How to Lead the Next Data-Aware Channel Opportunity
Looking back, we’re not surprised by how early we noticed a data-driven shift in IT. Companies have long faced challenges created by unstructured data and storage solutions that lacked the ability to derive insights from it. However, as technology became data-aware, and new solutions that encompassed storage, data intelligence and analytics were introduced to the market, conversations between value added resellers (VARS) and their customers took a significant turn away from the tactical cost-focused discussions of the past. Instead, IT shops started to think bigger about the future: with the power to unlock actionable information from previously untapped stores of data, they could make strategic decisions that led to increased sales, enhanced productivity, better insight into buyer personas and more.
In short, IT was recognizing its power to directly impact a business’ bottom line. In turn, channel partners had the opportunity to prepare business executives for success in the growing market for big data and services.
Today, months after the channel saw its chance to act on this industry need, this opportunity has only grown. We still have many of the same conversations with our customers about the need for unlocking data insights, but we’ve also noticed that their focus has shifted yet again. Previously, one of the top use cases for data-aware storage systems was the ability to shed light on how employees in an organization were interacting with data. Now, IT and business leaders are applying this idea toward the organization’s end users.
VARS still need to go beyond conversations about their technology and demonstrate expertise in how those solutions and services impact business. To truly seize the current channel opportunity, however, they should consider the following questions, pose them to customers, and be prepared with the best answers the market can offer.
• What critical business assets are of high interest to end users?
• Can you easily gauge and monitor end users’ rights to company files?
• Where is the default location for storing critical information?
• Does the organization’s compliance protocols currently extend to end users?
• How will end users use, share and manage these assets internally?
Once these answers have been determined, business leaders can empower their customers, effectively manage and govern private data, and continue to extract valuable insights locked in unstructured or stored information. As a result, conversations started with their channel partners help the company increase internal productivity, protect its critical data, better serve its customers and holistically drive business.
For more information about how channel partners are creating new business opportunities for their customers, explore the DataGravity Partner Network.