Managed services provider Claranet has formalised its partner programme to drive increased revenue through the channel.

The company started life as an ISP and now offers services around network connectivity, hosted applications, security and storage. It has revenue in excess of £85m and presence in seven countries.

UK sales director Matthew Parker said some 300 VARs had resold Claranet services over the past few years, but no formal channel structure had been in place. “We felt the need to crystallise the relationship with larger partners,” he said.

The revamped programme will have three levels: Elite, Enhanced and Partner. Parker said that initially there would be about 10 resellers at Elite level, 30 at Enhanced and 70 at Partner.

The three levels will receive varying levels of sales and technical training. Enhanced VARs will receive the assistance of Claranet’s pre-sales consultants at customer meetings, while Elite partners will have an account manager working from their premises one day a week.

Currently, 30 per cent of Claranet’s revenue comes indirectly and Parker said he sees that increasing exponentially.

“The key is to make sure our efforts are focused on fewer partners,” he said. “We want to work closely with those that show commitment.”

Rob Bamforth, principal analyst at Quocirca, said Claranet’s expansion from its roots as an ISP had been a shrewd move. “The more services you offer over and above connectivity, the more it allows you to sell into different audiences,” he said.

Dave Everest, sales director of Calyx, welcomed the channel revamp and said his firm enjoys a ‘strong and beneficial relationship’ with Claranet. He revealed that the two companies would soon launch a joint campaign around Claranet’s hosting capabilities.