FY 2020 is going to be a promising year for Xerox’s channel
The channel is constantly evolving for Xerox and is poised for growth. 2019 has seen an incredible growth as far as its channel ecosystem is concerned and Xerox wishes to continue with the same momentum in 2020 with the help of its programs like Global partnership program. Vineet Gehani, Director, Technology & Channels, Xerox India throws more light on this, while also elucidating on how its GPP is helping channel partners boost their business and revenue with Xerox -
FY 2020 looks promising for Xerox channel business as its channel partners are adapting to new modes of technology, and this transition is gaining momentum in India. SMB landscape in India is also transforming radically, and Xerox India too is continuously working towards strengthening and supporting its channel partners, having multiple goals in mind – simplification, mutual growth acceleration, and operational enhancements and eventually deliver premium value to its end customers.
“We follow a regional partner model where our partners serve end customers in the Office Automation space,” explains Vineet Gehani, Director, Technology & Channels, Xerox India. “Our channel is a healthy mix of partners who have a very long partnership with Xerox, along with some new partners who have joined us recently to further strengthen market coverage. We are targeting to have approximately 160 managed partners by the end of 2020 and will continue to add more partners to our channel program. A lot of support is being driven out in terms of demand generation and marketing efforts resulting in higher sales and profitability and greater market coverage for our partners.”
Initiatives by Xerox to grow its Channel
The Xerox Global Partnership Program (GPP) is a globally aligned program that helps accredited partners expand into new sources of predictable and profitable revenue with award winning products, supplies, and solutions that are easy to sell and easy to use.
Xerox GPP has multiple tiering (mono, multi, SI). Along with that, Xerox offers three slabs to its partners (Platinum, Gold, and Silver). Through multiple rebate schemes under this program, it ensures that its partners maintain lucrative RoI in their business and ensure best market coverage. Additionally, Xerox’s current bouquet of products in A3 and A4 segments provide partners the additional edge to succeed in their respective markets.
It is also a constant effort at Xerox to be perennially responsive to its partners. It uses multiple tools to ensure partners have a holistic experience in understanding its business, product, and competition. It gives access to Showpad and Partner relationship Management tools for a partner to have a better grip and hold over its products and business model. Basis the market demand, multiple schemes are launched and tailored for partners benefit, which are over and above the standard GTM schemes. As a result, additional business opportunities with better profitability can be made sure of for the partners.
The A3 market is growing at 15% YOY, and Xerox foresees this growth in 2020 pertaining to the growth in the entry mono and colour segment. Xerox has an extremely strong and reliable range of products in both the A3 and A4 segments giving partners full opportunities to capture the growing market.
“Print optimization requirements of customers cutting across Corporate/Govt/SMB segments offer tremendous opportunities to become a trusted partner to these customers, utilizing world class Xerox products and services. We are also encouraging our channel partners to accelerate the shift to contractual value selling instead of transactional selling to their customers at a rapid pace,” cites Vineet.
Besides, Xerox is constantly looking to expand its geo coverage and reach new customer segments, and its channel partners help the company deliver this optimally. “Through a well set tiering and onboarding process, we help them settle in smoothly with us. We also follow a robust 30-60-90 day’s onboarding plan to ensure the partner is familiar with Xerox processes and business objectives and eventually master their real game,” says Vineet.
He thus concludes the conversation by saying that multiple partner tiering helps Xerox to maintain a perfect mix in an area by having a competitive advantage, enhancing a partner’s reputation, and demonstrates their solutions expertise and insights to address customers’ unique business challenges.