Driving an Impactful Channel Business with a Successful Partner Program

Expanding a business through a partner program strategy is crucial, but managing the complexity of the program is equally important. As partners increasingly develop hybrid business models shifting towards software, subscription and services, there is the need for creating a successful Channel Partner Program that requires strategic planning, investments, and a focus on seamless collaboration. 

The Channel Partner Program is a strategy to motivate and engage channel partners to create more value for customers. Transformation requires upfront capital and time investments to create seamless collaboration between humans and systems, as well as between networks. To effectively scale a partner program, recognizing regional differences and similarities becomes crucial. 

Building a successful partner program is essentially important for reaching out to new markets and geographies, generating high-quality leads & boosting sales, improving the principal vendor’s marketing campaign, and growing the business in a cost-effective manner.

Let us have a look at how some of the prominent players in the Indian tech industry have stood to gain by investing in a well-curated and researched partner program -  

A THRIVING CHANNEL ECOSYSTEM
Recognizing the vital role that its channel ecosystem plays in expanding footprint, CP Plus has implemented several initiatives to accelerate digital transformation among its partners and VARs. One of its primary focuses has been on streamlining and enhancing the partner experience through its go-to-market strategies.

“We have launched dozens of CP PLUS Galaxy Stores over the past one year. These stores not only act as retail outlets but also serve as centers for education and awareness about its product offerings.”  

“To achieve this, we have established CP PLUS Galaxy Stores in collaboration with local distributors across the country,” says Aditya Khemka, Managing Director, CP PLUS. “These stores serve as hubs for showcasing state-of-the-art solutions, making them readily available even in the remotest towns of India. This approach not only empowers system integrators (SIs) but also facilitates end-users in better understanding emerging technologies.”

Over the past year, CP Plus has launched dozens of CP PLUS Galaxy Stores, strategically located to ensure widespread accessibility. These stores not only act as retail outlets but also serve as centers for education and awareness about its product offerings. By making advanced solutions accessible at the local level, CP Plus is democratizing technology and empowering partners to cater to diverse market segments effectively.
“In addition to physical stores, we have also invested significantly in online initiatives to support our partners. We have developed dedicated partner portals, focused apps, and other service support endeavors to empower our partners digitally. Through these online channels, partners can seamlessly manage various aspects of their business operations, from product ordering to earning rewards to efficient servicing,” Aditya Khemka says.
When designing its partnership model, CP Plus undertakes several key steps to create a thriving and connected ecosystem. 
“Firstly, we conduct thorough market research to understand the needs and challenges of our partners and VARs. This enables us to tailor our programs and initiatives to address their specific requirements effectively.
Secondly, we engage in open communication with our partners to gather feedback and insights continuously. By actively listening to their input, we can identify areas for improvement and refine our partnership model accordingly.
Thirdly, with the help of our Mission Tech programme we provide comprehensive training and support to our partners to empower them with the knowledge and skills needed to succeed in today's competitive market.”
Overall, CP Plus’ approach to empowering partners and VARs is centered on collaboration, innovation, and continuous improvement. 

SAS BUILDING SUCCESSFUL PARTNERSHIPS
For SAS, its Partner Program is crucial for expanding reach by enabling the company to leverage the network, expertise, and resources of partners to access new markets and customer segments. This broad market exposure is often challenging to achieve independently, and partnerships provide a strategic gateway to tap into uncharted territories. 

“The SAS Partner Program is built around providing the right tools for partners to build business plans that drive strong GTM strategies along with building professional competency on SAS products/solutions. This leads to a competitive advantage in the market for sustained business growth.”

“By working with partners, we can enhance market penetration, acquire new clients, and ultimately increase revenue,” says Manish Nair, Head of Alliances and Channels, SAS. “Partnerships are built on trust, as it serves as the cornerstone of collaboration, fosters mutual respect, and underpins the foundation of shared goals and objectives. We believe each partner brings unique capabilities and assets which contribute to our joint success and differentiates us in the market.”'

The SAS Partner Program is built around providing the right tools for partners to build business plans that drive strong GTM strategies along with building professional competency on SAS products/solutions, which lead to a competitive advantage in the market for sustained business growth. It believes each partner brings unique capabilities and assets which contribute to our joint success and differentiates us in the market.

 A few aspects which SAS believes helps the brand in building successful partnerships are - 
•    Joint Business Planning - SAS Channel Managers assist partners with developing robust business plans with clear roles, responsibilities, and expectations, helping them drive successful go-to-market strategies while also listening to their feedback to improve partner experiences.
•    Measure and Evaluate Channel Performance - A clear agreement on performance metrics is set with partners. These performance metrics should provide insight into mutual goals and key performance indicators (KPIs) like enablement resources, revenue goals, marketing plans, etc.
•    Regular Reviews - a periodic review of the partnership ensures it aligns with objectives and that the communication channels are effective. 

HPE CREATING NEW PARTNER OPPORTUNITIES
Partners have always been integral to HPE's success. They play a critical role in accelerating its business, bringing its innovative solutions to life, and helping the brand reach its end customers in diverse markets. HPE partners offer their expertise, resources, and capabilities, which help the company provide comprehensive solutions to its customers.

“The HPE partner program allows partners to earn incentives and have access to preferential pricing as well as benefit from its extensive training and certification programs. They get access to the HPE specialists to answer any customer questions and the opportunity to collaborate with other partners.”

“Our top-rated partner programs allow us to expand into new markets and customer segments, increasing our sales potential and reaching a broader audience,” says Amer Warsi, Director – Channels and Ecosystem Sales, Hewlett Packard Enterprise, India. “It helps drive differentiation and deliver exceptional outcomes to our shared customers.”

The partner program allows partners to earn incentives and have access to preferential pricing as well as benefit from its extensive training and certification programs. They get access to the HPE specialists to answer any customer questions and the opportunity to collaborate with other partners. HPE also offers resources to create their own targeted digital campaigns to increase their reach to potential customers. This allows them to create new value opportunities and reduce time to market.

HPE prioritizes unambiguous and open communication, which is the foundation of its collaborations with partners. It tactfully connects its partners with the right HPE business units to ensure both parties understand their roles in meeting HPE’s shared customers' technology needs.

HPE acknowledges the mutual growth and outstanding performance of its channel partners. To ensure fairness and transparency in its partnership model, HPE conducts the Total Partner Experience (TPE) survey annually, gathering candid feedback from the partner community. 

“Evaluated on 20 parameters such as strategy, pricing, and initiatives, TPE results help us measure the effectiveness of partner programs and incentives, while identifying areas for improvement. This valuable feedback allows us to enhance our partner experience by providing unmatched sales and field enablement, financial incentives, and rewards. In turn, partners drive joint success with HPE through maximum transparency and collaboration,” explains Amer.

CHECK POINT SOFTWARE ON A CHANNEL EXPANSION SPREE
Check Point follows a channel-only route to market, with 100% of Check Point India's business coming through channels. These partners encompass various routes to market, including resellers, systems integrators, managed security service providers (MSSPs), independent software vendors (ISVs), and others. Regardless of the specific route, each transaction occurs within our channel ecosystem. 

“Check Point Software’s journey in India spans over 23 years, during which we have consistently relied on channel partners, with a few of its partners journeying with the company for decades. We have recently opened a new office in Bangalore, highlighting our investment in India.”

“We had about 250 active partners transacting with us at least once a year. Currently, we have over 600 such partners. We expect to onboard an additional 150 partners this financial year, expanding our coverage across the country,” confirms Manish Alshi, Head of Channels and Growth Technologies - India & SAARC, Check Point Software Technologies. “This growth demonstrates our increasing reach and impact in the Indian market. Our channel partner network is crucial for navigating the cybersecurity landscape and we are committed to growing our ecosystem and empowering partners to deliver unmatched value globally.”

Check Point Software’s journey in India spans over 23 years, during which it has consistently relied on channel partners, with a few of its partners journeying with the company for decades. 
“Going forward, we will continue to double down on partner enablement by providing certifications, streamlining our partner program, and boosting technical support. We are adopting a hands-on approach to partner technical enablement with regular training sessions and collaboration with distribution partners for nationwide centers. Our revamped deal registration process removes minimum deal value thresholds and doubles financial benefits, with a focus on renewals. We have simplified our tiering process to four tiers and introduced specializations for specific solution areas. Communication to our hundreds of partners is being enhanced with a monthly newsletter just for partners,” Manish explains.
Check Point recently opened a new office in Bangalore, its second-largest globally after Tel Aviv, highlighting its investment in India, and plans on continuing this expansion with another new office in Chennai next month, to further support security partners and customers across the country.
At the beginning of 2024, Check Point completely overhauled the previous partner program and introduced a new version called the New Generation Partner Program (NGPP). This new Partner Program underscores its commitment to partners while maximizing opportunities for mutual growth. The program strengthens Check Point's partnership engagement and encourages partners to develop specialized expertise. Within this new program, Check Pont has streamlined the tiering structure, reducing it from six to four-tier (Advanced, Professional, Premier, and Elite). 
Check Point also has upgraded the Check Point Engage App, a crucial tool for partner sales reps. The app provides access to essential information, competitive intelligence, and responses to frequently asked questions. The launch of the New Generation Partner Program at CPX Bangkok in January this year garnered promising responses from partners, indicating a positive trajectory for the program's success.  

PARTNERS DRIVING ESDS BUSINESS SUCCESS
Nearly 60% of ESDS's business is driven through its channel partners, highlighting their critical role in the company’s success. 

“ESDS plans to revamp its Go-To-Market (GTM) strategy in 2024 towards a digital-changing landscape and the needs of its customers. Significant investments would be made in advanced technologies like AI, machine learning, and big data analytics.”

“We anticipate this percentage will grow as the market shifts towards subscription-based and solution-oriented software services bundled with support,” says Piyush Somani, Founder, CMD & CEO- ESDS Software Solution.

“To capitalize on this opportunity and become a leading beneficiary, we have decided to make strategic investments to enhance our Channel Partner Program. This initiative includes efforts to strengthen relationships with existing partners, expand our network, and introduce advanced tools and resources. Our goal is to empower partners to deliver exceptional customer experiences and innovative solutions collaboratively. To support this, we are developing a seamless digital platform designed to manage and collaborate with our partners more efficiently. This platform will facilitate effective communication and resource sharing, enabling us to meet the evolving needs of our customers through these advancements.”

ESDS plans to revamp its Go-To-Market (GTM) strategy in 2024 towards a digital-changing landscape and the needs of its customers. Its primary objective is to elevate the customer experience with personalization and innovative solutions. Significant investments would be made in advanced technologies like AI, machine learning, and big data analytics. 
ESDS will further invest in its multi-cloud and hybrid cloud offerings, aligning with increasing demand for scalable and flexible cloud solutions. This will be actualized through solid partnerships with leading global cloud service providers and a massive investment in cutting-edge infrastructure. ESDS is also making substantial international investments while scaling its operations so that it maximizes growth and increases brand visibility across all geographies. 
A partner-centric approach characterizes ESDS’ most recent channel strategy. In keeping with this trend, the newly launched full-fledged partner program provides detailed training and specialized support with a co-marketing focus.. A solid investment toward creating a robust partner portal will ensure frictionless access to resources, timely updates, and insights into performance. This collaborative approach ensures mutual growth, whereby ESDS and its channel partners can continue to increase their reach in the marketplace and produce superior value for customers.

SEAGATE BELIEVES IN FAIR, TRANSPARENT RELATIONSHIPS
Seagate offers extensive support to its partners and VARs, gauging their engagement and success through diverse metrics such as participation in training, seminars, tradeshows, and events. Additionally, it tracks sales growth and network expansion, using these insights to refine strategies and enhance partner support. 

“The Partner Program at Seagate is crucial to our business growth, strengthening our alliances with channel partners and distributors. Our commitment is to continuously enhance and expand our partner network, equipping them with the necessary tools and resources for sustainable business growth.”

“The Partner Program at Seagate is crucial to our business growth, strengthening our alliances with channel partners and distributors,” says Rishi Prasad, Marketing Lead for SAARC - Seagate Technology. “By focusing on profitability and maintaining a solid return on investment for our partners, we ensure mutual success. Our commitment is to continuously enhance and expand our partner network, equipping them with the necessary tools and resources for sustainable business growth.”

Seagate employs a comprehensive strategy for fair and transparent partnerships, emphasising clear communication and seamless collaboration. This includes extensive training, co-marketing programs, and regular updates on product knowledge and technology. The Seagate SkyHawk Partner App plays a crucial role in real-time communication, providing partners with essential information such as storage needs and warranty services, ensuring a thriving partner ecosystem.

HITACHI VANTARA COMMITTTED TO ITS PARTNERS
Hitachi Vantara introduced the groundbreaking partner program in India. This unique initiative complements Hitachi Vantara’s existing Centre of Excellence capabilities worldwide and underscores its dedication to fostering its partners’ business growth. 

“To support partners in their commercial acceleration, Hitachi Vantara recently announced the launch of its partner program to provide product showcase machines of the Hitachi Virtual Storage Platform (VSP) E590 device for selected partners in India.”

“By equipping our focused partners with Hitachi Virtual Storage Platform machines at their own locations, along with robust sales and marketing support, we empower them to serve customers more effectively in refreshing, upgrading, and innovating their data infrastructure solutions,” says Hemant Tiwari, Managing Director, India, Hitachi Vantara. “This program highlights the significance of India to Hitachi Vantara and demonstrates our commitment to cultivating mutually beneficial partnerships while driving sales growth collaboratively with our partners.”

To support partners in their commercial acceleration, Hitachi Vantara recently announced the launch of its partner program to provide product showcase machines of the Hitachi Virtual Storage Platform (VSP) E590 device for selected partners in India. With Hitachi VSP E590 machines installed at their own sites, partners can now deliver quicker Centre of Excellence (COE) capabilities to their local customers, including the ability to conduct Proof of Concepts (POCs) on customers’ unique solutions, validated with on-site customer data, and increase the number of workshops conducted.

 Hitachi Vantara is also providing marketing and sales support to drive awareness for the showcase and demonstration program at the partner sites, including setting up standees at the partner locations, social media promotions on LinkedIn, and deploying Hitachi Vantara sales representatives to support lead generation and increase awareness.

PARTNER PROGRAMS HOLD A PIVOTAL ROLE WITHIN WESTERN DIGITAL
Effective engagement with its channel partners is vital for the success of the Western Digital brand, particularly in today's digital environment. To support partners, it provides various initiatives such as TechTalk, an app-based training module, and leverage WhatsApp Business for disseminating information and education on new products. 

“We take pride in running one of the industry's most robust and successful partner programs. We continually redefine our approach to collaborating with our partners, and the results are clearly visible across our partner network.” 

“At Western Digital, we are dedicated to fostering a strong brand-distributor relationship through proactive communication, relevant training sessions, and incentivized campaigns,” says Khalid Wani, Senior Director - Sales, India, Western Digital. “Our strategy revolves around education, reward, and engagement, ensuring that our partners are well-equipped to meet the evolving demands of clients and market trends. Additionally, we offer incentive programs like the SanDisk League of Heroes and provide digital toolkits containing product collateral and social media resources, aimed at supporting our partners in the digital landscape.”

 
Partner programs hold a pivotal role within organizations, and Western Digital acknowledges their strategic importance. Its program fosters a collaborative ecosystem, equipping partners with the necessary resources, tools, and support to effectively market and distribute its innovative solutions. By leveraging their market insights and expertise, Western Digital unlocks new customer segments, enhances overall customer experiences, and tailors storage solutions to ever-evolving market needs.

“We take pride in running one of the industry's most robust and successful partner programs. We continually redefine our approach to collaborating with our partners, and the results are clearly visible across our partner network. To facilitate transparent and direct communication, we have embraced the WhatsApp Business platform within our "My WD" program. Moreover, for the IT channel, with a focus on SSDs, a similar platform has been developed,” Khalid says.

SOPHOS DIGITALLY EMPOWERING ITS VARS AND PARTNERS

Sophos endeavors to digitally empower its partners and value-added resellers through initiatives such as Partner Care. This program offers a dedicated 24-hour, 7-day-a-week support team for non-sales inquiries, streamlining administrative tasks and allowing partners to concentrate their efforts on sales activities.

“Our Partner Program is crucial for us at Sophos in driving business growth, as it aligns with our channel-first approach and underscores our commitment to supporting partners. We recognize the central role of partners in our go-to-market strategy, shaping our products and services.”

“Additionally, we furnish our partners with real-time and historical threat intelligence from our Sophos X-Ops unit, enabling them to address customer concerns regarding the latest cyber threats with confidence,” says Rajeev Gupta, Director of Channel Sales, India & SAARC, Sophos. “We also collaborate with strategic partners to introduce comprehensive vulnerability and attack surface management services, combining our expertise with advanced technology. This collaboration equips partners with tools to identify and prioritize the remediation of vulnerabilities in customer environments, enhancing their ability to provide proactive security solutions.”

Through these digital initiatives and partnerships, Sophos empowers partners and value-added resellers to better serve their customers and maintain a competitive edge in the ever-evolving cybersecurity landscape. 
“Our Partner Program is crucial for us at Sophos in driving business growth, as it aligns with our channel-first approach and underscores our commitment to supporting partners. We recognize the central role of partners in our go-to-market strategy, shaping our products and services to enable them to effectively address customer security concerns and enhance profitability,” says Rajeev.

AND SO
Partner Programs serve as a cornerstone for businesses, that help to drive collaborations, innovations, and sustained business growth through the extended channel ecosystem. Many reputed brands such as Amazon, Google, IBM and Microsoft have successfully invested in partner programs and have each recovered profits, reach, and revenue that far outweighs the initial cost. In fact, 95% of Microsoft’s revenue comes from its channel partners. A partner program is worth making an investment, but at the same time it requires a proper goal, structure, recruitment, and promotion.