Move to value-added distribution pays off for CA Technologies

Move to value-added distribution pays off for CA Technologies

Renewed channel focus results in added partner opportunities and strategic efforts

Having recently dabbled with value-added distribution, CA Technologies has found that that manoeuvre has paid off with new partnerships.

CA Technologies Australia and New Zealand senior channel director, Klasie Holtzhausen, spoke about the company’s move to value added distribution at CA Expo ’12 in Sydney, as well as how it has created a new route to market for its enterprise solutions.

As an example, Holtzhausen points to CA Technologies' recent roadshow with its strategic partners, Cisco and Westcon.

“The response was overwhelming and gave us access to partners that we would have never spoken to before,” he said.

“It also brought us together with partners that were not aware of the value add that we can bring to solutions that technology partners such as Cisco have.”

With six months passing since the introduction of the channel partner program, Holtzhausen says that “a lot of demand” has been generated in the market because of it.

“It has brought a lot of value to us as an organisation in extending our reach and coverage in the market, as well as delivering new value to those partners,” he said.

Holtzhausen said as a result of this, partners now have the ability to offer their customers a “much more differentiated” solution and deliver “more innovation as part of the offerings” that have already been taken to market.

“This means new revenue streams for them, which is what it is all about,” he said.

Cisco was on the show floor with CA Technologies at CA Expo ’12 in Sydney, as well as a sponsor, which Holtzhausen said is proof of the company seeing the value in the relationship from a technology partner perspective in the marketplace.

“We keep doing good things with companies such as SAP, and they are leveraging some of our capability as part of their solutions and supporting their applications with customers,” he said.

What CA Technologies has done over the last six months is also sign up a number of new partners that have not done business with the company before.

Additionally, because of all of the activity that is going on in its channel, Holtzhausen said CA Technologies has expanded its headcount and hired a channel person in Melbourne for the Southern region.

“We are really excited about growing our coverage in that region,” he said.

Holtzhausen also views CA Expo as a chance to see how the vendor can help its customers through our partners to accelerate, transform and secure their business.

“In particular, how we can help them close the gap between the innovation that’s required today and what they can deliver, and the driver that businesses have to do more with less,” he said.

As such, CA Technologies runs Expo to help its customers and partners understand more about the company’s capabilities, and what in it for them to support their customers and their IT environments.

“There is a real buzz out here and there is nothing like that to show that we are alive and kicking,” Holtzhausen said.

“It means that our strategy is on the right path and customers want more engagement with us.”

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