Syncsort Charts New Course for Data Protection Resellers

Syncsort Inc., a maker of data protection and recovery software, said it has initiated a new channel partner program to lift sales of its Backup Express (BEX) line and associated services.


Through its Partner Edge Reseller program, the Woodcliff Lake, NJ developer intends to expand its sales strategy by providing resources and tools to channel partners selling its portfolio of data processing, integration, protection and recovery software.


The channel initiative, which the vendor said will help resellers to increase profit margins, protect sales opportunities and create recurring revenue, will be implemented on a global basis and customized locally. It is framed by three levels--authorized, select and elite--based on sales training, sales volume and meeting goals.


"With greater focus and commitment to the reseller channel we expect to create more value to end customers and partners, as well as accelerate our ability to broaden our market reach," said Flavio Santoni, Syncsort chief executive.


The developer currently maintains contracts with about 200 resellers worldwide, said Mike Kuehn, Syncsort director of channels for the Americas. Syncsort expects to add about five percent to that total each quarter, depending on geography, he said.


Kuehn said that the BEX line, which currently is sold exclusively by channel partners in the Americas, will be available only through resellers worldwide beginning in the first quarter of 2010.


Syncsort does not work with any distributors at this point but is "in the discovery phase with respect to distribution," he said.


Channel partners gain access to the vendor's web-based portal, called iSync, through which sales and technical support is available, including leads, market development funds, deal registration, marketing materials and training.


In addition to selling the BEX line, channel partners also will be able to leverage the vendor's new MVP (Migrate, Verify, Protect) service offering.


The MVP service is aimed at helping channel partners customers migrate data and applications from physical to virtual environments, officials said.


One industry analyst touted Syncsort's channel program and its benefits to channel partners.


"Profitability is by far the most important element in any partner supplier relationship which hinges on a lot more than just the sale," said Janet Waxman, vice president, infrastructure channels and alliances at International Data Corp.


"Syncsort's data protection sales organization is focused on helping partners find and close sales opportunities. Their services team trains and support resellers ensuring that the client's service and maintenance needs are met before and after the deal is closed," she said.


Company officials said that the vendor currently maintains about 12,000 deployments for its products and services worldwide.

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