Eric Braswell, DiCentral

Channel Chief Name	Eric Braswell
Channel Chief Title	Senior Director of Global Channels
Company and Division	DiCentral
Markets Served:	Software
Company's overall 2007 revenue:	$11.421 million
Percentage of revenue from solution providers:	24%
Number of years with the company:	1.5
Number of years involved with indirect sales:	13
Number of employees in channel organization:	9
To whom do you report in your organization?	Peter Edlund, Senior VP of Sales and Marketing
Does that individual report to your CEO/president?	yes
Describe your channel organization's major accomplishments over the past year:	Growing a brand new channel program in a company with 100% direct sales to a 4th quarter result with 64% indirect revenues. This milestone quarter also contained the highest revenue months in company history. Additionally, the channel program successfully managed certification processes with the major ERP platforms, allowing us to provide the necessary credibility our partners need to close business.
List up to 10 of your top products sold through the channel:	DiWeb DiIntegrator DiFlatfile DiAnalyst DiReplenish DiTransit
Describe how your partner community has grown over the past year:	The channel program at DiCentral began in July 2006, with the recruiting of the first channel manager. The program was built over the next 8 months and launched in March 2007. Primary recruiting efforts have focused on resellers of ERP and accounting platforms, as well as IT consulting firms with competencies in supply chain solutions. Our recruiting efforts have resulted in 135 signed partners.
Name the one individual who has had the most profound impact on your life:	Elva Gladney, my high school American History teacher who became a professor at the University of Texas at Austin and an advisor to the Aga Khan Foundation. Her mentoring, as well as her friendship, helped me become confident in my beliefs and willing to take the risks necessary to achieve success.
Please name the single most innovative initiative for which you were responsible for the past year?	Elimination of direct vs. indirect channel conflict so that our partners can receive the full benefits of our SaaS model, regardless of territory or named account restrictions. Our channel program includes our direct sales force in the final closure of business. Additionally, we have launched a channel partner portal that is unique for our space (supply chain solutions). It encompasses lead registration for our partners, as well as functionality for DiCentral to provide leads back to our partners, and even creation of co-branded marketing documents.
What were the key channel partner investments you made in the past year?	-Certification with all the major ERP channels (SAP, Oracle, Sage, Microsoft, Intuit) -Building out a full-supportive channel sales department so that our partners receive the superior levels of attention and support (9 staff) -Marketing resources t
How are you attracting the next generation of solution providers?	Highly targeted marketing communications (email services to avoid spam), purchased lists from VARBusiness and supply chain solutions magazines -Participation in market segment specific trade shows (ERP resellers, consultant groups, channel events) -Creation and publication of white papers and joint case studies designed to show the revenue available via the DiCentral solutions
What is the greatest challenge you overcame in the past year?	Converting a very successful technology company with 100% direct sales into a channel-centric company. The education of top executives and business unit managers on the differences between the direct vs. indirect sales model was a key to success. Ultimately gaining the support of all the top management to allow for the investment and growth period of the channels program was a challenge, but well worth the effort. Our company, once 100% direct, now has a strong and committed channels culture.

CHANNEL SERVICES >>