Wasp Barcode Buzz: New Tiers, More Leads, Additional Rebates

Wasp Barcode Technologies enhanced its Wasp Link partner program with new tiers, more rebates and dedicated channel account managers for its top solution providers.

Since launching Wasp Link last year, the company's channel revenue has increased 30 percent and it has a goal of 22 percent growth for this year, said executives.

"We have more resources dedicated and a larger marketing budget for this year," said Dylan Schafer, channel sales manager at Wasp Barcode.

To better segment its partner base, Wasp Barcode created four tiers in the Wasp Link program for solution providers selling barcode, asset tracking, time and attendance, and point-of-sale solutions.

The entry level is the Registered program, which offers marketing and presales support and access to the Wasp Link Portal.

"It's a short process to become a [Registered] applicant. There isn't a lot of commitment from either side. They answer some questions but they're not in the lead program and they're not going through trainings," Schafer said.

The majority of partners currently qualify for the Registered program, but Wasp Barcode's goal is to bump partners up to the next level, Fast Start, Schafer said.

"When we look at how many customers bought from us in the last 10 years, it's a large group of resellers we need to make contact with and get into the program," he said.

About 2,400 solution providers bought from Wasp Barcode last year, said Brian Sutter, director of marketing at the vendor.

"The resellers are definitely there. Now it's just about getting the investment on both sides to grow the business together," Sutter said.

The Fast Start tier offers a 60-day enrollment, participation in Wasp Barcode's lead program, 10 percent front-end rebate on all software bundles and one joint marketing campaign.

Fast Start is designed to get partners qualified in less than an hour, Schafer said.

"We will work aggressively with you for 60 days helping with prequalified leads, demos, additional training and more to get you going," Schafer said. "We don't have a set revenue [minimum] or lead close percentage for that level."

The 60-day period is an evaluation period in which Wasp Barcode's business development account managers work with the partner and then make a recommendation to give the VAR another 60-day membership, move it up into Gold status, or cut ties altogether, Schafer said.

"It's pretty subjective there to move up the ranks but if there's mutual buy-in from both sides, there's no reason why they couldn't move into Gold," he said. The goal is to quickly establish a relationship and get the partner ramped up to do business at the Gold level, he added.

Gold Premier partners enjoy six months enrollment, a guaranteed monthly minimum number of leads, 10 percent front-end rebate on an expanded list of products and a possible invite to the Wasp Advisory Council. VARs must hit a minimum revenue requirement, which Wasp Barcode keeps private with partners, Schafer said.

"Basically, we're looking for a dedicated mutual buy-in. If you follow up the leads, we'll be proactive with you," Schafer said.

The Platinum Premier level requires a larger revenue commitment but partners get twice the number of leads as Gold partners, a dedicated channel account manager who can assist with live demos, and other resources needed to close a deal, Schafer said.

NEXT: Channel Account Managers Are Key

"It's almost like having a liaison with Wasp. If it's marketing you need, [the channel account manager] can be the contact for that. We also have an expanded parts list for front-end rebates to get that extra margin and MDF funds for Platinum level," Schafer said.

Kyle Yost, partner at En-Net Services, a Frederick, Md.-based solution provider, said Wasp Link has helped his business, which relies on demand-generation activity.

"Because we've brought them some deals, they bring opportunities to us. That attracts our sales team," Yost said. "The leads seem to be fairly qualified compared to other companies. The details of what the customer inquired about are very thorough and it gives our sales team some information going in before talking to the customer."