Market growth opportunities with distribution
Distributors are playing an increasingly crucial role in helping partners access and use data for business growth in the digital era, and partners agree.
Data plays a crucial role in lifecycle selling and is particularly important to partners seeking growth in this area. It provides a data-driven framework to optimise customer engagement and drive recurring revenue throughout the customer lifecycle.
Westcon-Comstor is a member of the TSIA and the only distributor on their XaaS Advisory council. We leverage their APLAER model (an updated version of the LAER model) to help partners use data and analytics effectively and ‘place the right bets’ – allocating the right resources to the right transactions with the best chance of success at the lowest cost.
"Distribution can add big value through data. Not just data on existing install bases and what was previously purchased, but also looking at white space analysis and new opportunities."
Nicole Oliveira, Executive: Digital Infrastructure, Altron Digital Business, South Africa
Valued data insights
Market growth opportunities emerged as the most valued insights a distributor can offer partners, showcasing a keen interest in factors that drive business expansion.
say data for market growth opportunities is the most valued type of data a distributor could supply
"Moving forward, getting data from distributors could add significant value to our business. For example, if distributors could aggregate data in cloud marketplaces and show partners what technology was procured, where and when it was bought, that would be hugely beneficial."
Neville James, Director of Vendor & Alliances, Katana1, Australia
How Westcon-Comstor supports partners with data
Distributors’ position at the heart of the IT channel gives us a unique vantage point. We have a deep understanding of local markets and customer needs, vendor strategies and solutions, and partner opportunities. Our data can reveal hidden pockets of demand for specific products or services, allowing partners to expand their reach and target new customer segments.
Specifically, we support partners with data across the APLAER framework. Examples include:
Analyse
- Vendor data
- Sales data
- Industry data trends
Place
- Data and analytics specialists
- PartnerCentral
- CRM
Land
- Intelligent Demand
- Zero Touch Quote
- Clean Sales Order
Adopt
- Telemetry
- Vendor CX Motions
- Playbooks
Expand
- Lifecycle selling (cross sell / upsell)
- Tech refresh
Renew
- RenewView
- Renewals specialists
Our data can also be used to create targeted sales and marketing campaigns and activities through detailed customer profiles and segmentations. This helps partners reach the right audience with the right message at the right time.
Intelligent Demand
Intelligent Demand (ID) is Westcon-Comstor’s advanced sales and marketing programme using the power of data to build highly targeted demand generation activities that enable partners to maximise customer lifetime value throughout the customer lifecycle.
By intelligently combining datasets, we can identify more qualified leads with the highest propensity to buy.
The value of Intelligent Demand:
Valuable end customer insight
- Market intelligence to influence partner strategy, vendor alliances or technology integrations
- Insights into technology trends, vendors, and financial forecasting
Higher ROI
- More specific audiences identified from data points which leads to more targeted activity specific to end customers with a higher propensity to buy and a better ROI
- More efficient marketing spend on those more likely to buy
Demand backed by data-science
- Intelligent Demand combines industry leading expertise and technographic data to provide insights backed by science
- Enables data-driven campaign targeting and decision making
Partner Insights
Partner Insights, available through PartnerCentral (Westcon-Comstor’s partner marketplace), allows partners to build data-informed growth plans based on their transactional data. It offers insights into data such as customer transations or order renewal conversion trends, enabling partners to drive increased revenue across the customer lifecycle.
It delivers comprehensive insights into end customers' buying behaviour, giving partners the upper hand in prioritising efforts and allocating resources efficiently.
Partner Insights at a glance:
Next level reports
Partners can effortlessly slice and dice data on demand for comprehensive, customisable reports.
Revenue growth
Partner Insights unlocks actionable data to boost revenue. It helps partners spot new opportunities and keep track of revenue-boosting trends.
Next-gen Account Management
Partner Insights supercharges our account management. It empowers meaningful, data-driven conversations and strategic decision-making, leading to Partner Success.