Partners take the lead as Boomi focuses on integration-led transformation
Boomi is building growth through a tight network of system integrators helping customers modernise for the AI era.
Boomi’s focus is on a handful of key partners that help drive the business, with new entrants coming from similar technology stacks. Rather than signing hundreds of resellers, Boomi is prioritising value partnerships backed by deep enablement.
“All of our partners are system integrators, so we mesh incredibly well,” said Jim Fisher, VP of alliances and channels, APJ, Boomi.
There’s no split between direct and channel — it’s a co-sell motion. Boomi provides the technology and partners build the solution.
“Our success depends on how well we work together,” said Fisher, speaking from the Boomi World event in Sydney this week.
Locally, around ten key partners drive Boomi’s growth — a market Fisher describes as “one of the most mature and successful” for the integration vendor. These range from large global SIs to local mid-market specialists with vertical expertise across government, higher education and enterprise.
Where organisations once embarked on long transformations, today they want agility and quick wins. Integration has evolved from connecting applications to enabling entirely new business models.
“The partner’s role is to set the vision for the customer. The opportunity isn’t limited by the product — it’s limited only by imagination,” Fisher told CRN Australia.
However, organisations can spend heavily on tech without improving outcomes. But customer value comes from understanding that something is more than a connectivity or integration project, it’s a transformation project.
More and more, Fisher believes the central task has become helping customers reimagine their businesses, not just modernise tech. Strong SIs help customers unlearn habits and adopt transformative approaches.
“The role of a really good SI is to look at your business differently and how to bring technology to enable you to do things more efficiently and effectively,” he said.
AI is the next frontier, and Fisher sees integration as the glue that will make it enterprise-ready. “Everyone’s talking about AI, but not much is in production yet,” he said.
“Our role — and our partners’ — is to make sure AI runs on solid foundations of connectivity, data management and governance,” he added.
In many respects, this is the moment for systems integrators as integration becomes the foundation for AI-driven business transformation.
“The partner is the one who has the opportunity to set a vision for the customer. It may be a different way to run their business, new opportunity in the market or a new market with new technology” he said.
“With AI transformation, the ability to ensure that companies can do that in a secure way and provide business outcomes is exactly what we look to for the partner,” he added.