Delphix Launches Revamped Partner Program, Looks To The Channel To Expand Sales Of Its Data Management Platform

Data management platform developer Delphix is launching a significant expansion of the company's channel program this week, looking to grow its base of reseller and systems integrator partners who sell and use the Delphix software for a range of application development, cloud migration and other "DataOps" projects.

The new Delphix Partner First Program signals Delphix's increased commitment to, and engagement with, its channel partners, said Tony Orlando, senior vice president of field operations, who oversees Delphix's worldwide sales and partner operations.

"We're tripling down on our investments in partners," Orlando said in an interview with CRN.

[Related: The 2017 Big Data 100 ]

Delphix, founded in 2008 and based in Redwood City, Calif., develops its Dynamic Data Platform software that organizations use to connect, virtualize, secure and manage data in the cloud and on-premise for a range of tasks.

The most common applications for Delphix's software are providing and managing data for application development projects, cloud migration/Data-as-a-Service projects and digital transformation initiatives. The platform is also used for a range of data governance, security and compliance tasks, such as meeting General Data Protection Regulation (GDPR) requirements, supporting data reporting and business analytics systems, and data protection and recovery.

The wide range of use cases in which Delphix software is being implemented provides "areas of significant revenue growth opportunity" for partners, Orlando said.

The company is re-launching the Delphix Partner First Program to increase the company's visibility in the channel community, recruit new partners to the company and provide a "world-class partner program" for both new and current partners, the executive said.

The company already works with about 100 partners, including global and regional systems integrators such as Accenture, Atos, Capgemini, Cognizant and DXC Technology, who Orlando said are building extensive practices around big data. The company's partner roster also includes solution providers/resellers such as FusionStorm, Mainline Information Systems, SHI and Trace3.

Capgemini has worked with Delphix's software for several years, building data sets by using the software's data masking and virtualization capabilities for testing newly developed banking applications, said Cliff Evans, head of Capgemini's digital banking business. He noted that with today's move to Agile development, which calls for continuous application testing, tools like Delphix are playing a bigger role.

"The quicker you can get the data, and the better quality the data, the more effective the testing," Evans said in an interview with CRN.

Delphix also has technology integration partnerships with a number of technology vendors including Amazon Web Services, IBM, Microsoft, Oracle, Red Hat, SAP and VMware.

Delphix does a lot of joint-sales with its partners today – Orlando anticipates that this year partners will be engaged in some way in about two-thirds of Delphix sales. Within the next two to three years he expects that 60 percent of the company's revenue will be generated by channel sales.

In addition to expanding its roster of system integrator and solution provider partners, Delphix will be recruiting more data consultants, service providers and ISVs to work with its platform through the new Partner First Program, according to the company.

The new program will have three tiers (Professional, Enterprise and Elite), each with revenue requirements, and provide a range of resources and assistance including online sales and technical training, demonstration technology, demand generation programs and joint branding opportunities.

As part of its new channel offensive, Delphix is building up its partner sales team and adding product marketing managers to work with partners, Orlando said. The company also will work more closely with resellers and integrators to expand their service offerings and develop joint solutions in data management and Data-as-a-Service.

Delphix is also debuting a new deal registration system through its Delphix Partner Portal that the company says focuses on deal and price protection for partners. And the company is assembling a partner advisory council to help guide the partner program's direction.

The expanded channel program brings Delphix's partner relationships to a new level of maturity, said Sandy Salty, vice president of strategic initiatives with Trace3, an Irvine, Calif.-based solutions provider, in a statement.

Capgemini's Evans expects the new program to bring more expertise and resources to a broader range of use cases for the Delphix product. "I'm sure we'll benefit from that," he said. "We have changing needs and they are aligning with those needs."