CRN Exclusive: Informatica Ready To Embrace A Channel Strategy

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Informatica, as it strives to lead an increasingly competitive data integration and management market, revealed on Monday a sharp pivot toward embracing an indirect channel sales model.

The Redwood City, Calif.-based software vendor, founded in 1993 and bought by a private equity firm last year, has traditionally focused almost exclusively on direct sales, with little effort to accredit or incentivize partners.

That's all about to change with a new program that goes live on February 6, channel chief Rodney Foreman told partners at a kick-off event in Las Vegas.

[Related: Here Are The 5 Leaders In Gartner's 2016 Magic Quadrant For Integration Platform-As-A-Service]

Foreman, who joined the company last summer after many years at IBM, led the effort to overhaul the previous program with several new accreditations, financial incentives, and partnerships with global distributors and systems integrators. The goal is to ramp channel sales from 5 to 40 percent of Informatica's total revenue within the next five years, Foreman told CRN.

"This is new to us. We have not had an authorized partner program," Foreman told CRN. "In the past, anybody could sign up and be an Informatica partner."

The previous program treated partners as an afterthought in driving sales, without providing them any means to validate their expertise and earn credibility in the eyes of customers. But clear trends in the industry, and customer feedback, necessitated a shift to the channel, Foreman said.

"Customer buying patterns we see point to a preference for buying from partners," Foreman said. "We know that’s a trend in the market and that's why we're embracing this new channel model and working with distributors."

Changes will start with a subtle rebranding.

The program was called the Inform Partner Program, but that's being scrapped for the more obvious moniker of Informatica Partner Program.

The channel strategy also leans heavily on newly signed agreements for global distribution from Arrow and Avnet, as well as Tech Data in Germany and Ingram Micro in India.

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