Everything Channel CEO Urges Vendors To Tailor Channel Models To Different Global Markets

"Vendors need to build programs based on the different business models VARs have adopted around the globe," said Faletra in a keynote kickoff at the Rome event, which is owned by ChannelWeb parent Everything Channel , a division of United Business Media. "You need to build programs based on the different markets."

For example, Faletra said North American partners have moved well beyond the infrastructure buildup phase where the reseller model once worked. At the same time, that reseller approach is applicable in China where there is a huge infrastructure buildup taking place, he said.

"In China, channel programs today look more like the reseller-focused models that were prevalent in North America 10 to 15 years ago," said Faletra.

Faletra said hypergrowth partners in North America have moved well beyond a reseller emphasis on product speeds and feeds to a razor sharp focus on improving business processes with CIO level and line of business engagements. He said hypergrowth partners in North America are capturing 36 percent of their sales from CEO and CIO engagements compared with 25 percent in Asia Pacific, and 17 percent in Europe, Middle East and Africa (EMEA) and Asia Pacific.

Faletra said there are major differences by region in partner focus. For example, he said moderate growth and hypergrowth solution providers in North America lead with a trusted advisor focus compared with a unique understanding of specialized technologies in EMEA.

In Asia Pacific, the lead focus is on relationships with many vendors and complimentary partners, while in Latin America partners lead with exceptional technical support, said Faletra. "You've got to tailor your sales message," he said.