Srikanth Doranadula
Senior Director – Distribution, Alliances & Channels
Oracle India.
Initiating Oracle’s growth…
A partner must be able to independently understand and address the business challenges faced by the customer, discuss custom-fit solutions, articulate the value proposition of the One Red Stack story to the customer and exhibit how Oracle can help in solving the customer's business challenges so that the customer can continue to focus on his core business without worrying about IT performance challenges. Oracle has been able to successfully enable the partners to deliver this through the A&C team with the help of the distribution partners.
Srikanth Doranadula is currently heading the Distribution business in Alliances & Channels. His job responsibility is to build breadth and depth in the growth partner space in the tier-I and tier-II cities, encourage and drive enablement and specialization across different lines of business, programmatic incremental revenue generation and lastly encourage partners in adopting its lead-generation programme which is called the Open Market Model (OMM).
“I have been with the Alliances & Channels organization all along at Oracle. I have run the Tech Channels Organization and subsequently moved into another role to handle the Distribution business. The primary responsibility was to ensure that all the partners are enabled across all the lines of business, namely Technology, Middleware, Systems and the Applications range of products,” says Srikanth Doranadula, Senior Director – Distribution, Alliances & Channels, Oracle India.
The other approach adopted is to generate revenue in a programmatic approach. This could be in the form of events which are partner-focussed or customer-focussed, telemarketing initiatives, for each line of business.This has helped Oracle in successfully penetrating into different cities and verticals and also has helped to reach out to more partners across the country. As a matter of fact, these are initiatives apart from the business-critical activities like sales interlocks and transactions which form a critical part of Srikanth’s role.
All of the initiatives of Oracle are driven with the help of value-added distributors who form an integral part of Oracle’s functioning in the Indian market.
Looking at Channel Profitability intensely…
Oracle has a global channel programme, called the Oracle Partner network which has been designed to take into account the profitability of the partners. The Programme encourages partners to specialize in order to differentiate themselves from the pure-play resellers in the marketplace. The partners have two avenues of enhancing profitability – the OPN incentive programme which encourages partners to earn rebates up to 10 per cent at the backend by adopting Oracle strategy and the second is the huge services opportunity that is available at the marketplace. Oracle does not compete directly with partners in the services space and this becomes an ideal opportunity to deliver true Value-Added Services to the customer from a partner's perspective.
Future shaping up…
The two big trends that Oracle sees emerging are customers consolidating their IT infrastructure and the adoption of the Cloud in a big way. “This adoption is seen across different verticals like BFSI, IT/ITeS, Manufacturing, and Government and a couple of telecom companies. These trends are common to all these verticals and our idea is to try and reach out to all the customers in these verticals through our specialized partners,” sums up Srikanth.
Partners are going to play a key role in reselling, developing, customizing and maintaining products and solutions and enhancing Cloud adoption across these different verticals.
