IBM pledges support for channel

Big Blue has said it will not rely on direct sales, instead turning to its partners

Big Blue has ploughed over $150m (£85m) into its global mid-market channel push this year and has hinted at a similar investment for 2009.

Surjit Chana, vice president of marketing at IBM General Business, said: “IBM’s strategy in the mid-market is starting to bear fruit.”

Chana said the vendor had focused on four mid-market drivers: building its product offerings such as Express Advantage; investing in its business partner ecosystem; ensuring good customer experience; and striving to make partners and customers aware of what IBM has to offer.

“We have made a $150m investment this year to focus on driving demand and awareness to the mid-market,” he said.
“This is for the benefit of our business partners. My target is to deliver more than 100,000 leads to business partners globally. We recognise that our mid-market customers want to work with local solution providers.”

He added that the vendor is considering investing the same sum “if not more” in its mid-market strategy next year, and was quick to reassure that channel was key.

“IBM is not going to invest in direct sales. We rely on our partners.”
John Lindley, business development director at Portal Partnership said IBM is embracing the channel.

“I think IBM is investing in the channel at the moment,” he said.
Lindley added that IBM is also making the right moves in addressing deal registration through its Software Value Incentive and is also better at receiving channel feedback.

“IBM does genuinely listen to channel reseller feedback and act on it. It allows us to feel that our voice is being heard. I would say its channel is in quite a positive place right now.”