ASG Reinventing Itself Through The Channel


ASG Software Solutions, the Naples, Fla.-based enterprise software vendor, continues its journey of reinvention through the channel.

"These transformations are not easy," Mike Mayer, VP of channel at the company once called Allen Systems Group, told CRN.

"Moving from a direct-sales organization to a channel organization doesn't happen overnight. And it doesn't happen without executive support at the highest levels of the organization. We have buy-in throughout the organization," Mayer said.

[Related: ASG Software Targets Channel In New Cloud, Content Software Push]

Since launching its channel program in January, ASG has signed some 70 partners, including more than 30 in the United States.

For a software company founded almost three decades ago around mainframe product lines, modernizing the go-to-market strategy is a necessity.

"We know this transformation is important, we know it's possible, we know we have to do it now," Mayer said.

The goal is that within two years, ASG will have 80 percent of its sales coming through the channel. ASG execs are shooting to reach that target in increments -- 30 percent by the end of this year, 50 percent by the end of 2015.

"50 percent is a healthy channel organization, 80 percent is a major shift. We know that's a lofty goal and a major shift in the organization," Mayer said.

ASG offers three lines of business products: content management; cloud; and, on the legacy side, mainframe systems.

ASG started expanding a few years ago through several acquisitions in the space of distributed computing and cloud-management software, an area where sales are primarily indirect and channel partners service the majority of business customers.

The company's enterprise software now runs somewhere inside 70 percent of the Fortune 1,000, according to Mayer. But the company isn't a behemoth, and it needs partners to continue converting sales and deploying its technologies.

"We're not an organization the size of IBM. We need partners to help us service our customers. When you look at the channel, it really has to do with joint solutions. That’s where I think the true value is," Mayer said.

When the company launched the ASG Global Partner Program in January and announced its focus on cloud and big data solutions, it also implemented a cloud innovation team focused on freshening the brand.

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