“The main purpose is scale,” Paterson said. “We have a very fast growing SaaS business worldwide and we’re leveraging the channel to talk to new customers and implement new solutions.
“It’s one of those processes where a new vendor such as ServiceNow comes to market, and a few partners become involved at an early stage. We’ve worked with those partners and developed their skill sets and watched those businesses take off, but now we’ve reached a point where we must look at the channel in a programmatic way.
“You can’t truly scale a business by doing everything on a bespoke basis, there must be systems in place to achieve scale and reach.”
ServiceNow’s channel play is measured through four core programs, spanning Sales, Services, Technology and Authorised Training.
Targeting managed service providers and resale players, the Sales Partner Program provides access to internal vendor resources, allowing partners to register opportunities for referral and demos, alongside offering outsourcing and managed services.
Meanwhile, the Services Partner Program is aimed at partners building out consulting practices, targeting those implementing ServiceNow solutions while differentiating through professional services.
In addition, the Technology Partner Program is designed specifically for independent software vendors (ISVs) and system integrators, allowing partners to build, test, certify and sell applications or deliver certified integrated solutions on the ServiceNow platform.
Rounding off the channel play, the Authorised Training Program is appropriate for partners that deliver training, featuring a broad spectrum of courses that cover the entire ServiceNow enterprise cloud.
“It’s like any start-up organisation,” Paterson explained. “Initially our engagement with the channel was relatively ad-hoc but we’re now adding new levels of value as we grow.”
The move coincides with the bolstering of the vendor’s local, regional and global channel teams, with Paterson taking charge of A/NZ, Adam McCarthy heading up Asia Pacific and Japan and Tony Beller running worldwide operations.
“We’ve changed our structure and it’s unique compared to traditional vendors,” Paterson said.
“If you look at the classic partner management role, they offer a host of activities and engagements for partners which includes strategy, building capabilities, enablement and sales engagement panning.
“We’ve split that role into two. We have a partner account manager who treats the partner as a customer
through enablement, strategy and coverage.
“Then we have a go-to-market partner sales lead that manages the sales aspect, engaging with internal sales teams within partner organisations to leverage scale.”
Coupled with local data centres, Paterson said ServiceNow solutions are gaining ground across education, health and government sectors.
“And we’re looking for partners that can provide differentiated value along the way,” he added. “We’d rather work deep with existing partners than recruit en masse.”
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