Interview Cloud service partners are the largest hyperscalers. AWS has the
biggest presence out of the three globally, with Azure growing quickly with the recent regional cloud deployments in the UK and UAE adding to this. We have recently announced new GTM initiatives and technology enhancements with both providers. We also offer Snowflake’s Data Cloud on GCP for customers who want to consume via this route, and are on all three hyperscalers’ Marketplaces.
How is Snowflake helping the small/medium partners and customers? Snowflake’s ecosystem supports customers by helping them to accelerate into the market, with workloads that maximise efficiency and mitigate risk, so they can see results faster. Customers also have access to our professional services team, who
are there to help our customers achieve their business goals. Smaller partners oſten have deep domain expertise, and we work
with these partners to align our vertical sales team, meaning we can differentiate our offerings and speak the language of the customer. It’s not the size of the partner that matters – it’s the value that they bring to the customer. Te benefits to the partner are a trusted advisor position working with Snowflake to provide transformational data services, and adjacent technologies to enable customers to make actionable business decisions, based on data.
What are Snowflake’s core channel focuses for businesses in EMEA? Our EMEA channel strategy has three core focuses. Our main goal is to drive a co-sell GTM strategy - whether that’s regional, geographical or vertical-specific. Secondly, but equally important to the business is to drive and
accelerate time to market which adds value to our customers. Our third goal is driving and building applications on Snowflake
through our partners. Tis can be done through the Powered by Snowflake program which builds directly on Snowflake, or with service partners who by combining their IP with our technology ecosystem can deliver joint solutions to the market. A recent example of this is our ESG solution that we built with Deloitte and AWS for Snowflake’s Manufacturing Data Cloud launch. Due to the geographical nuances of the EMEA region, there isn’t a one-size-fits-all market strategy as the core markets are more mature than others. By collaborating with local partners, we can secure new customers and develop more meaningful relationships with existing clients.
What are the current trends impacting the channel platform? Across the region, both partners and vendors are facing the same financial pressures, increased costs and economic pressures, meaning some are scaling back in certain areas. Businesses are also showing slightly
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more hesitancy in investing in the latest technologies and cutting costs to combat the economic challenges. However, there is huge potential for businesses to open doors in
new markets. With tools like Snowflake’s Data Cloud, businesses see benefits from a TCO perspective and through business acceleration, by democratising and even monetising a company’s data assets. We are also witnessing the need for closer collaboration and
integrations with channel partners and vendors, helping accelerate customer commitments. Tis is because channel partners have access to different markets and a great understanding of their needs, especially in specific areas such as cyber and data science. It’s increasingly important for vendors to have strong relationships with channel partners to differentiate themselves, add core capabilities, and expand their sales footprint across wider regions and geographies.
What’s the role of Generative AI/LLMs in the partner ecosystem? Generative AI/LLMs expand our partner’s footprint and reach with customers. With Snowflake, data generated through gen AI and LLMs can be centralised in a secure and governed environment. Te key to unlocking the promise of Gen AI is building a strong data foundation, and our partners are key in helping customers deliver this. Only when this is put in place can enterprises then extract the value that Gen AI promises, leveraging their own proprietary datasets. With our recent acquisition of Neeva, Snowflake is able to provide our customers with an intelligent search engine leveraging AI and other innovations, allowing users to query and discover data in new ways. As one of the key focus areas, Snowflake has invested in releasing
Snowpark and acquiring Streamlit and Applica, supporting our customers to gain more value from LLMs while keeping sensitive data and IP safe.
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