SGI cosies up to channel

SGI cosies up to channel

IT may not have a massive presence in New Zealand right now, but Silicon Graphics believes a revamp of its channel and a new partner programme could remedy this.

The high-performance compu-ting vendor aims to take its indirect business from being 30% of its revenue to 70%.

“The channel is of critical importance to us. We need to make it work,” says Darren Covington, channel director for Australia and New Zealand.

“We are transitioning to a channel-focused go-to-market strategy and are ensuring it is mutually beneficial for ourselves and our partners.”

To achieve this the company is adopting a new partner programme and undertaking a massive overhaul of its channel.

It has launched a three-tier Channel Connection programme, which gives partners sales, marketing and technical support and is aimed at helping them build a successful business, says Covington.

Silicon Graphics is currently represented in New Zealand by Matrix Applied Computing and Covington says there is scope for more partners here.

“But we will be very specific about who we add and will focus on recruiting the right value-added partners,” he says.

“We are not cavalier in recruiting partners and want to be very strategic in the way we bring partners onboard. We need to recruit the appropriate number of partners in New Zealand to ensure profitability to their business and ours.”

The company wants to avoid over-distribution of its products in order to protect the investment made by partners to take on the brand and by Silicon Graphics to bring partners onboard, he adds.

The new Channel Connection programme comprises Premier, Preferred and Elite classifications.

It includes four features to support partners, which are a Channel Connection Academy for training and technical specialisation; Market Advantage, which provides sales and marke-ting tools and funds; Service Advantage, which helps partners build a services business; and an Opportunity Registration scheme.

The company says its shift to a channel model also comes as it prepares to launch new low-end, channel-friendly products to focus on low- to mid-range departmental server, storage and virtualisation needs.

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