Veeam embodies the ease of doing business mantra for its partners

Amarish Karnik

Channel Sales Director- India and SAARC · Veeam Software

The purpose of Veeam’s partner program is to achieve scale, which it assesses not only through revenue but also by geographic presence and technological capabilities. A key metric is the number of partners actively transacting with Veeam

Veeam's product philosophy centres around eliminating complexity, a principle it applies to its channel strategies. By simplifying operations and channel programs, Veeam aims to make its partners' lives easier and scalable, embodying the mantra that ease of doing business is key to success. This approach is particularly crucial in India's diverse and complex market landscape, characterized by lengthy sales cycles and high-value transactions.

“Our commitments are centred around Customer-Centricity, Data-Driven Decision Making and Innovation & Agility,” says Amarish Karnik, Director - Channel Sales, Alliance & Cloud and Service Provider - India & SAARC, Veeam Software. “Such an approach leads to better conversion rates and business growth. Moreover, leveraging data analytics and performance tracking enables businesses to continually refine their marketing tactics in line with their goals.”

There are several key elements that Veeam considers in its multi-channel marketing strategy -

•    A customer-centric approach that focuses on the needs and behaviours of channel partners.
•    Consistency to ensure uniform policy application and communication across all channels to maintain trust and clarity. This is much like maintaining a consistent brand identity in marketing.
•    Personalization is important, as customizing support and incentives for channel partners can increase engagement and build loyalty.
•    Regular measurement and optimization based on performance metrics make the channel policy more effective and aligned with business goals.
•    Agility to make swift policy adjustments based on partner needs helps them adapt to changing market conditions.

“Our company's channel-friendly policy has played a crucial role in the Indian market by building strong, mutually beneficial partnerships through customized support and strategic initiatives. Through collaborative discussions during onboarding, we ensure our solutions are tailored to meet the unique needs and challenges of the Indian market. This strategy not only boosts our partners' capabilities but also supports long-term success,” cites Amarish.

Veeam has developed India-specific, workload-focused programs, such as SAP HANA and Public Cloud, to deepen its collaboration with specific partners and better address their needs. Consequently, partners are more effectively equipped to meet customer demands, resulting in enhanced customer satisfaction and driving business growth in this dynamic environment.