Tandberg Data is a leading global supplier of professional storage solutions. The company offers Tape libraries, Tape Autoloaders, Tape Drives, Storage Software, Data Media and disk-based storage solutions. Andrew Brown, UK sales manager, talks about how the company works with its channel and the opportunities on offer.
Q: What is your route to market?
A: Tandberg Data supplies and manufactures its professional tape information storage products through a global network of partners and distributors. These include most of the large multinational computer and electronic companies, either as customers, suppliers or technology partners. We do not sell directly to the end user.
Q: Why do you think partners and customers choose to work with you?
A: Because collaboration with Tandberg Data ensures a competitive advantage in the market. This is because of our technical expertise, wide range of products and many years of experience in professional storage solutions.
Q: How do you support your channel?
A: Through our dedicated Storage Partner Programme.
Q: What benefits and incentives do you offer to your existing partners/new partners?
A: The programme offers affiliates sales and marketing support including special offers on products and sales training. Once pre-determined quarterly sales targets are met, we provide highly competitive rebates to Platinum, Gold and Silver partners. Partners also receive cash bonuses for projects won as well as loan equipment for testing purposes.
Platinum and Gold Partners can apply to the marketing development fund for end user activity and joint public relations activity is also an option.
The programme also presents the opportunity to become a Tandberg Data Certified Engineer which combines pre-sales, sales and after-sales support through a support hotline. Platinum, Gold and Silver partners receive technical support throughout a products lifecycle while those at Platinum and Gold level get a prioritised, free-of-charge advance replacement service during the whole warranty period.
Q: Do you want new partners now? What qualities/skills are you looking for in new partners?
A: We are always looking for new partners to increase Tandberg Datas market penetration. The partner programme allows resellers and distributors to equate their commitment to our products to the level of membership they wish to take.
As part of the programme, we require a number of commitments from our partners. All affiliates must partake in web-based sales training at their own convenience. Platinum, Gold and Silver partners are required to report on monthly targets and potential projects, which Tandberg Data can help with if needed. All partners are required at least one Tandberg Data Certified Engineer to provide customer support and we provide regular training to ensure engineers knowledge is up to date.