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29 May 2008
Comments:1
Content security and WAN optimisation vendor Blue Coat has launched a channel partner programme following its recent acquisition of traffic management vendor Packeteer.
However, fears that Blue Coat resellers could be swamped by arrivistes from the Packeteer channel have so far proved unfounded.
The aim of the Blue Coat Channel Advantage programme, explained Nigel Hawthorn, Blue Coat’s vice president of marketing, is to provide top- and bottom-line growth opportunities.“We have been growing at 20 per cent every quarter, but our channel has not kept pace,” he said. “They are missing out on opportunities and, ultimately, so are we.”
Further reading
Among the new attractions offered to Blue Coat resellers will be
higher discounts on demonstration kit, deal registration and a global marketing
programme to give resellers sales support.
“It is a marketing initiative that resellers can hijack and rebadge as their own,” said Hawthorn. “Many smaller resellers are not that great at marketing themselves, so this could be the boost they need.”
One Blue Coat reseller dismissed fears that the merging of Packeteer’s and Blue Coat’s channels could undermine its brand, and dilute the potency of the Blue Coat reseller.
“On the contrary, it has given us a massive boost,” explained Nick Garlick, managing director of Nebulas. “As Blue Coat integrates Packeteer’s functions, we will be able to prioritise traffic for our clients.”
He added that Packeteer resellers will have a steeper learning curve in
taking on Blue Coat’s product lines.
“Being on the side of the acquirer gives us a competitive advantage,” said
Garlick.
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Do you agree?
Finding the right marketing support
I have to say that I totally agree with Nigel Hawthorn's comments that smaller resellers do little if nothing to better promote themselves with marketing. At Bell Micro we have had to be very proactive in terms of addressing these needs and this is one way that as a distributor we are able to bring real added value to our channel partners. We know how to help resellers, we care about how they grow their businesses, and we have expertise and perhaps more importantly, we have readymade resources available to help.
Smaller resellers are often over stretched and underfunded, especially when it comes to marketing, so we operate an established security reseller marketing support programme that helps customers to achieve those incremental sales, and capitalise on new revenue streams in areas of strong or emerging markets. To achieve market penetration and development, our smaller partners need to be supported with pre-determined goals from a promotional programme that is put in place to focus directly to the end user channel generating sales leads and subsequently sales.
To achieve this, there are various activity plans and supporting collateral that can be leveraged in order to take a product to market ? Internal& external sales/product training, press releases & case studies, web presence, direct mail, newsletters, e-shots, advertising, seminars & exhibitions - but, alongside all these potential activities, it is critical that the reseller ensures measures are in place to support the follow up of all activities and the effective management of leads to reap the rewards of a marketing campaign.
Smaller resellers shouldn't feel isolated when it comes to marketing, as a distributor we have a tremendous amount of experience that can be brought to bear.
Steve Browell,
General Manager, Security Division, Bell Micro
Posted by Steve Browell | 13 Jun 2008
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