Reward Relationships

Of course, there's the sage decision to slip CA salespeople an extra 15 percent commission for working with partners on transactions, a policy change that has already had a profound impact since its implementation a month ago. Funny how that happens. Then, there's the new system builder and OEM programs announced last week at XChange Tech Builder. These efforts are a double-edged sword that not only gets more CA products out in the field on a trial basis, but also gets the company a deeper footprint into small businesses. CA is one of a growing number of software companies that is wising up to the power of this community. And, of course, I applaud the heightened emphasis that the CA channel account team will put on recruiting true value-added solution providers, and not just resellers who can push a lot of licenses and follow up on the qualified leads being generated by its telemarketers in Tampa, Fla.

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HEATHER CLANCY

Can be reached via e-mail at [email protected].

But one revision really sticks out in my mind as a bold move that sets CA apart from other vendors. That is the company's decision to actively involve its solution providers in maintenance account and contract renewal situations at a time when many vendors are seeking to push partners out of these transactions.

Certainly, from the channel's point of view, these aren't high-margin deals. And one could view CA's decision to do this as a move strictly designed to win some short-term market share. But I think there are larger implications.

For one thing, we all know most solution providers derive the majority of their business from existing customers. While I would never suggest anyone rely strictly on recurring revenue from something like software license renewals to fuel sales, the fact is, these sorts of interactions give the solution provider the chance to cross-sell or upsell more technology into an account. In other words, they're a conversation starter. Of course, it also gives the solution provider an opportunity to switch out products, which may be exactly the reason why most vendors find it hard to create programs that reward relationships.

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Who rewards you for your customer relationships? HEATHER CLANCY, Editor at CRN, welcomes your comments at [email protected].