Tandberg to overhaul partner classifications

As part of a revamp, the storage vendor will reclassify its channel partners and accredit new ones

Tandberg Data is revamping its existing channel programme and embarking on a reseller recruitment drive to gain greater traction in the market.

The vendor will reclassify channel partners as Platinum, Gold, Silver or Storage level, with resellers in the top two tiers able to take advantage of the most exclusive benefits, such as a marketing development funds.

Andrew Brown, regional sales manager at Tandberg Data, said that reworking the channel programme would achieve three core aims. “First, it will realign the channel with our new products and increase the services focus. Second, it will enable us to engage more with tier one and two resellers, and third it will allow resellers to gain more value add,” he said.

Brown added that it is also looking to accredit about 60 new resellers, spread across the various levels, but admitted he wanted the top levels to remain exclusive.

Platinum, Gold and Silver level resellers will also be able to receive rebates for achieving predetermined quarterly sales targets. “We need to cut the rebates off at some point to ensure value across all levels. We want to revitalise the UK market and show that we still trust and value the channel,” said Brown.

Last year Tandberg launched a ‘back to basics’ European channel strategy, scaling back distribution and becoming more focused on its automated storage range (CRN, 22 November).

Roger Smith, managing director of storage VAR Solid State Solutions, said: “Tandberg needs to raise its game and this will help it to achieve that. It has fallen behind some of the more well-know storage vendors, and this is Tandberg attempting to raise its profile.”

However, he said resellers should have a central focus within Tandberg’s strategy. “It needs to have a channel strategy that reflects the time and investment resellers make,” he said.