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Consultancy to offer local and US market advice

Consultancy to offer local and US market advice

Consultancy outfit, Demand Logic, is looking to bring its US market know-how to the local channel and has opened its first Australian office in Sydney.

The US-based group's charter is to provide channel consultancy services to multinational vendor clients wanting to set up an Asia-Pacific partner program.

It will also offer assistance to local companies wanting to grow a partner network in the US.

CEO, Damien Carrera, said one of the key problems organisations faced when trying to establish a presence in the US was the complex partner models employed there.

"There is a price to pay if you want to be a distributor in the US," he said. "There is what is called margin compensation which is how much of a markup I can make with your product.

"Then there is non-margin compensation that includes market development funds, growth incentives, competitive incentives and distribution incentives."

There are also barriers to entry, such as upfront payment schemes, Carrera added.

"We will basically help them to understand the true cost of coming to market in the US."

Demand Logic opened offices in Silicon Valley and New York last year.

It has a number of active go-to- market strategies worldwide with companies including Intel, Silicon Graphics, Microsoft, Omnicom and Sandisk.

Locally, it has struck up engagements with Harvey Norman, Spencers, and Telstra.

Carrera said the company would also work out the best distribution paths for its clients.

"In the Australian sector we have relationships with IT distributors Ingram Micro and Synnex," he said.

The new Sydney office is headed up by ex-IBM Thinkpad manager, Alan Jackson, and three business development staff, including a dedicated IT channel consultant.

Carrera, who is based in Silicon Valley but is an ex-pat Australia, has 13 years channel experience, predominantly with IBM and later HP where he was one of the architects of the partnerONE program.


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