Print.IT Reseller - issue 54

PRINT IT RESELLER.UK 27 Continued... PARTNER PROGRAMME engaged with customers, the company recognised that a single reseller-based model simply wasn’t rich enough for M-Files to reach customers that are relevant. “That’s why we now have a programme in place targeted specifically at organisations who are already engaged with customers but who simply can’t invest in M-Files at this stage to become a reseller. The new referral and co-sell options address that middle ground by enabling organisations whose customers are struggling with information and document management challenges to service that market opportunity in partnership with M-Files,” he explained. He continued: “Referral partners could be a whole host of companies such as technology companies who deliver a software solution in an adjacent market but who don’t have content capabilities, and they would like to bring that to market. “There are also partners who specialise in implementation and support. We already have an authorised services partner programme where members have certified implementation and support capabilities. We can bring these partners into opportunities where we are delivering a large volume of services and they can work closely with our direct sales team to complement our in-house delivery teams.” With the new unified partner programme, M-Files is taking a much more holistic approach. “This will allow us to work with partners who may not yet be in a position to invest the time and resources required to be successful as an M-Files reseller, yet who see huge potential in offering M-Files to their customers,”Waterton stated. By assembling a broader range of partners M-Files will be able to leverage their collective skills to service more customers with greater flexibility. This approach will also support a drive for strategic technology partnerships so that organisations who currently deliver their own technology solutions can easily partner with M-Files to deliver content management alongside their existing propositions. “We are simply making sure that we line up the best M-Files team for every customer; irrespective of whether that is made up purely of M-Files staff, partner staff or a combination of the two,”Waterton said. Lighter touch Unlike other channel programmes, which typically require a substantial investment from the partner, this new approach will be significantly lighter touch, enabling a new breed of go-to-market partners to start working with M-Files far more quickly and at a much lower level of investment. By collaborating with the M-Files direct sales teams, partners can capitalise on the growing demand for effective information management solutions. This will enable M-Files to deliver a richer and more targeted service to its own customers by leveraging the vertical market expertise of its partners. Equally importantly, partners will also benefit from access to extensive M-Files assistance from the point of initial customer engagement through to delivery. “We have the referral programme – that’s the lightest touch of the partnership, we have our traditional reseller programme and then we have the authorised services partner programme. So really there are three variants. What’s key to the referral programme is that people who start as a referral partner will naturally build good skills by working with our pre-sales team and I see that as an on-ramp for some of them to become full-blown resellers,” Waterton explained. At present M-Files’ reseller benefits include an online training academy, full support from a partner manager, a rich set of marketing and technical support information accessible via the partner portal and, the company also runs dealer events in the UK and internationally. The company is piloting this extended channel program in the UK and, according to Waterton expects to make some significant announcements about this within the next few months. “There are a number of elements to the partner programme being launched over the coming months. We’re very excited about the potential of this model, not just for the UK but for the wider company too,” he said. “We invest heavily in our partners in terms of training, enablement, deal support etc. It’s a full function and rich programme, which has been successful for us over the years. With regards the referral co-sell programme, I actually see many resellers in the UK also wanting to capitalise on that. So it’s not that you can only be a referral partner or a reseller, our resellers can have those referrals and co-sell opportunities as well. It’s entirely possible that a reseller in the south east may generate some enquiries that are in the north east and don’t have the expertise or resource in delivering a quality solution in that area. Those that do have the enquiry or lead can choose to make a commercial decision to monetise that opportunity and pass to M-Files for delivery,” he added. Waterton said that some existing partners have already closed co-sell related business with M-Files over the last couple of quarters. “These have been substantial deals,” he said, adding: By collaborating with the M-Files direct sales teams, partners can capitalise on the growing demand for effective information management solutions Connect All Your Information with M-Files