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SAS Aiming To Achieve 50 Percent Of Midmarket Sales Through The Channel Within Three Years

Business analytics software developer SAS has traditionally focused its channel efforts on working with systems integrators and business analytics consultants. But until now resellers have accounted for only about 5 percent of the company's revenue.

SAS executives have concluded that the company needs to sell to midmarket customers more efficiently than it has with direct sales – and that means boosting sales through VARs and MASPs (Managed Analytical Service Providers) to the midmarket.

So the company has developed ambitious plans to shift a significant portion of those sales away from direct sales with the goal of having 50 percent of midmarket revenue go through the channel by the end of 2020. The new strategy will require significant realignment of the company's field sales coverage model and changes in how the company designs its products.

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