Art Technology Group intends to enlist its partners to resell its products, in addition to the consulting services partners already provide.
ATG CEO Paul Shorthose and the company's newly appointed vice president of channels and alliances, Al Stoddard, outlined the changes in an interview with CRN this week.
"[Partners can originate the sale and bring it to closure," said Stoddard, who was named to the post just weeks ago.
"We want to leverage the channel partners we have," he said. "We want to get them migrated over to reseller status."
Stoddard said that not all partners would want to become ATG resellers, and that those partners will consult on and implement software projects as they always have. But he said that ATG wanted to give its partners new sales opportunities and decided to make the reselling option available to them.
No official announcement has been made yet to partners, but they are learning about the changes by "word of mouth," Stoddard said.
Before coming to ATG, Stoddard managed Digital Equipment Corp.'s and Lotus' channel and distribution businesses, jobs he said have attuned him to detecting any whiff of conflict between a vendor and its partners.
Stoddard and Shorthose said that the partners they have spoken with welcome the opportunity to resell ATG's software.
"We're expanding our offering," Shorthose said. "We understand what the issues are with the channel, and we are going to get it right."
ATG, based here, was trading down almost 3 percent, to $3.95 per share Wednesday. The company said Wednesday that it had won Best Buy as a customer.