"We pur­sue mar­ket seg­ments that in ag­gre­gate rep­re­sent a $24B mar­ket op­por­tu­nity by 2018"

SHARAD GUPTA, Chan­nel Direc­tor, India, Ver­i­tas

DQ Channels - - Front Page - LIONEL ALVA (li­onela@cy­ber­me­dia.co.in) More on the web: Read more de­tails about Ver­i­tas at www.dqchan­nels.com

How has your re­cently launched part­ner pro­gram, ‘Part­ner Force’ fared in India? What are the salient fea­tures of this pro­gram?

India is a key strate­gic mar­ket for Ver­i­tas and we are com­mit­ted to­wards en­abling the busi­nesses in India with the right tools to har­ness the power of in­for­ma­tion. Launched in Novem­ber 2015, the “Ver­i­tas Part­ner Force” pro­gram seeks to achieve sus­tain­able and prof­itable growth for both part­ners and Ver­i­tas by lever­ag­ing joint as­sets to de­liver value to our cus­tomers. We be­lieve Ver­i­tas Part­ner Force is a game changer that of­fers our part­ners in­creased sup­port, ac­cess to our tech­nol­ogy and engi­neers, and im­por­tantly, the con­fi­dence to be trusted stew­ards of the Ver­i­tas brand to our cus­tomers. The key changes made in the new part­ner pro­gram are:

In­creased Op­por­tu­nity Reg­is­tra­tion cap: Ver­i­tashas in­creased the Op­por­tu­nity Reg­is­tra­tion cap from US$500K to US$1M, while main­tain­ing pay­out rates, so part­ners can cre­ate and reg­is­ter big­ger Ver­i­tas trans­ac­tions with their strate­gic cus­tomers

En­hanced Growth Ac­cel­er­a­tor Re­bate: Ver­i­tas has en­hanced its Growth Ac­cel­er­a­tor Re­bate by in­tro­duc­ing a 3-step pay­out pro­gram that in­creases high growth ac­cel­er­a­tors and sim­pli­fies quar­terly pay­outs

Stream­line path to plat­inum sta­tus: Ver­i­tas has con­sol­i­dated the qual­i­fi­ca­tions for skilled part­ners to achieve plat­inum sta­tus by re­quir­ing two – rather than three – ex­pert com­pe­ten­cies and re­plac­ing the cus­tomer ref­er­ence re­quire­ment with the op­por­tu­nity for part­ners to bet­ter show­case cus­tomer suc­cesses

To en­sure that our ini­tia­tives are aligned to part­ners’ needsin India, we have lis­tened to our part­ner com­mu­nity and build pro­gram en­hance­ments based on ex­ten­sive part­ner feed­back to strengthen Ver­i­tas’ chan­nel pres­ence. To date, we have 40 man­aged part­ners and 150 part­ners in India.

Sy­man­tec and Ver­i­tas have a com­mon pool of chan­nels and cus­tomers. How is Ver­i­tas lever­ag­ing on these com­mon set of chan­nels now?

While we were a part of Sy­man­tec, we had a very large pool of part­ners across the globe. As the ma­jor­ity of our part­ners are fo­cused on in­for­ma­tion man­age­ment – where Ver­i­tas is the leader in this space – the sep­a­ra­tion from Sy­man­tec has minimum im­pact on us. Today, 98% of our man­aged part­ners and dis­tributers have mi­grated suc­cess­fully from Sy­man­tec Part­ner Pro­gram to Ver­i­tas’ Part­ner Force pro­gram. We see part­ners build­ing com­pe­ten­cies around our en­tire port­fo­lio of prod­ucts; from backup and re­cov­ery, in­for­ma­tion avail­abil­ity and our archival prod­uct range. In India, we have a good pool of man­aged part­ners and we are driv­ing our rev­enue on the SMB front through close to 150 odd part­ners – a sub­stan­tial num­ber to give us that de­sired reach to our cus­tomers. India is a very strate­gic mar­ket for us and we want to ef­fec­tively col­lab­o­rate with our chan­nel part­ners to pro­vide cus­tomers with the right so­lu­tions.

With ad­vent of vir­tual and cloud, would Ver­i­tas en­gage solely with tra­di­tional chan­nels or in­duct cloud-ready and cloud-only part­ners?

Busi­nesses today, ir­re­spec­tive of size and ver­ti­cal, are in­creas­ingly adopt­ing cloud in­fra­struc­ture to en­hance their business growth due to cost con­sid­er­a­tions. Ac­cord­ing to Ver­i­tas’ State of Hy­brid Cloud re­port, 74% of en­ter­prises lever­age two or more cloud in­fras­truc-pro­duc­tiv­ity ture ven­dors to sup­port their work­load re­quire­ments and 23% are us­ing four or more ven­dors. How­ever, man­ag­ing the data in such het­ero­ge­neous en­vi­ron­ment poses a chal­lenge for the IT man­agers. This is where our part­ners could play a key role in help­ing our cus­tomers to un­der­stand the IT en­vi­ron­ment and ad­vise them on the so­lu­tions that would ad­dress their crit­i­cal business needs.

We have ob­served that the part­ners are con­tin­u­ously evolv­ing them­selves ac­cord­ing to the changes in the in­dus­try. For in­stance, many who were orig­i­nally re­sellers have be­come so­lu­tion providers and oth­ers have started moving to cloud.

What would be the Ver­i­tas GTM pitch for en­ter­prise SIs to their cus­tomers?

We have part­ners pitch­ing business out­comes to large sys­tems in­te­gra­tors in India, to pro­vide man­aged back-up ser­vice in their dat­a­cen­ters or in the cloud plat­form. Fur­ther­more, we have so­lu­tions for en­ter­prise cus­tomers and SMB cus­tomers. We rely heav­ily on our part­ners to build com­pe­ten­cies and avoid be­com­ing re­tail­ers/re­sellers pro­vid­ing prod­ucts. We aim at build­ing ser­vices for im­ple­men­ta­tion and con­sul­ta­tion around our prod­ucts to give our cus­tomers a com­plete level of sat­is­fac­tion. Our SMB prod­uct – Backup Exec is com­pletely driven by chan­nel, hence we have a mix of part­ners and SIs who are sup­port­ing our cus­tomers in the SMB sec­tor.

What are the pri­or­i­ties in Ver­i­tas chan­nel roadmap for 2016?

At Ver­i­tas, we are fo­cused on solv­ing or­ga­ni­za­tions’ grow­ing data chal­lenges. We are well po­si­tioned to in­no­vate and de­liver the ben­e­fits arising from in­for­ma­tion man­age­ment. Ver­i­tas pur­sues mar­ket seg­ments that in ag­gre­gate rep­re­sent a $24B mar­ket op­por­tu­nity by 2018. These mar­kets in­clude Backup and Re­cov­ery, In­te­grated Ap­pli­ances, In­for­ma­tion Avail­abil­ity and Ar­chiv­ing so­lu­tions, where Ver­i­tas holds num­ber one or num­ber two mar­ket share po­si­tions.

No­tably, Ver­i­tas’ prod­uct strat­egy com­bines con­tin­ued in­vest­ment in lead­ing prod­ucts and the development of next-gen­er­a­tion so­lu­tions to help cus­tomers be ag­ile and ef­fec­tive. We are look­ing for­ward to en­hance our in­dus­try-lead­ing backup and re­cov­ery, stor­age man­age­ment, clus­ter­ing, dis­as­ter re­cov­ery, ar­chiv­ing and eDis­cov­ery core so­lu­tions in the up­com­ing year. These so­lu­tions will cre­ate the foun­da­tion for in­for­ma­tion avail­abil­ity and in­sight – to help cus­tomers un­lock the value of their data to drive business and prof­itabil­ity. Part­ner Force is our key plat­form and our com­mit­ment to sup­port the speed of ex­e­cu­tion – if we are suc­cess­ful, we will be a true part­ner-led business.

Any sig­nif­i­cant changes in GTM, sales strat­egy or oth­er­wise with new Ver­i­tas since it be­came a part of Car­lyle group?

Ver­i­tas has had a strong brand rep­u­ta­tion for our prod­ucts and is now emerg­ing to be­come the leader in the in­for­ma­tion man­age­ment space. We rec­og­nize the op­por­tu­ni­ties that our chan­nel part­ners present for Ver­i­tas and will con­tinue to ex­pand part­ner­ships to de­liver the real value of our prod­ucts to our cus­tomers.

What are some of the best prac­tices de­ployed in Ver­i­tas chan­nel strat­egy?

Part­ners are key to Ver­i­tas’ suc­cess as an in­de­pen­dent com­pany. As a 100% chan­nel driven rev­enue model, we are work­ing to­wards a close and con­tin­ued con­nec­tion with our part­ners. With the launch of our part­ner pro­gram - Ver­i­tas Part­ner Force we have made it eas­ier for our part­ners to be more prof­itable and pre­dictable while sell­ing Ver­i­tas so­lu­tions. The pro­gram has fur­ther pro­vided us with a plat­form to en­gage our­selves with our part­ners in all the coun­tries that we op­er­ate in on a reg­u­lar ba­sis and en­lighten them on their per­for­mance si­mul­ta­ne­ously. The Ver­i­tas’ Voice – a monthly newslet­ter to pro­vide reg­u­lar up­dates for our part­ners – is an­other ini­tia­tive that we have em­barked on.

We also have a pro­gram­matic ap­proach to­wards driv­ing en­able­ment for our part­ners. We are con­duct­ing en­able­ment ses­sions coun­try-wide in mul­ti­ple cities on a quar­terly ba­sis. Cur­rently, we have close to 200 rep­re­sen­ta­tives from the part­ner com­mit­tee at­tend­ing our en­able­ment ses­sions in Delhi, Mum­bai and Bangalore. Last but not the least, we have carved out a non-com­mer­cial seg­ment which is com­pletely driven by our chan­nels. This is gen­er­at­ing pure in­cre­men­tal rev­enue for us in India.

What role do dig­i­tal plat­forms and new tech­nolo­gies play in bring­ing India’s vi­sion of be­com­ing a ma­jor world man­u­fac­tur­ing hub to fruition? Which tech­nolo­gies do you think could be game chang­ers for the in­dus­try?

In today’s dig­i­tal­ized world, many en­ter­prises are faced with a twin chal­lenge – the ex­po­nen­tial growth of data driven by dig­i­tal­iza­tion and shrinking re­sources and bud­get to ac­quire new ap­pli­ca­tions or so­lu­tions for ef­fec­tive data man­age­ment. We ob­serve that en­ter­prises are adopt­ing cloud strate­gies to im­prove their ser­vice re­li­a­bil­ity and pro­duc­tiv­ity. In ad­di­tion, other tech­nol­ogy trends such as mobility have also reached an in­flec­tion point – driv­ing the change in com­mer­cial be­hav­ior of en­ter­prises. These trends have led to an evo­lu­tion – with en­ter­prises moving from on premise to vir­tual or cloud en­vi­ron­ments, in or­der to be ag­ile to meet mar­ket needs. We see po­ten­tial op­por­tu­ni­ties for Ver­i­tas to ex­pand our reach in India, es­pe­cially in the tele­com, BSFI, ITS and govern­ment sec­tors – to en­able our cus­tomers to har­ness the power of in­for­ma­tion and stay ahead of their com­pe­ti­tion.

Sharad Gupta, Chan­nel Direc­tor, India, Ver­i­tas

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