A conversation with Martin Ryder, channel sales director Northern Europe, Vertiv
In association with Vertiv
How can Vertiv’s Partner Program help a business achieve its unique goals?
Our goal is to help organisations power their mission-critical applications. At Vertiv, we understand that different organisations work in different ways, and no one size fits all. We pride ourselves on working closely with our partners to help them find the right solution for their customers.
We are fortunate to work with some amazing partners. Equipped with our industry-leading global portfolio of critical infrastructure solutions, our partners can leverage Vertiv’s large IT channel portfolio of products including industry-leading brands such as Liebert, Geist, and Avocent, which span all sizes of power protection and thermal management; to IT management; to racks, enclosures, and distribution; to end-to-end services. This gives our partners the confidence and capability to satisfy customer requirements.
What has the response from customers in the program been like?
I can honestly say that overall, the response has been resoundingly positive. But of course, like anything, it’s an evolution. What has been invaluable in aiding its success is the feedback that our partners have provided since the inception of the program. We learn, we progress, we improve, and we do this by listening to our partners at every stage.
Our network of partners, distributors and resellers are vital to Vertiv’s business, and we can only succeed if they succeed. With this in mind, we are committed to ensuring our partner program is industry-leading, and that we incentivise, recognise, and reward our expert partners for the great work they do.
Our partners have told us that we provide practical marketing support and that we’ve made it simple and straightforward for them to access support and implement marketing tactics such as co-branding advertisements and building targeted lead generation campaigns. Of course, the real response lies in the results, which are very positive.
Can you discuss Vertiv’s approach to driving channel growth?
Our approach is to simplify what can often be a complex path to navigate. Only by providing our partners with the tools they need to service their customers can we succeed, so we treat our channel partners as an extension of our own team. Our strategy to drive channel growth is threefold; to provide our partners with industry leading, reliable products, extensive training and easy to implement, practical marketing campaigns.
At the core of our strategy is good communication and solid partnerships. We equip our partners with what they need to succeed and work tirelessly to stay in step with them as their business and the market changes, so we can all benefit from staying agile to changing needs.
Our ambition is to attract partnerships with channel distributors and resellers based on trust and growth. We provide a comprehensive list of value propositions including a sophisticated channel dedicated product portfolio, training courses and channel marketing programmes.
Why should a customer partner with Vertiv over one of its competitors?
There are many reasons – a best-in-class product offering across the entire breadth of critical infrastructure solutions, combined with Vertiv’s continued investment in the channel space. We are in an ideal position to support our partners with the vast opportunity that Edge infrastructure acceleration will continue to provide.
We have many years of experience and an established global footprint, including dedicated customer support, and our solutions are margin rich, which provide channel partners with flexibility. Vertiv has also committed to rewarding resellers more than ever by creating five different incentive schemes: the Start Bonus Incentive, Everyday Sales Incentive, Cross Sell Incentive, Purchase Frequency Incentive and Spotlight Incentive – with an increased number of points awarded on a monthly basis. We work hard to consistently and seamlessly share high quality leads through our easy-to-use partner portal.
What’s next for Vertiv?
One thing is for certain – we never stand still. There is plenty to come for Vertiv’s channel. We have some very exciting developments planned, including an upgraded partnership program, renewed go to market strategy, a number of quality of life upgrades for customers that will further drive an enhanced partner / end user experience as well as new products designed to solve end-user challenges and empower partners to help their customers achieve this. We are experiencing exciting times.
Learn more about Vertiv & the UKI Channel team here – New to Vertiv?
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