SAS Embraces SMB Partners
Not engaging in a numbers game, the BI software giant is selectively recruiting.
By Cecilia Galvinalvin
SAS hasn’t been a player in the SMB channel space until recently, when it set out to attract a number of small to midsize VARs. Since then, however, the Cary, N.C.-based business analytics software vendor has reevaluated its strategy. Karl Schlatzer, director of global alliances and channels, discussed the change with Executive Editor Cecilia Galvinalvin.
ChannelPro-SMB: How has your channel strategy changed from its inception?
Schlatzer: Our channel rollout in 2006 was a full recognition and recruiting of small to medium partners, and the original emphasis was on volume. But our high-touch, high-engagement model led us to back off that stance and recognize that we have to be far more selective in recruiting, training, and investing in partners up front. And we’ve ended up with a very nice portfolio [of partners] that aligns with us philosophically and in technical capabilities and deliverables.
ChannelPro-SMB: How do you reward these partners?
Schlatzer: We actually compensate our partners on the first-, second-, and third-year revenue streams associated with the [end-user] client. We assume that we are building a relationship with the client, and that a partner is going to take responsibility for that relationship over time. So there are programs set up to look beyond the first year and continue to reward partners for engaging and supporting clients over the long run. We want to grow our partners so they are successful, and we will be successful along with them.
ChannelPro-SMB: What is your channel plan through 2010?
Schlatzer: We will continue to recruit selectively. We also have revenue objectives–we are looking to drive 15 to 20 percent of our new business through third-party channels, up from 5 percent. And the mix [of partners] in the portfolio will evolve with the business objectives of the company.
