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01732 759725 36 IT MANAGEMENT Updated go-to-market strategy and expanded affiliate programme to boost customer numbers and develop new markets for the company’s IT management tools “By focusing more on expanding the partner ecosystem, our plan is to double its revenue contribution in the next year. As part of these expansion plans, we are looking to add more resources to our partner team focusing on enabling the channel network. Partners, distributors, resellers and affiliates have played a valuable role in expanding our reach. We will recruit dedicated employees to support and enable the partner ecosystem.” These will include strategic hires in channel development, technical account management and enterprise account management, enabling ManageEngine to scale its channel programme. Go-to-market strategy As part of the updated go-to-market strategy ManageEngine will also: n incentivise partners and affiliates to promote the company’s products and services to new customers by offering assistance and training through a dedicated partner zone and affiliate portal; n develop partnerships with new channel partners; and n recruit additional affiliates to expand customer acquisition opportunities through that route. Commenting on the latter, Mouttou Sidambaram Muthaian, Director of Digital Marketing at ManageEngine, said: "The Affiliate Programme provides an opportunity for affiliated businesses to generate revenue, allowing them to earn commission for every customer referral brought in through their unique affiliate link. “Since the programme's inception in 2021, we have been able to tap into a completely new audience segment in a niche market. We intend to expand the programme by bringing in new affiliates and push the existing affiliates to promote ManageEngine through additional avenues." Chandan Kumar, Founder of Geekflare, which has been a partner of ManageEngine’s since the affiliate program's inception and is currently the largest contributing affiliate in the UK, said: "ManageEngine is one of the most trusted IT management software solutions to endorse. The good thing about ManageEngine is that it is popular and loved by thousands of customers globally, making it easy for a partner to talk about." Global ambitions ManageEngine’s investment in its UK channel programme, following the opening of new data centre facilities in London and Manchester and the appointment of Shankar Haridas as UK Country Head, underlines the importance of the UK market to the company’s global ambitions. The UK is ManageEngine’s second largest market, accounting for around one quarter of global turnover, and continued growth here will help ManageEngine achieve its target of $1 billion in annual revenue globally within the next two years. ManageEngine, the enterprise IT management division of Zoho Corporation, has announced a target to double revenue from its UK partner network by 2024, and is investing in headcount and resources to help partners acquire customers and develop new markets for its real-time IT management tools. Widely used by enterprises, SMEs and managed services providers, its solutions enable customers to optimise the performance of their IT infrastructure, including networks, servers, applications, endpoints and more. Arun Kumar, Regional Director for the UK at ManageEngine, said that with organisations increasingly adopting the cloud technologies to automate business processes and respond to the shift in hybrid work, ManageEngine will closely collaborate with existing distributors, resellers, partners and affiliates to uncover additional upsell and cross-sell opportunities for its suite of over 60 products. "One of our key go-to-market strategies in the UK is the channel partner ecosystem, which contributes 40% of our overall revenue in the UK,” he said. UK datacentres ManageEngine’s investment in its partner programme builds on the company’s existing investment in the UK, notably the opening of ISO/IEC-27001-certified data centre facilities in London and Manchester earlier in the year. Representing an investment of $1 million, the two new data centres meet the growing requirement for data sovereignty and data residency amongst UK customers. With all the necessary SOC, ISO and PCI DSS certifications, customers can be confident that their data is stored securely and in compliance with local regulations and industry-specific standards. ManageEngine’s investment comes as accelerated cloud adoption amongst UK customers boosts demand for local data storage. Rajesh Ganesan, President of ManageEngine, said: “Cloud adoption has been rapid in the UK, far outstripping other markets. We have seen 70% growth in cloud adoption YOY since 2018, versus 50% globally. Post-Brexit, we also saw increased demand from customers for data centres to be located in the UK to ensure data sovereignty and comply with local regulations." The data centres host leading ManageEngine products, including ServiceDesk Plus Cloud (for IT and enterprise service management) and Endpoint Central Cloud (for unified endpoint management and security), with one used as a disaster recovery site. ManageEngine looking to double UK partner revenue Arun Kumar