Avnet Plays Matchmaker

Avnet Partner Solutions introduced a new program this week that encourages collaboration between HP VARs and independent software vendors, better enabling them to drive complete solutions into vertical markets.

The program, which is the latest component of Avnet's channel-focused Market Connection initiative, matches ISVs and VARs at the beginning of the sales cycle according to geography and target-market segment, offering resources for joint marketing, business planning and technical resources. Already, Avnet has matched 12 VARs to ISVs, and has more than 150 active leads representing $12 million in the pipeline.

"What this can offer to [VARs] is access into accounts that [they] otherwise may not have access to," says Jim Custer, ISV business manager of the HP business unit of Avnet Partner Solutions. "It provides that open door."

Specifically, the program focuses on facilitating partnerships in the area of business intelligence, enterprise resource planning (ERP), IT consolidation, health care, and information life cycle management (ILM) -- though the latter is still in a developmental stage, Custer says. To qualify, VARs will need to demonstrate some degree of market penetration. In return, Avnet will target business-application ISVs that traditionally sell through a direct or hybrid direct/channel model, to avoid the potential conflict that comes from marrying two channels together.

"If the ISV has an established relationship with another VAR that it chooses to go with, there's not much we can do," Custer says. "But we might want to pick another ISV in that area to join the program. Exclusivity is a strong word, but Avnet will definitely work to make ISVs understand the opportunities our partners bring to the table."

Similarly, HP and Avnet will work together to determine which leads are best suited for ISV/VAR collaboration through the program, versus those that will continue to flow through a direct model. At the same time, VARs will be expected to show loyalty to the program's supplier.

"If we identify an opportunity, and [the VAR] represents more than HP, the fastest way to destroy its position in the program is to [bring those alternative products] to that account," Custer says. "If it's a lead that's not generated by our program, we can't do anything. But Avnet is driving this program for HP, and we just ask [partners] to use common sense, and know the repercussions for a choice made off the beaten path."