Interview One of the key ways we are setting ourselves apart is our focus.
Arctera is built around three distinct products, each with a unique ecosystem and partner opportunities. Tis focus allows us to engage more deeply with our partners, particularly those with specialised expertise in one or more of the Arctera solution areas. Our channel teams are aligned around these three products
to ensure that we’re driving this deep, focused engagement. Tis structure enables us to build stronger relationships with our partners in the areas where they are most invested, and it allows us to collaborate closely to deliver the best solutions to their customers. Te programme offers field sales engagement, including escalation
procedures for rules of engagement problems, access to dedicated technical staff, access to dedicated product specialists, partner of record via Deal Registration, and field collaboration mechanisms. It includes focused field channel account manager coverage and executive sponsor or field leadership oversight. Additionally, partners benefit from a range of sales support
activities, including special promotion pricing and bundles, non- standard pricing for more significant, strategic, or competitive take- out deals, sales scripts and prospecting guides, pre-sales training and certification and sales playbooks based on use cases. Further, the programme offers partners business transformation consulting and helps build a managed services operational capability, vertical market specialisation capabilities, and cloud sales capabilities. It also helps build pre-sales assessment and post-sales deployment or integration services skills. In terms of marketing support, the programme offers joint
marketing planning, proposal-based marketing development funds (MDF), MDF management and operational support (submitting proposals, ROI reporting, etc.) and marketing content and templates for demand generation. It also provides syndicated content for digital marketing and full-service marketing concierge services via third- party providers. We are incentivising our partners to earn more rewards, retain
more customers, expand their market footprint, and grow their business with Arctera’s transactional and strategic performance-based financial benefits. Partners benefit from the programme by providing value and selling more volume. Specifically, the programme offers an incentive programme to
encourage partner sales efforts, including incremental discounts for deal registration for new customers or projects, and the same for deal registration for solution or multi-product deals. Back-end rebates based on overall revenue growth are also offered, as are back-end rebates based on sales growth in certain products or services. Lastly, deal registration for new logo or cloud deals is also part of the mix. Partners in the APDF become eligible for enhanced financial and
business benefits as they advance through partner tiers by meeting and maintaining a combination of accreditation and revenue requirements.
Could you share some success stories of partners significantly benefiting from the programme? • Matt Collins, VP of partner management and strategic alliances at Insight, said: “When a vendor aligns training and rewards with the objectives of their product portfolios, our success is amplified. Te Arctera channel strategy, built around their core offerings of
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Data Compliance, Resilience and Protection, is poised to enhance our partnership experience and bolster our efforts to support our mutual clients. We are excited about the potential for achieving our goals alongside the new Arctera team.”
• Sarah Lellow, Group CEO of data compliance at TDS/Reciprocal, said: “At TDS/Reciprocal, we are already seeing the benefit of Arctera’s focus on building partnerships tailor-made to align to its Data Compliance business. Teir focused investment in the form of portfolio enhancements has created even more opportunities for us. As a result, we’re expanding our relationship with Arctera, building the Insight platform into the portfolio of solutions we offer our customers and helping to extend the reach of our data compliance solutions in the market.”
• Laurie Mitchell, SVP of global alliance and partner marketing at Wasabi said: “At Wasabi, our partnership with Arctera Backup Exec represents a perfect synergy – combining their industry- leading data protection capabilities with Wasabi’s secure, high- performance, and budget-friendly cloud storage. Together, we offer organisations a unified, streamlined approach to safeguarding their most valuable data with unmatched cost savings, security, and ease of management. By simplifying backup and recovery while ensuring disaster recovery confidence, we are empowering businesses to thrive in the cloud era with peace of mind.”
We offer self-paced online training, such as hands-on sales training. Tis includes whiteboarding instruction, virtual instructor-led training, and classroom-based technical training that ends with certification. We also offer virtual technical labs, hands-on technical labs, and partner enablement sessions by BU (including three new ones in February alone), and we have introduced brand new partner activation kits that provide everything a partner needs to get prepared for a customer meeting, including a ‘build their own’ sales campaign focused on a specific of our solution areas. Arctera is a partner-first company – it all starts with the partner.
We believe that the best way for our partners to achieve success will be by leaning into our tailored approach to solving customers’ most pressing data problems. Partner programmes are designed to prioritise customer-specific solutions, ensuring partners have the flexibility to address diverse use cases. By providing incentives for new business growth and rewards for customer retention, our partners are a huge part of our strategy. From day one, Arctera has been working with some of the
best distribution partners in the world. New partners joining the programme may wonder which distributor is the best for them. Fortunately, Arctera’s Partner Force Programme is designed to provide a white-glove onboarding for any partner interested in engaging with us. Partner profitability is always a top priority. In 2025, we will
introduce enhanced rebate structures, margin protections, and more lucrative co-marketing opportunities to drive measurable returns for our partners. Further, we intend to improve our programme with a new partner portal, enhanced deal registration, and brand-new training and enablement tools. Ultimately, Arctera wants to empower partners to become specialised in selling the solutions they know best.
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