We recently gathered 20 or so people from 18 companies together to discuss partnering strategies for a "soft" economy. We opened the discussion with channel executives from companies such as Adobe, BEA, Google, Intuit, NetApp, Oracle, Sun Microsystems and our host, VMware, by asking how they were planning to leverage partners differently in the economic downturn. And after a few minutes of blank stares, we realized we asked the wrong question. The initial question should have been "are you seeing an economic downturn?". I’m a little perplexed by the mixed signals I continue to receive. Most of the attendee’s at the roundtable indicated their revenues were still growing and they continued to invest at pre-"downturn" levels. I don’t know who is exaggerating or if we’re just waiting for the shoe to drop – but when I turn on the evening news every night, they tell me the sky is falling. I’m not one to play chicken little – but which is it? Strong sales and profitability in the technology sector or recession for average consumers. And, can we be having both? Are we just talking ourselves into a recession or is it just around the corner and the tech companies aren’t feeling it yet?

With that question still very much unanswered, we pressed on to discuss how these vendors were engaging partners differently in 2008. Three themes emerged. Read on »

CONSULTANT SPOTLIGHT

Outourcer/MSP Partner Programs -
New Market, Old Principles
By Ingrid Knudsen Krivin, Consultant

The market buzz around managed services seems to be growing daily, and many of Amazon Consulting’s clients are testing the waters here with partner engagement programs. However, some would argue that end-user IT buying patterns for widespread adoption of IT outsourcing and managed services are still 3-5 years off, and many remember the late 90’s and early 2000’s MSP trial models where many investors met with fiscal disaster.

As these new delivery models are evolving, one might argue that the fundamental principles of building a strong partnering value proposition and program are the same as they’ve ever been. Segmenting your partner community, looking closely at desired business models, and building compelling and profitable programs for partners aren’t new ideas. Let’s think it through …..

Global Systems Integrators seem to be a great litmus test for market readiness in this managed service space. As the utility or phone company giants of the IT world, they are outwardly the perfect partner – global services organizations, with deep, trusted relationships with Fortune 500 accounts. If one could only persuade them to take on your technology, build it into their fundamental service offering and extend it to their clients as a managed service – what a great way to add incremental, recurring revenue to the bottom line and accelerate your time to market. Right? Read on »

About the Author:

• 18 years in technology


• Mix of indirect and direct distribution structures, and implementing go-to-market plans that include heavy elements of channel and alliances teaming


• Deep, proven, global experience in marketing strategy, and channel and alliance enablement, with a focus on internet security, networking/communications and enterprise software technologies

• Microsoft: Talent Shortage Inventory and Benchmark
• NetApp: Hosting Partner Program Inventory Benchmark
• Sun: Virtualization Partner Segmentation and Recruitment Plan

• General Manager of North American Operations for
  Intuition Channel Associates
• Director of Strategic Alliances Access360
• Director of Strategic Alliances Rainbow Technologies

SOLUTION SPOTLIGHT: STAFF AUGMENTATION

The Best Channel Professionals… On Demand.
No matter your organization’s size or focus, in this economy, you probably face questions about staffing channel functions. When to hire, who to hire, when to outsource, who to trust…

Today’s business environment requires companies to operate on lean budgets even though channel operations responsibilities are growing. Increasingly, we are asked by our clients to “step-in” and assist bringing projects to completion, or to fill vacant roles (while recruiting for permanent positions). Whether it’s 60, 90, 120 days or more, we are able to provide our clients with project-based channel professionals.

We know that finding talent is not easy, and assembling the talent is even harder. Amazon Consulting provides our clients with the ability to overcome staffing and bandwidth challenges while executing on organizational priorities and commitments.

We tailor our staff augmentation services to meet client needs by providing trusted professionals who understand the unique needs of partner organizations – from an individual contributor assignment to a team of consultants that provide planning, design, execution and management services.

Amazon Consulting offers full range of outsourced services to design, implement and automate your partner programs. These services include both planning, content creation and execution assistance

Services Include:

Partner Operations

• Program and product launches
• On-going program management
• Database administration and portal management
• Partner communications - creation and execution

• Incentive program development and execution
• MDF administration
• Program materials development
• Sales kits and playbooks
• Lead generation campaigns

• Partner on-boarding services
• artner development and enablement planning
• Lead distribution

NEW AMAZON CONSULTING CHANNEL ROUNDTABLE EVENT SERIES

Due to the popularity and interest of our “Alliance Executive Roundtable” events are developing a new series of smaller, more frequent roundtable events for mid and senior-level channel managers. Each event will have a topic of interest targeted at specific roles held within a channel organization.

There are no formal presentations given and topics for discussion are suggested by attendees.

Upcoming Dates:

• Partner Enablement, Wednesday April 23rd, La Jolla, CA
• Channel Marketing, Wednesday May 28th, Mountain View, CA