NetApp UK&I partner boss: 'I aim to leverage distribution to scale our commercial business'

Sonya Mathieu speaks to CRN about how the partner ecosystem is evolving and how partners can drive value with AI

NetApp UK&I partner boss: 'I aim to leverage distribution to scale our commercial business'

NetApp's partners are hungry to level up following the release of its Partner Sphere programme in the summer.

The programme revamp offers 11 services certified tracks and 19 solution competencies.

Speaking with CRN, S onya Mathieu, senior director of partners for UK&I at NetApp says the launch of Partner Sphere was her 2023 highlight.

"It focuses on meeting partners where they are on their journey and not trying to get them to adapt. It allows us to focus on the individual strengths of a partner," she says.

"They have the tools to do whatever competencies are relevant to their business. It's very much not one size fits all.

"We also decided to go really big with fewer partners. We had five tiers before, which is quite complex. It's very, very simple now, you're either an approved partner, preferred partner or prestige partner.

"This allows us to leverage distribution for scale for a lot of the other partners."

How partners are evolving

Mathieu delves into how she sees the partner ecosystem evolving as NetApp's partners are becoming eager to grow their business.

"What we're seeing is that there's more of a focus from our partners to get to that next level which means more commitment into NetApp.

"If you look at the various partner levels, there's a middle ground, but it's a big jump to prestige.

"We're seeing a lot of preferred partners coming to us and saying ‘what do we need to do to get to that next level and how can you help us?' We're investing in the partners that want to invest in us."

Partner levels are determined by revenues and competencies.

Priorities in 2024

Switching focus to what she wants to achieve by the end of 2024, NetApp's UK&I partner boss says it's all about distribution.

"For me it's a focus on distribution and how we leverage distribution better to scale our commercial business.

"So that velocity play, we now have the right products to really be key in that market and we need our partnerships to be able to do that."

Mathieu adds that NetApp's commercial business is primed for growth.

"Commercial is a huge growth opportunity for us. But enterprises as well. We have new offerings around our new all-flash SAN array which has cyber resilience guaranteed built into it. That is hugely attractive for financial services customers looking to re-platform some key finance applications."

Mathieu tells CRN she plans to invest in the GSI business and capitalise on the "massive opportunity" to scale.

"If I look across my three businesses, I've got traditional partners which I think are in a very good place, but some of the partners from distribution will start to evolve. So I think we'll grow that prestige partner base in the UK.

"We expect 20 per cent growth out of all of our prestige partners. Distribution will start to hit scale for the SMB market, and then growing my GSI team and model, and merge that more with enterprise."

Partner challenges

Mathieu provides insight into the day-to-day challenges NetApp's partners are currently facing.

"Sales cycles are taking longer. So predictability around business and timelines is definitely a big challenge.

"Profitability also comes into it. Customers are demanding more from partners but that offers a big services opportunity for them."

AI in the channel

Finally, Mathieu touches on how the hot topic of 2023 is likely to impact the IT channel this year.

"It's a massive opportunity. Everyone says they can do AI. We do a piece of it. But you need a partner to bring those pieces together to drive real value for customers.

"I think our partners are stuck in the situation of deciphering what can vendors do, how can they help and where do they fit. There are a lot of great partners out there that are in the middle of building their stack and their story."