Value added resellers (VARs) play an important role in providing organizations with targeted, tailored solutions to their technology problems. Today, a lot of those problems involve data: the huge amount of it that apps create, how to most effectively access and use it, and how to keep it secure and available.
At the same time, organizations are also swearing off of the cycle of buying, deploying, maintaining and renewing storage infrastructure every few years. It’s inefficient, it’s costly and it doesn’t provide the functionality and protection companies need. For these, and many other reasons, companies have headed to the cloud, and they continue to do so in compelling numbers.
Channel vendors, therefore, have to evolve and offer customers what they want. Gone are the days of exclusively on-prem gear, and the momentum ClearSky Data is seeing in partnerships – 5x growth in our alliances since announcing our partner program in 2017 – reflects that shift. VARs need to be prepared for this market transition to stay competitive and serve their customers.
“Our clients want the economics of the cloud with the same level of performance and security they’ve come to expect from on-premises workloads,” Arthur Olshansky recently told TechTarget. Olshansky is CEO of Federal Hill Solutions and founder of Molnii Cloud, an MSP that delivers hybrid IT services and solutions (and one of our channel partners).
The cloud options VARs have been investigating aren’t just the “big” cloud vendors, either. Increasingly, channel vendors are turning to public and private cloud service providers that can offer the right solutions for each customer, while still delivering solid margins.
We’re certainly seeing this transformation within our partnership program. As we’ve partnered with more and more channel vendors, the same things keep coming up as to why our partnerships are valuable:
With larger cloud providers, the offerings can be set in stone. With cloud service providers that have more flexibility, the range of features, services and prices VARs can offer can be customized at the customer level.
The options we’re talking about here go beyond simply offering cloud storage. As apps get more complex and generate more data, their storage needs have become more complex – and costly. Pay-as-you-go models that offer customers access to their data as they need it and where they need it is a must.
For many cloud vendors the offering is pretty basic: storage with no infrastructure and low cost. For VARs to differentiate their offerings, they need to offer more. For example, our edge-based model that delivers flash performance with built in offsite backup and DR has been a real plus for our channel partners.
“With ClearSky, we reduce our clients’ costs and have built a cloud foundation with DR into our core service offering,” Olshansky told TechTarget.
For VARs, having a great cloud option to present potential customers is increasingly a must have. Making sure that option is a unique, differentiated solution can mean the difference between losing business or gaining a customer for life.
Learn more about becoming a ClearSky Data channel partner.