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Channel revamp for StorageTek

Channel revamp for StorageTek

STORAGETEK’S newly-appointed commercial sales manager for Australia and New Zealand Sam Srinivasan is moving his company closer to the channel.

He says his company is looking to select and recruit new partners “who truly understand storage.”

Srinivasan says the new partners don’t have to be storage-specific; “They probably do other things, but they can articulate storage really well and architect great storage solutions.

“We’re also looking at regional relationships and aim to add a number of very select solution partners in vertical markets such as medical imaging, broadcast and the security and surveillance space.”

Currently StorageTek distributes its product through Datastor in New Zealand and ACA Pacific in Australia. It also sells through what Srinivasan describes as “a select group of resellers in both countries”.

He says none of these existing arrangements will go.

The hunt for new partners is only part of a sweeping realignment of StorageTek’s approach to the market.

Srinivasan says that until recently the company didn’t really have a channel-friendly set of products. However, it now has shuffled its portfolio in a way that aids external sales. For example, the company’s disk offering has been consolidated from seven product sets to just three.

“These changes make it easier for resellers to learn our products and sell them,” he says.

In the next three months StorageTek will introduce a range of new products aimed at SMBs that will only be sold through the channel.

The company has also beefed-up its channel-facing department. Srinivasan says, “Until two weeks ago StorageTek had only two people running the channel operation. Now we have eight. Half of the team are dedicated to a demand creation campaign.”

Srinivasan says this new-look channel operation will also provide reseller training.

The channel is increasingly important to StorageTek’s business. Currently, about 25% of the company’s global sales are external. “We can get to at least double that figure, if not more,” Srinivasan says.

He doesn’t have to look far to prove his point. In New Zealand, independent sales already account for some 60% of the company’s total.


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