AGP Support: Growth Strategy
Industry: Technology & Software

System Integrator Sales Channel Development

Client

The marketing VP of a global IIoT application development platform recognized the need to build partnerships with SME system integrators in order to expand their market reach.

Situation

A global industrial IoT application development platform had strategic partnerships with several top system integrators. However, the system integration (SI) market is highly fragmented, and there were thousands of small and medium system integrators who were not familiar with their platform. The VP of marketing believed that by engaging these SMEs they could gain access to a broader customer base, especially outside of their core markets. This would require identifying these companies and providing a clear and compelling proposition for why they should consider our client’s IIoT platform for future projects.

Approach

Asia Growth Partners supported the marketing VP of a global IIoT application development platform to build partnerships with SME system integrators in EMEA, NA, and APAC. We first built a database of over 2,000 system integrators, divided into several segments by industry focus, geographic scope, and services. We then ran an engagement campaign to communicate our client’s value proposition to these potential channel partners. Integrators who showed interest were then introduced to partner managers at our client for onboarding as certified partners.

Build a database of system integrators, divided into segments by industry, geography, and services.
Run an engagement campaign to communicate our client’s value to potential channel partners.
Introduce system integrators to partner managers for onboarding as certified partners.

Results

Over a period of three months, Asia Growth Partners generated 261 qualified partner introductions from a base 2,170 potential channel partners. This effort enabled our client to rapidly expand their reach into new geographics and vertical segments where their strategic partners lacked expertise or sales teams.

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