Ingram Micro Intros Business Intelligence Service for Partners

By Channel Insider Staff  |  Print this article Print

Distributor Ingram Micro is expanding its BI service, which provides data, customer profiling, lead generation, and analytical and predictive marketing, to serve its channel partner community. The Business Intelligence Center from Ingram Micro has been used by vendors like Citrix, SonicWall and IBM.

Interested in getting some of the business intelligence muscle used by vendors such as Citrix Systems, SonicWall and IBM?

While many VARs have been looking to BI and how that specialty lends itself well to service sales, higher margins and the trusted adviser role, distribution giant Ingram Micro is turning that around to offer vendors and VARs a BI service.

Ingram Micro's new Business Intelligence Center is a strategic service for IT channel partners in the United States, intended to help them better understand customers and generate new business.

The service provides partners with data, market intelligence and the visibility they need to generate more business and better target their marketing and sales efforts. The service is an expansion of BI initiatives Ingram Micro has offered to its vendor partners.

Among the services offered are the following:

  • Analytical and predictive modeling;
  • Customer and end-user profiling;
  • Lead generation, market performance and share analysis;
  • Primary market and customer research; and
  • Opportunity refresh and sales trending data.
Technology vendors that have used the service include Belkin, Citrix, IBM, SonicWall and Xerox.

"Our experience in working with the Ingram Micro Business Intelligence Center has been invaluable," David Lee, vice president of marketing communications, SonicWall, said in a statement. "Last year, we teamed with Ingram Micro to design a custom primary market research study for SonicWall. We found their thinking, design and research to be extremely insightful, thorough and action-oriented and look forward to working with them again."

The Ingram Micro BIC team currently is working with a select group of solution providers within Ingram Micro's VTN (VentureTech Network) to expand their addressable market, the company says. The distributor plans to launch a new Business Intelligence Portal at the upcoming VTN Invitational in Hollywood, Fla., held April 21 to 24.

"The Ingram Micro Business Intelligence Center has proven to generate actionable results that positively benefit the top and bottom line for our channel partners, as well as Ingram Micro," Kirk Robinson, Ingram Micro's North American vice president of channel marketing, said in a statement. Robinson is leading the BIC effort. "By successfully tapping into the IT channel's largest database and leveraging the intelligence gathered from our analytics tools, we are able to deliver an unprecedented level of visibility into IT market transactions and establish predictive behaviors around purchasing habits of both end users and solution providers."