Sterling Software to launch formal channel push

Sterling Software has revealed its first significant push to recruit channel partners to sell its storage management products, in a move that offers yet another vote of confidence in the channel's ability to bring unique skills to the table.

Sterling Software's director business development, Bruce Jenkins, told ARN on Friday the company decided it could either build up its internal sales force or find resellers and convince them it had a good value proposition. "We need the channel to give us depth and breadth of coverage," Jenkins said.

The Sydney-based company describes itself as an independent software and services provider for the application development, storage, network and VM systems management markets.

According to Jenkins, the biggest challenge will be to find resellers and VARs with the experience and skills for the storage market. In particular, Sterling is looking for technical VARs and corporate resellers.

He said the channel would also benefit, citing its ability to wrap hardware and services around the product to solve an application problem for their customers.

Sterling Software also has a new reseller manager, Don Paterson, who will be dedicated to the channel, including both finding and managing resellers.