A To B finds answer in channel

A To B finds answer in channel

Australian distributor for Pervasive Data Integration Tools, A To B Solutions, has attributed its 50 per cent year-on-year sales growth record to a deliberate strategy of building up its reseller base.

The company's principal consultant, Tony Finnemore, said it had spent the past three years diversifying its sales mix to favour the channel. This had seen sales double over the past four years.

"We set a goal about three years ago to get up to 80 per cent channel sales and have been very successful in reaching that," he said.

The distributor operates a mixed channel, consisting of business intelligence consultants and providers, resellers, referral partners and integration system vendors.

A strategy of focusing its business on licencing, support and training around the pervasive range - rather than on supplying professional services - had also kept its channel healthy and productive, he said.

"We don't supply services so we don't compete with our channel," Finnemore said.

"All of our competitors compete with their partners, and, while we do sell direct, as long as we are working with our channel there is always a revenue source in the deal for them.

"A To B and its partner network have also set themselves apart by supplying substantially more affordable data integration solutions than our competitors," Finnemore said. "With the Pervasive range, clients can also use one tool and skill set for a wide range of data integration challenges."

This left more money for its partner's services, he said.

A relationship of trust was also a major source of A To B's business building, Finnemore said.

"I've been through the wringer as a reseller before, so I know how important a relationship of trust is," he said. "We live on that relationship, so the last thing we want to do is screw [a channel partner]."

To further differentiate itself and build such relationships, A To B would also be hitting the promotional trail with a series of national seminars to help educate the ICT community on the possibilities of data integration.

"The biggest growth area we are seeing is in business intelligence in data warehouse projects and we are seeing more issues with data integration between business partners," he said. "We want to get the message out that there are a lot of opportunities in data integration."

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