“There is less requirement for channel interaction because the customer knows what they want," he said. "The core product expands and as a result, some of the traditional things that the VARs and resellers are doing have shrunk - but that actually gives rise to a whole range of other opportunities for the product in the Cloud era like integration and strong networking."
In noting the importance of strategic partner selection - quality over quantity, Wayland also explained the critical nature of implementation and ensuring the right business structure to be able to support partners so they can make money.
“A common challenge is that rather than defining the right partners and target market, vendors start implementing. They fluff around with partner programs and training and throw in large amounts of market development funds (MDF), but their business is not aligned to enable those partners correctly. If it’s not profitable for them, they will go and do something else,” he said.
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