IDL brings third-party channel programs to Australia

IDL brings third-party channel programs to Australia

A UK-based company promising to provide vendors and suppliers with third-party IT channel programs has launched in the Australian market.

IDL has opened an Asia-Pacific office in Sydney and appointed former FrontRange APAC marketing director, Carolyn Henley, to head the local operation.

IDL delivers packaged sales programs for vendors, distributors and resellers. These are divided into four stages: sales enablement, partner marketing planning, pipeline generation and sales tools.

"There is a drive away from direct to channel business models as people are more and more realising the importance of partners," Henley said. "Vendors in the IT industry, having gone through the downturn, can't afford to have a large number of full-time staff and are realising the advantage of utilising a channel for reach into the market and providing unique skill sets."

While many vendors prefer to operate their own channel, Henley insisted there was still opportunity for a third-party player to take a neutral approach to bringing products to market through an indirect model.

"We are not offering a complete channel partner program," she said. "Instead we provide a module of the overall program which allows them to go to market and generate demand off that.

"The one thing I have found to be missing is the planning component between a vendor and channel partner. So many times a partner will be signed to sell a vendor's product but left to work out how to take those products successfully to market."

Henley said IDL would differentiate itself by actively working with vendors rather than relying on them to provide the message.

"Marketing agents in general can provide marketing services to the channel but they are usually dependent on the vendor giving them messages or a solution to work with," she claimed.

IDL has been working with IBM at a global level for four years. According to Henley, the vendor is now looking at utilising its planning workshop component for its top strategic alliances and ISV partners through its partner world program.

"We have a lot of global clients which have offices in APAC and we wanted to take the opportunity to try and make some of those clients active down here," she said.

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