Symantec's New Year's Resolutions for Channel Partners to Reap 2010 Rewards

By Ericka Chickowski  |  Print this article Print

Ready for a fresh start in 2010? Symantec's Randy Cochran, vice president and channel veteran, offers solution providers common sense advice about how to best take advantage of the opportunities on the way next year.

As VARs and solution providers start the year off with new balance sheets and improved game plans, many are looking for that extra edge needed to carry them through a breakaway year. After what shaped up to be one of the most difficult economic years in many moons, the expected 2010 recovery could provide just the environmental opportunities to do so.

Channel Insider recently spoke with Symantec's Randy Cochran, vice president of channel sales for the Americas, to catch his opinion on how channel partners can best take advantage of these opportunities in 2010.

Stay Relevant with Your Customers
With such a competitive technology market out there and a flood of box-pushing, order-taking resellers out there vying for your accounts on price-points alone, the smart VAR needs to keep their relevance quotient top-of-mind, Cochran says.

As he puts it, VARs need to be "ready to do battle" and make the investments necessary to be certified and knowledgeable "go deep on these technologies" in which they specialize.

Making the effort to put staff through traditional classroom training, online training and other virtual training  modules is more important than ever in maintaining relevance "because these technologies are getting more complex and more integrated as we move forward," Cochran says.

Prepare to Tackle Your Customers' Biggest Challenge
Hand in hand with relevance goes the channel partner's ability to truly address its customers’ most pressing pain points in a meaningful way. Within the Symantec ecosystem, the major salient challenges have to do with storage and security of data, which "according to who you talk to is growing 30, 40 or 50 percent every year," Cochran says.

"So, how do I protect that, how do I manage that, how do I secure all of that and do it with technologies that make sense, do it with solutions that solve real-world problems," he says.

One big example of this type of opportunity is within the data deduplication market, Cochran says. Many VAR customers, both large and small, are struggling with the complications caused by duplicate data files clogging up data stores and slowing down back-up and recovery processes.

"That one example is not only a real world problem, but it's a nice transaction, it's a nice solution-oriented sale for our partners to take down," he says. "They could wrap in services and capabilities that will help grow the sales for the partners themselves."

Focus on Revenue-Generating Programs
No matter which vendors solution providers are partnered with, it is really critical that they understand the ins and outs of each applicable channel program.

"Don't just know the top-line benefits. Really know and understand who you are working with, because that's who you are representing," Cochran says.

As common sense as this advice sounds, Cochran says that many people would be surprised at how often life sometimes just gets in the way and pretty soon a VAR realizes a little too late that if they'd only have registered a certain deal, they could have garnered X more points on an opportunity.

"And that just costs you as a partner by not knowing those things," he says.

Collaborate with Vendors and Other Solutions Providers
In order to become a trusted advisor that is technically deep and proficient within a select few areas, it'll be necessary to resist the temptation to try to advise customers on all of their technology needs.

"It's really about getting to know, when you look in the mirror, what you're really good at," he explains.

That doesn't mean, though, that VARs need to give up on trying to fully service their customers and fill all of their needs. Instead, it just points to the necessity of forging good partnerships with not only vendors, but also other solution providers.

"When I see two partners collaborating on a particular opportunity, what I'm seeing is the notion of putting the customer first in action," Cochran says.

Symantec tries to encourage this kind of collaboration by running a partner referral program for partners who may not be certified in a particular technology that a customer needs. The referring partner gets a referral fee and stays engaged while the collaborating partner steps in as a guest to fill the need. It's a way to get "part of something, versus all of nothing," Cochran says.

Enhance Your Reputation with Social Media
As social media outlets gain more mainstream legitimacy, channel partners could do well to increase their activity on this front to bolster marketing efforts. The trick is to remember that Facebook, Twitter and LinkedIn will not be your marketing silver bullet in 2010 or any other year.

"I think the lessons we've learned is it's not to be used as the only communication, but as another way to communicate," Cochran says.

He encourages channel partners to use social media as an additional layer of engagement with customers. For example, one successful campaign he saw a partner carry out this year was to host a series of lunch-and-learn seminars for customers and then use Facebook and Twitter to follow up with attendees afterwards.



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