Q&A: Qlik's Channel Chief Outlines Partner Program Road Map To Services And Subscriptions

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Toni Adams
Toni Adams

Qlik is a major player in the $17 billion market for business analytics software, joining Microsoft and Tableau in the leaders quadrant of the 2016 Gartner Magic Quadrant for Business Intelligence and Analytics Platforms. Initially growing on the popularity of its QlikView data visualization application, Qlik is now transforming itself into a business analytics platform vendor with a broader portfolio of BI software and services.

In December, Qlik hired Toni Adams as the company's senior vice president, partners and alliances. Last week at the company's Qonnections customer and partner conference in Orlando, Fla., Adams sat down with CRN to discuss the Qlik partner program road map unveiled at the show and the opportunities he sees for partners of all types working with Qlik in the fast-growing business analytics market. Here is an edited transcript of the interview.


CRN: Tells us about your background prior to joining Qlik in December.

Adams: I spent four and a half years with VMware and [previously] five years with Symantec, all in partner [management] roles: partner enablement, partner marketing and partner support centers for marketing at Symantec.


CRN: Why the move to Qlik?

Adams: I wanted to be in one of three areas. I wanted to be in either the cloud side, as I was with VMware, or the security side as I was with Symantec, or the third up-and-coming market opportunity, the big data/business analytics space.

And I wanted to join a company that was [working] with partners, and I pursued this opportunity because of my skill set and my experience.

CRN: In the five months you've been with Qlik, what have been your priorities and what has been your focus?

Adams: The priority has been to understand where the company wants to go from a direction perspective and the current state of the partner ecosystem. Just to break it down a bit into three areas: partners, strategy and partner programs, because they typically interrelate with each other.

Then I looked at the operating model. How do we engage with partners [and] do we understand why partners are investing in Qlik? And the third piece was more around the governance aspect: How do we measure our channel [and] do we have the right leading and lagging KPIs [key performance indicators] in place to make the right management decisions around directing behavior in our channel, based on our strategic priorities?

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