Distributed cloud storage and compute vendor Storj has worked with channel partners for years, but it has now formalized its channel motion with the company’s first channel program. Storj CEO Colby Winegar told Channel Insider how the program was created and why he and the company decided now was the right time to fully embrace the channel.
Channel First program built on feedback from existing partners
Storj first created a partner portal in 2023, though by Winegar’s own admission, it wasn’t the greatest resource for the partners already transacting Storj. A year and a half later, with more internal resources and a vision for future growth, the Storj team decided to build out a more intentional channel program.
“You get to a point where you have to go, ‘you know, we’ve got to start taking in this feedback and doing something with it,’ and so as we added new team members, we started to really develop everything we needed for this program,” Winegar said.
The new program includes updates to the partner portal and the availability of new resources to help channel partners sell Storj solutions to clients. According to Winegar, these resources were tailored specifically to solutions providers and others who would have specific needs that differed from the goals of other internal resources previously available.
“We knew we would get a lot of ‘how do I, as a partner, talk about these products and about Storj?’ and we also learned that a lot of partners also really wanted things like white papers to give to their customers directly. We had kind of relied on presentations and conversations internally, so we had to develop a lot of these resources for partners in the program,” said Winegar.
Storj offers GPU resell opportunities and more for channel partners
Storj is unique in the market thanks to its GPU offering, which can provide on-demand GPUs through white-labelled APIs to partners and their customers. Winegar said this will allow MSPs and others to begin selling GPUs in many cases for the first time.
“GPUs are one of our biggest differentiators, and we’re excited to take this to the channel. Partners typically have a hard time selling GPUs,” Winegar said.
Beyond GPUs, Storj also offers distributed cloud storage solutions and a solution tailored to media and other industries working with large files across disparate workflows and locations.
Selling through the channel: why Storj will take direct clients through channel partners
The channel strategy Storj has built does not end with partner resources for those wanting to take Storj products to their own clients. Winegar said he and his team also see the channel as an opportunity for the company to scale adoption.
“I think it’s really short-sighted when companies say, ‘oh, I could save a ton on margin if we went direct,’ because the channel is a lot more than that,” Winegar said. “You can’t be everywhere for everyone all at once, and having channel partners will help us expand our reach.”
Winegar said he sees the channel as a way to address the available market without costly internal sales resources and plans on 2025 delivering growth for the company and its partner network.
“If you can get the channel working, it can really help you be successful.”
Earlier this year Storj collaborated with GB Labs to bring a new file storage solution to market. Read about NebulaNAS and what it can bring to solutions providers.