ways to interact, market and learn from the partner community.”
Ajit Ramnath
Senior Partner Manager - India and SAARC, CyberArk
Empowering and uniting partners through UiPath Academy
“Our channel partner ecosystem is the driving force behind our continued success. Over 90% of our business involves selling to, through, or with partners. We collaborate with partners on joint go-to-market strategies and product integrations to create solutions that address specific customer needs. At UiPath, we are strengthening our channel partner through our UiPath Academy. UiPath offers our partners the same training that we provide to our own internal teams to sell and deliver our industry leading platform. Our training is designed to educate all the key roles within an Automation Centre of Excellence, from Automation developers, solution architects, and infrastructure support to project managers and business analysts. Our 24/7 support through our partner portals provides necessary tools and resources to further enhance their intelligent automation capabilities. Through these initiatives, we aim to significantly elevate our partners' technological expertise, unlock unprecedented opportunities for business growth, and sharpen their competitive edge in the market.”
Nitin Kotian
Head, Partner/GSI Ecosystems - India & South-Asia, UiPath
Varonis Partner Program designed to drive mutual success
“Varonis uses a combination of advanced technologies and strategies for threat detection and response in our products. Our Data Security Posture Management (DSPM) tool continuously discovers, maps, monitors and protects data, automatically addressing risks and enforcing policies. With our Data Detection and Response (DDR) system, we track data access, permission changes and other activities, building behavior baselines to identify and respond to threats. For our SaaS customers, we also offer Proactive Incident Response, where a dedicated analyst monitors alerts and investigates suspicious activities. Our Varonis Threat Labs team, with extensive experience in threat intelligence, actively seeks vulnerabilities and integrates their findings into our platform. The Managed Detection Discovery and Response (MDDR) service, with expert threat hunters and advanced technologies protect against the threats. To maintain effective communication with our channel partners, and ensure alignment on cybersecurity goals and strategies, we rely on our Varonis partner Program (VPP). Our program is designed to drive mutual success by offering support and resources to our partners.”
Maheswaran S
Country Manager – India, Varonis
F5 Unity+ helps partners to differentiate and grow
“India is currently undergoing a wave of digital transformation that is rapidly changing the country's social, economic, and technological landscape. With the rapid adoption of emerging technologies and new initiatives by the government, India has become one of the world's largest digital markets, with significant investments being made in digital infrastructure, skills development, and innovation. In this environment, partners are critical to delivering a superior customer experience. To support and encourage our partners we launched F5 Unity+, an innovative channel program designed to be flexible, simple, and profitable, providing partners with the differentiation and benefits they need to grow their business with our expanded portfolio of application solutions and services. The program is aimed to increase partner profitability by moving beyond traditional booked revenue incentives and rewarding partners for investing in new strategic focus areas that helps customers during their transformation journey. Our go-to-market strategy for FY 2024-25 is driven by our partners by innovation, customer-centricity, and a commitment to help secure every app.”
Munish Bhasin
Director- Channels & Alliances, F5
IceWarp focusing on building strong regional partnerships
“We are committed to empowering our channel partners by providing them with the tools, resources, and support they need to navigate the rapidly evolving digital landscape. Our partner ecosystem is at the core of our growth strategy, and we are constantly enhancing it through regular training, certifications, and collaboration programs. We have introduced partner-centric initiatives that allow for increased flexibility and customized solutions tailored to specific industries. By fostering a co-creation model, we help our partners innovate and deliver seamless digital transformation solutions to their clients, ensuring mutual success. Our GTM strategy for 2024-25 is centered on expanding our reach while deepening customer engagement. We aim to strengthen our presence in Tier 2 and Tier 3 cities, recognizing the immense potential for digital adoption in these areas. We are focusing on building strong regional partnerships, increasing localized marketing efforts, and offering tailored solutions that address specific regional challenges. By leveraging a mix of direct and channel-driven approaches, we are poised to drive growth and reinforce our position as a leading player in the Enterprise Email and Collaboration space.”
Anita Kukreja
Head-Strategic Alliances & Brand, IceWarp
ViewSonic invests in digital platforms to easily cooperate and communicate with partners
“At ViewSonic, we recognize that the rapid pace of digital transformation presents both challenges and opportunities for our channel partners; hence, we are committed to empowering them with strategic initiatives. We are making investments in digital platforms and solutions that facilitate easy involvement, communication, and cooperation with our partners. In order to give partners the most recent insights, we have also improved our partner-centric portal and made it possible for them to access real-time product information, training materials, and marketing collateral. In an effort to encourage our partners, we also offer training courses and digital materials that provide them with the skills and information they need to market and support our solution offerings successfully. In addition, we have introduced promotions and incentive programs specifically designed to reward partners for their success and commitment. These initiatives enable our partners to adapt and grow in a dynamic market environment by embracing digital transformation.”
Muneer Ahmad
Vice President, Sales and Marketing, ViewSonic India
Seagate Technology aims at enhancing and expanding its partner network
"Channel partners are crucial to Seagate, driving mutual business growth and success through shared incentives and goals. Seagate is dedicated to building a strong and versatile partner ecosystem that can succeed in the changing digital environment. Our aim is to continuously enhance and broaden our partner network by providing extensive training on product knowledge and technological advancements, offering supporting co-marketing efforts, and equipping them with essential business tools. These resources help keep partners’ current with industry developments and effectively serve the customer needs. A great example of this is our Seagate SkyHawk Partner App, a critical tool that fosters real-time communication and provides partners with instant access to essential information such as storage requirements, investment calculators, and online warranty service bookings. Seagate’s go-to-market policy for 2024-2025 is centred around providing cutting-edge, sustainable and scalable storage solutions that meet the dynamic needs of the AI-driven data landscape, thereby enabling businesses to thrive, innovate and achieve success.”
Sameer Bhatia
Director of Asia Pacific Consumer Business Group and Country Manager for India & SAARC, Seagate Technology
Crayon Software offers a customized GTM strategy to strengthen its channel ecosystem
“At Crayon, we recognize the critical role digital transformation plays in shaping businesses today, and our channel partner ecosystem is central to that shift. To strengthen this ecosystem, we provide our partners—whether they are system integrators, service providers, or independent software vendors—with a customized Go-To-Market (GTM) strategy that addresses their specific needs. Our partners benefit from instant access to our global team of software and cloud experts, a dedicated account manager, best-in-class technical support, and an industry-leading cloud and software procurement platform. We also continuously invest in knowledge-sharing initiatives, including webinars and advisory services, to ensure that partners stay informed about emerging technologies such as Artificial Intelligence, Machine Learning, and cloud innovations. Vendor incentive programs and cloud cost management strategies further empower our partners to maximize revenue opportunities, thereby reinforcing their position in the market. Our go-to-market policy for 2024-25 is centered around a partner-first approach, driven by collaboration, innovation, and scalability.”
Venkataraman D
Executive Director of Sales & Strategy, Crayon Software Experts India
Streamlining partner business with the new Securonix Elevate channel program
“Securonix recently launched a new channel program called Securonix Elevate designed to streamline the way our partners do business with us while empowering them to better serve their customers. Through Securonix Elevate, we are equipping partners with our AI-Reinforced SIEm Platform together with Securonix EON, our cutting-edge AI capabilities, enabling them to deliver superior threat detection, investigation, and response (TDIR) to their customers. With this program, our partners can develop tailored solutions that address a wider range of security challenges. For the first time, we are offering UEBA as a standalone solution that partners can offer to customers as a tool that can run on the customer’s existing SIEM platform to more quickly identify and thwart insider threats. In addition, we are forming strategic partnerships with leading companies such as Tech Mahindra, Hitachi, ValuePoint, and RAH Infotech to further expand our channel ecosystem. In the Asia-Pacific region, we’re also proud to be a partner with NEC.”
Shalabh Bhatnagar
Channel Head (India and SAARC), Securonix
Versa Networks intends to consolidate its business with the top channel in 2024-25
"With lot of customers embarking on the digital transformation journey, we are engaging with partners who work on these projects and help customers in this journey. We also work with lot of OEMs who complement our solution and give the overall solution which will help the customers. For the year 2024-25, we intend to consolidate our business with top 10 partners who have invested with us in the last 2-3 years to get their teams trained both on sales and technical side. We have built extended channel team to give coverage to next set of 10 partners and drive the last set of long tail partners through our distribution partners. We are also committed to Make in India initiative as we are getting most of our HW manufactured in Pune, India."
Venkata SR Datla
Channel Sales Head - India & SAARC, Versa Networks
DigiCert’ GTM strategy centered around deepening its presence in key sectors
Anant Deshpande, Regional Vice President, DigiCert, India & ASEAN
“DigiCert is enhancing our partner support in India through comprehensive partner programs that focus on the latest trends in cybersecurity, digital trust, and emerging technologies. Our endeavor is to build partner capabilities on Digicert solutions which enable us to jointly serve the evolving needs of the market. The DigiCert Integrated Partner Program is designed to help partners reach their full potential as leaders in Digital Trust. Partners can access the full suite of DigiCert solutions, and sales motions, with tailored resources that align to where they are on their partner journey. Multi Modal training, especially on the Digicert One Platform, Marketing resources, API integrations, Reporting and Dashboards are all available to partners as part of this unique program. With this commitment, we are well on the way to significantly grow our partner-driven revenue for Digital Trust Solutions over the next year.
For the fiscal year 2024-25, our go-to-market strategy is centered around deepening our presence in key sectors such as Finance, HiTech, and Enterprise Customers, where the demand for secure digital solutions is expected to grow rapidly. We aim to leverage strategic partnerships and alliances to expand our reach and provide tailored solutions that address industry-specific challenges, particularly around digital trust and security. Our focus will also include driving awareness about the importance of AI, Quantum readiness and the security of IoT devices, ensuring organizations can confidently embrace these technologies. By aligning our offerings with market demands and customer feedback, including our initiatives around quantum readiness, we aim to establish DigiCert as the trusted leader in digital security across India.”
Axis committed to fostering strong alliances with partners worldwide
Sudhindra Holla, Director, Axis Communications, India & SAARC
“Axis Communications is enhancing its network of channel partners with a robust Channel Partner Program designed to address digital transformation needs. This program features multiple membership tiers, extensive training and certification, marketing and sales empowerment, technical support, and options for specialization. By offering these resources and support, Axis aims to boost collaboration, help partners thrive in a fast-changing market, and enable them to stand out and provide effective solutions to their customers.
Axis Communications' go-to-market policy for 2024-25 is built on three core pillars: enhancing global partnerships, continuous skill development, and expanding our channel base. We are committed to fostering strong alliances with our partners worldwide, understanding that collaboration is key in today's competitive landscape and incorporating this into our long-term goals. Simultaneously, we are also focusing on continual partner skill development and training to keep pace with evolving market trends, particularly the shift towards utility consumption models.”
InstaSafe with its trusted partners ensures its customers benefit from best-in-class solutions
Romita Das, Director - Channels & Alliances, InstaSafe Technologies
“Adopting a market approach that involves leveraging partners, InstaSafe is strengthening its Channel Partner Ecosystem amidst the ongoing secure digital transformation. The pandemic triggered massive digitisation and an unprecedented migration to the cloud, led to a tremendous uptake in demand for cybersecurity solutions across the industry. With attackers also becoming more innovative and persistent, security has become an important topic that is a key subject matter at board meetings today. We typically engage with approximately 65 or more partners in each of our key markets and our strategy involves identifying two to four partners in each major region who desire to collaborate and invest with us.
Our 2024/2025 GTM strategy focuses on a few critical pillars aimed at fostering growth, expanding market reach, and strengthening partnerships to ensure that businesses remain secure in an increasingly digital world. InstaSafe platform currently offers ZTNA, MFA, SSO, device binding, identity and access management in a modular approach. InstaSafe is also partnering with various MDM and other OEM partners to offer comprehensive secure solutions for mobile devices addressing issues of device binding and device posture check. In addition to geographical expansion, the company is aiming to penetrate new verticals such as healthcare, manufacturing, and education, where cybersecurity has become mission-critical.”
Empowering partners to align their growth with the evolving market dynamics
Dhruv Khanna- CEO & Co-Founder Data Resolve Technologies
"At Data Resolve Technologies, we are deeply committed to strengthening our channel partner ecosystem amidst the ongoing digital transformation. With a wide range of channel partners across all regions, we are implementing several strategies to ensure our partners are empowered and aligned with the rapidly evolving market dynamics -
1. Enhanced Partner Enablement & Training: We offer continuous training and sales enablement sessions to ensure our partners are always informed about the latest product updates, selling techniques, and access to up-to-date documentation. Through a combination of interactive webinars and hands-on workshops, we empower our partners with the knowledge to effectively position and deliver our solutions to their clients.
2. Advanced Digital Tools & Resources: To enhance collaboration and communication, we’ve developed digital platforms that offer real-time access to essential resources, including marketing materials, product updates, sales tools, and technical support. These platforms ensure seamless integration of our solutions into our partners' offerings, with features like virtual tours on our website and easy access to our support portal to efficiently manage their engagements.
3. Use Case-Driven Insights: We empower our partners to address specific, real-world use cases by providing deep insights into employee behavior, data leakage patterns, and insider threats. These insights enable our partners to offer tailored solutions that meet the unique needs of each customer. By focusing on practical, use case-driven case studies enhance customer security postures and drive faster decision-making.
4. Collaborative Marketing Campaigns: We actively collaborate with our channel partners to co-create marketing campaigns that resonate with regional market demands. Our partnership model ensures that we support partners with designed social media posts that drive product awareness and demand generation.
5. Global Expansion & Regional Focus: With our recent expansion into new regions such as Singapore and Canada, we are also focusing on strengthening local partnerships. Our goal is to provide region-specific support and customization, ensuring that our partners can serve clients more effectively in their respective markets.
By implementing these strategies, Data Resolve Technologies ensures that our channel partners remain competitive, well-supported, and fully equipped to meet the needs of a digitally transforming world."
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