Cyber security company, Intel Security, will be making some significant changes to its partner programs in an attempt to increase customer profitability, according to its Asia-Pacific Alliances and specialist sales head of channels, Jagdish Mahapatra.
Mahapatra highlighted the company’s 2016 priorities, which include strategic engagements, growing with partners profitably, and shifting conversations from product feature-based to outcome based.
“There are a lot more strategic conversations happening so we need to get alignment from the opportunities available and put in initiatives accordingly. And to drive that, we put in the tools and programs,” he said.
“It will be a testament to where we spend our investments, energy, and resources, to drive growth.”
In doing that, Mahapatra said the company will be rebranding the partnership levels of its partner program. It will now encompass platinum, gold, and silver tiers and two certifications will be needed in both the platinum and gold tiers.
“This is a transition that will happen in 2016. Some partners will fit somewhere in between but I urge all of you to reach out to your channel account managers to understand how you can move to your desired level of certification.
There will also be booking requirements, training requirements, and specialisation requirements which will be mandatory for platinum and gold tiers. Silver partners, in the rebranding, will be recognised as registered partners.
Mahapatra also said that in 2016, the company will be investing more in deal registrations, Intel Security rewards program, its rebate program, partner 360 portal, solution centre, and MDF funds.
“More of these programs will be more fine-tuned as we move into this year and they will be more supportive of your business objectives,” he said.
In 2015, the company recorded a 34 per cent increase in deal registrations.
“Deal registrations are our pivot program to drive new business acquisition and new account acquisitions, and make it profitable for partners. We want to make deal registrations more foundational to our ambitions. We’re seeing more partners focusing and investing in us.”
From a product perspective, the company reported a 36 per cent increase in its data protection part of the business, a slight increase in its Web protection, and a lift of three per cent in its network business.
“But I feel that in 2016, we’ve got a lot of exciting opportunities to better our 2015 accomplishments. As we go to market, we need to define our joint value proposition; it’s important that we have a rule of engagement and present just one image to customers,” Mahapatra said.
According to Mahapatra, as the company looks to drive programs and profitability, it will be focusing on the mid-market and lower end of enterprise in 2016.
“As we do that, we’ve realised the value of being easy to partner with as a vendor. In addition, as we move to the next level of communication with customers, we will be investing in training capabilities, especially with authorised training centres.”
Mahapatra also spoke about opportunities in the managed security services space. He said new consumption models in this space is going to become the norm and the services component will make up more than 50 per cent of it over the next three years.
“How ready are we as a community to address that? Cloud is happening faster than we can all imagine and I would encourage you to look at your managed services portfolio as you drive outcomes for customers,” he concluded.