Rising Channel Buffs

One year after Cabletron Systems split into four divisions, its spin-off companies continue their efforts to strengthen their independent channel programs.

Management software maker Aprisma Management Technologies is targeting partners with a new channel program, dubbed the Aprisma Partner Program, geared toward systems integrators, service providers and solution providers.

Aprisma's David Berger touts a blended sales model.

Aprisma previously sold products through Cabletron's Synergy Program, which consisted mainly of hardware partners, says David Berger, director of channel sales at Aprisma, Durham, N.H. Aprisma inherited a lot of existing contracts from the Synergy Program when Cabletron split, but many of the hardware partners were not a good fit for the software company, he says.

Aprisma then tried a direct-selling approach, but realized it could reap bigger rewards from a blended direct and indirect sales model, Berger says. "Selling through partners is a cost-effective and efficient way to deploy products," Berger says. "It's obvious and logical that Aprisma embrace the channel."

The Aprisma Partner Program includes gold-, silver- and platinum-level partners, with authorized and certified ranks.

Michael Galvin, principal consultant at OnSight Services, says Aprisma offers partners training, information-sharing and marketing. OnSight Services has direct contact with all of Aprisma's technical resources, including engineers and developers, and can contact them through e-mail or by phone, he says.

Henry Draughton, strategic systems consultant at Florance & Associates, says the new program is still in its infancy, but he believes Aprisma has knowledgeable in-house employees. One positive change Aprisma has made is distinguishing between direct sales and channel sales, and paying those in charge of the channel for channel sales only and not direct sales, he says.

Fellow Cabletron enterprise networking spin-off Enterasys Networks also has made headway in targeting the channel. At its inception, Enterasys sold 40 percent of its products through the channel, says Bob Ray, vice president of strategic marketing at Enterasys, based here. The company now sells 60 percent to 70 percent of its products through the channel, he says.

Enterasys will launch an improved partner program in April, Ray says. The new program will include a specialization program in which partners can focus on areas such as wireless technology, security or services, he says.

Partners in the program will have access to specialized information, will be able to receive specialized products for demo sites and will receive training and certification in those areas, Ray says.

Enterasys also will serve partners that do not specialize in a particular area, he says. "The aim is for more value-add," Ray says.