Reseller News

Tech Data and FusionGrove address buying complexity in Asia Pacific

84 per cent of B2B companies do not have adequate visibility into their partners’ opportunity pipelines

Tech Data has entered into a distribution partnership with sales orchestration solution provider FusionGrove in the Asia Pacific region.

The alliance aims to address the increasing complexity of B2B buying across the market, while providing a sales acceleration solution that helps vendors and resellers achieve a faster revenue attainment.

"Having insights into what technology environments customers are operating in means sales representatives can have much more relevant business discussions with customers,” said Michael Costigan, vice president of marketing, supplier management and education at Tech Data Asia Pacific.

"Tech Data will create go-to-market plans with our vendor partners and leverage capabilities in the FusionGrove platform to orchestrate sales programs at scale and speed with our customers."

According to Accenture research, 84 per cent of B2B companies do not have adequate visibility into their partners’ opportunity pipelines.

As a result, this solution aims to solve that, providing access to data on customers’ technology stacks to identify sales opportunities in high-propensity accounts, helping sales teams in the process.

"Through our agreement with FusionGrove, we will be enabling both our vendors and customers to convert more leads, faster," Costigan added.

In a "saturated marketplace", Costigan sales leads are "increasingly difficult" to make, however, by making use of data, more targetted solutions are possible and represent a new battlefield for vendors and resellers to attract and retain new customers.

Furthermore, this is highlighted by the fact that 99 per cent of marketing leads do not end up converting to closed sales, with 70 per cent of B2B customers willing to switch to a competitor’s product; illustrating the need for better customer engagement and use of data to customise solutions or a particular strategy to the needs of the customer.

"When we look at the market today, vendors are expanding and diversifying their solution portfolios,” added Brian Allsopp, CEO of FusionGrove. "The role of distribution channels becomes more critical than ever before for vendors to extend their sales coverage.

"Through the strategic alliance with Tech Data, we believe our joint offering will help vendors outperform their account growth targets while helping channel partners expand their footprint with existing customers. It is a win-win."