Business intelligence software developer Qlik is expanding the scope of its partner program beyond software license sales to include working with partners to grow their service offerings and software subscription revenue.
The new partner initiatives come as Qlik itself seeks to grow beyond its roots as a developer of a single data-visualization software product into a provider of broader business analytics platforms and services.
Qlik channel and marketing executives, addressing partners at the company's Qonnections 2016 customer and partner conference in Orlando, Fla., on Monday, also outlined additions to the company's partner program, including new specializations and certifications, deal protection and market development funds.
"The business is growing and accelerating and we want to see that continue," said Mark Thurmond, Qlik executive vice president of worldwide sales and services, addressing a session of hundreds of Qlik partners. "We have a huge opportunity in front of us."
The business analytics software market will reach $16.9 billion this year, Thurmond said, citing Gartner forecasts, and grow to $21.4 billion by 2020.
Qlik, based in Radnor, Pa., has some 1,700 channel partners which accounted for 55 percent of the company's $327 million in license sales in 2015 -- a percentage that grew to 63 percent in this year's first quarter, Thurmond said. Overall the company's indirect sales grew 26 percent in 2015.
Thurmond said OEM sales of Qlik software for custom analytical applications and embedded analytics have also been growing at a rapid clip.
Qlik executives made it clear they want that channel growth to continue and the expansion of the partner program is a critical element of that. Word went out to Qlik's sales representatives in January that engaging with partners and building "solid business plans" with the channel was a priority, according to Thurmond.
"We are continuously tuning how we engage with you in order to win more market share and win that market share faster," said Toni Adams, who became Qlik's channel chief in November. "We are looking to reward you and help you build your business around licenses as well as your services business."
"Services consulting is the big driver for our business," said Joseph DeSiena, president of consulting services for Bardess Group, a Qlik partner based in Mendham, N.J.