Channel to drive Packeteer traffic

Channel to drive Packeteer traffic

Application traffic management vendor, Packeteer, is to drive partner sales through a new channel initiative.

Essentially a training and lead generation program, it will be run in conjunction with distributor, Lan Systems.

Territory manager for Packeteer A/NZ, Peter Owen, said the company had been developing its channel for some time.

“We want our partners to have profitable businesses,” Owen said. “It helps us and helps them — we want them to be substantial in our business.”

The program includes an electronic campaign, direct mail out, seminars and selected advertising. Owen said the whole idea was to invest in finding out who potential Packeteer customers were, which resellers were best suited to service them, and how best to introduce the two.

“We’ve developed it into a system of providing well qualified leads rather than likely suspects,” Owen said. “We want to deliver leads to a personalised level — we know the problem and may have a draft of a solution at that point.”

The program was not a case of simply getting leads and dumping them on resellers, Owen said.

“We’re delivering a lead that has already been followed up to a certain degree and will be ready for an account manager or sales rep in the reseller community to follow up,” he said.

The vendor realised not all partners were technically up to speed, and had taken that into account by supplying free level one evaluation and training over the past two years, Owen said.

“In 2003 we trained 200 engineers in our channel to a level one certification, and this year will continue onto level two and then certified Packeteer engineer,” he said.

Packeteer’s strategy of placing only one to two resellers per vertical or horizontal market meant a minimum of opportunities would be cannibalised, Owen added.

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