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GFI mounts aggressive partner acquisition programme

19 Mar 15

GFI Software will be running an aggressive partner acquisition programme this year, as the vendor looks to reinvigorate its local channel and tap vertical markets.

The company is also promising ‘lots more noise’ as it seeks to raise its profile locally.

The vendor, which provides web and email security, archiving, fax, networking and security software for businesses and government organisations, recently appointed David Dann as Asia Pacific general manager.

Dann says GFI Software has a ‘core vision’ of recruiting top tier partners locally.

He says the company’s diverse range of products appeal to diverse companies and GFI Software is particularly keen to recruit resellers who specialise in particular verticals such as education; government; health; or recruitment, law and accounting firms.

“By bringing them on board we can hear about the particular issues of that industry,” he says.

Once the issue is raised, he says the company can move quickly to address it with its software.”

The company, which has had Soft Solutions as its New Zealand distributor for a number of years, will be working with the local distributor to target potential new channel partners.

“We’re looking to identify those partners that exist to service specialised verticals and reach out to them and try to generate some good margins and opportunities for then, through Soft Solutions,” Dann says.

But new partners won’t be the only focus for the company.

Andrew McAllister, GFI Software ANZ sales manager, says: “In New Zealand we have a tremendous amount of resellers already registered [as partners] but very few are transacting.

“We’ll be running a fresh acquisition programme with Soft Solutions to not only identify new partners but to reactivate those who are not transacting.

McAllister says the company has a revised partner nuture programme and a ‘completely revamped training programme’ which is free to all partners.

“We have a wealth of knowledge, including training and sales tools online.”

As well as providing access to the training – and certification, also free – the partner individualised access to the partner portal also allows partners to manage their customer license keys.

As partners transact more and train more, McAllister says they have the opportunity to move up the partner programme and gain greater sales margins.

McAllister says GFI Software itself has ‘a lot happening on the product side’ and a fresh story to tell, providing resellers with something new to take to customers.

“We feel that there is a huge untapped market for us in New Zealand,” he adds.

Once the company feels the local channel is fully prepared, McAllister says it will being working with local organisations to drive new business to the channel.

In Australia the company has already formed relationships with several industry bodies, including business groups and law societies, to ‘drive end-user excitement and traffic to GFI resellers’.

McAllister says the company will look to do similar in New Zealand in six to 12 months.

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