The rapidly growing IT service management company Cherwell has launched a global partner program that promises to give partners “the ability to control their destiny” with their automation product, said Matthew Peeples, the vice president of worldwide channel.
“We started changing last year with ‘Hey, we should do more with channel.’ As we progress this year and launch this program, those who participate will feel a significant swing in their direction. We want to enable them to get to that top of the bundle and own the full sales cycle. Generate the market activity, find your own opportunities. We’ll support you and make you successful.”
The vendor’s premier product, Cherwell Service Management, is at the core of the company’s value proposition for partners, Peeples said. He said Cherwell Service Management provides a platform that can be extended and augmented as business needs evolve. Cherwell customers are extending workflow automation through Cherwell’s “unique codeless platform” into all areas of the enterprise, the company said. Partners can leverage Cherwell Service Management for businesses looking to maximize IT service management and establish a path for increasing digital maturity over time.
Peeples said in the past “we talked a lot about channel,” but said it was not a focus. However, since the company has committed to revamping indirect sales, Cherwell has already begun to see a turnaround.
“If you look at Q1 we’ve seen a significant uptick in revenue already,” he said. “I’ve been preparing and talking to our distie partners about changes in our plan, and that they needed to move from doing traditional sales and SPIFs, to carrying topline revenue. So globally our revenue represents a significant uptick in that.”
Cherwell plans to double the number of partners in its indirect channel as well, buttressing the force of 80 active and successful partners selling its product today, Peoples said.
“For us to be successful, we need to significantly grow our footprint and we see that in an indirect model thought these partners,” he said. “Most of the hiring and focus that I’ve done in January is bringing in recruitment minded channel resources.”
Peepels said the company is now recognizing and differentiating its stand-out performers with tiers, incenting their sales leaders with better margins. But he said the partner tiers are not the only way to earn more selling Cherwell.
“We also broke that up into multiple buckets,” he said. “If you do an opportunity registration and you are the partner that are the first at-bat to help us win in that opportunity, you get an opportunity registration discount that is above and beyond just the discount for being in whatever tier that you’re located in. If you are providing first or second level support, you get a discount. So it’s like Lego blocks. You can start bolting things together to say ‘Not only am I getting residual income, this reoccurring income, I can also Lego things together to let me stay closer to our customer.’ “