Group Logic, a U.S.-based software company that helps businesses manage their digital content, is moving towards a channel-friendly sales model in the Canada and the U.S. with the introduction of its new PartnerPlus Program.
The company is headquartered in based in Arlington, Va. and is privately-held, its CEO, Chris Broderick said. Historically, the company’s go-to-market model was direct sales, however more recently, the company decided to move towards an indirect sales strategy, he added.
“Recently in Europe and Asia we decided to go indirect,” Broderick said. “So 100 per cent of our non-domestic (U.S. and Canada) sales go through channel partners. We’re trying to duplicate that (model) in the U.S. and Canada too.”
Group Logic, Broderick explains, “helps organizations access, share and extend the value of their digital content, whether it’s running locally or through the cloud. Our software is geared towards small to large sized businesses and provides a seamless integration with Macs and existing Windows infrastructures which therefore allows Macs and PCs to coexist and collaborate on a Windows-based network.”
Broderick says with the introduction of the new channel program, the company hopes to expand its customer reach in North America with the addition of new partners.
Summer Benish, the channel development manager at Group Logic, said the company’s currently in recruitment mode and has about 10 partners across the U.S. and Canada to date.
While the company doesn’t have a goal in the number of partners they’d like to sign up, Broderick explains what Group Logic’s looking for in a partner.
“We’re looking for partners that build practices and services related to the products they resell from us,” he said. “The portfolio of products we have helps customers integrate their Mac platforms into a Windows Server environment.”
Benish adds that partners who have a focus in specific vertical areas, such as education, would also be a good fit for the company.
PartnerPlus is a tiered global program and is made up of Registered, Authorized and Premier levels, Benish says. Authorized is the entry level and Premier is the highest tier a partner can achieve. In order to be a Premier partner, a company has to be promoted to this level based on their performance, she added. Through the program, all partners receive resources such as sales tools, training and a dedicated channel team to support them.
Group Logic partners should expect to receive margins in the double digit range on their sales, Broderick says.
“The key to making this indirect model work is to create a channel-neutral compensation model for our sales team,” Broderick explained. “So we have our sales team that used to be involved with direct sales and we need to make sure they’re now encouraged to pass on leads to our channel partners.”
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