thebiginterview


Out with Logi One and in with Partner Connect


Yana Kuzmanova, programme manager at Logitech talks to PCR about why the business has recently overhauled its partner programme and what it means for partners.


Why did Logitech decide to create the Partner Connect Programme? Te main driver was feedback from our partners. Like us they wanted a programme that recognised and rewarded their value add. As our offering evolved from plug-and- play products to true solutions that answer the challenges of hybrid working for companies and end users, that brought on a layer of complexity, and a need for services so companies could integrate Logitech products with other onsite equipment. Troughout the years, we’ve started to work with partners which offer expertise in solving various hybrid working challenges and offering solutions to customers, many in their own unique ways. Tat evolution in our portfolio has naturally led to engaging with different types of partners, and we felt the need to evolve the ways we engage with them too. Recognising this profound shiſt and the opportunity to Logitech and our partners led to us replacing Logi One with our new partner programme, Partner Connect.


How does the new programme address the evolving needs of partners and customers? Focusing on evolution, we wanted to make our partner programme both simple and flexible. What we launched on day one is just the beginning for us. We will continue to iterate our offering and incentives to our partners, making it easier to do business with us. We will be introducing different specialisations, each with its own unique set of incentives, which partners can be part of to truly serve them and their customers. A lot of partners have indicated that the speed of doing business


was paramount to them, and so they want to be able to rely on our partner portal as a one-stop-shop for quotes, training their employees, and managing their business with Logitech. By giving partners these abilities, they have flexibility to engage or ask for support on different areas via their own self-service in a simple way. Trough this, partners can be a part of the programme, but have complete autonomy over their engagement with Logitech.


18 | January/February 2024


What were the key partner feedback points that shaped the design of the programme? One of the key starting points was the realisation


of how varied our partner landscape had become so a ‘one size fits all’ was no longer appropriate. Te new programme offers flexibility and simplicity for this reason. Our partners are varied in terms of the challenges they solve for customers, but also how they


solve them - through offerings, types of services, partnering with third-party vendors and even other partners, and so on. Tose have been some of the key areas we focus on – a variety


of incentives and introduction of automation both internally and externally, to make it easier to do business with us. As we learn from further feedback and the programme evolves, new incentives will be introduced and tailored to the areas our partners are focused on, so they have a way of growing with us and being rewarded for it.


How does the Track system benefit SMB partners? Improving ease of doing business is crucial, especially for


registered SMB partners, who serve a range of customers with differing needs. A lot of them have multiple concurrent deals for which they want to offer their customers the best pricing vs focusing on less opportunities or going through the RFP process. Tey value moving fast and the ease of doing business. Recognising their distinct needs we’ve adjusted our programme, and the Deal Registration threshold for SMB partners is now 10,000 EUR across Europe, coupled with increased discounts for registered deals. We’ve also streamlined internal processes for faster quote responses, ensuring quick turnaround times without partners needing to engage with us prior. Lower thresholds and enhanced processes contribute to high win rates, benefiting both partners and us. At the same time, we’re able to give them advice on the right solution mix, provide any additional help where needed, and increase customer satisfaction with their purchase, encouraging repeat business.


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