Channel Tree : Partner For Business-Critical Continuity

This is precisely what Emerson Network Power India would like to be for
its channel in India-be it in the power or cooling solutions space. For this,
the company has devised a complex yet transparent channel structure with
well-defined points of contact for every genre of partners within its network

Consider IT solved-this is the tagline that Emerson Network Power India (ENPI)
boasts of. And its biggest means of solving its customers' problems is through
its widespread channel network.

While crafting the ideology for its channel program, ENPI had two basic
objectives-to be able to leverage partners for achieving sales targets and to
cover a wider market in India. This is especially true for the sale of its
distributed products, which comprise Micro KVA (300VA to 3KVA), the small KVA
single phase products (5-20KVA), large UPS and precision air solutions.

More than 90 percent of ENPI's global business is indirect, barring instances
where ENPI directly manages customers and projects. But even in these instances,
the company endeavors to do billing through distributors. In each country, the
channel's involvement is decided based on the business needs.

Purchase influencers

The reason ENPI is so aggressive on its channel in India is because unlike
most other countries, partners play the role of a catalyst and influencer while
helping CXOs make IT purchase decisions. But to be able to help them execute
this role in the power and cooling business, ENPI is working on focused and
empowered partnerships, rather than one-off transactions based relationships
with partners.

But within its defined channel spectrum, ENPI ensures that its basic power
protection products are sold in a broad-based distribution environment through a
sizeable number of reseller, while solutions requiring higher involvement by
customers like large UPS and cooling solutions are deployed through select and
trained solution providers.

To be able to do a fair job, ENPI has created a channel program that it
claims is transparent, uniform and disciplined in nature. "We wanted to avoid
reason conflict of indirect with our direct approach as well as inter-channel
conflicts by having a structured program for our partners. Besides, partners
want clarity through policy rather than situational or one off agreements," said
Ankesh Kumar, Sr Product Manager-Channel and Head-Marcom, ENPI.

This structure provides enough scope for value focused as well as
volume-driven partners. The channel program is divided into two tiers.

The first tier comprises enterprise business partners, who focus on
integrated solutions as their core businesses. Along with the distributed
products, these partners are trained to sell higher KVA power solutions as well
as precision air solutions, with an exclusive commitment to ENPI. They are
serviced by the national distributors for their requirements.

The second tier comprises two set of partners-value-added resellers (VARs)
and network solution partners. Interested VARs have to register with ENPI for
selling the Liebert Micro KVA plug-and-play product (up to 3KVA UPS products).
Upon confirmation of the registration, he can then avail the VAR benefit
programs.

A network solution partner is a system integrator who would like to include
Liebert products in his portfolio. Here ENPI works with these partners to sell
distributed products, including TVSS, monitoring and accessories as well as
large UPS and cooling systems through referral incentive programs.

Training and certification

Keeping in mind the leaps made by technology ENPI endeavors to keep its
partners abreast about the latest solutions in power and cooling through
training and certification programs. A partner gets the certificate of being an
ENPI affiliate only after he has completed one month of active relationship with
the company and has some successful deployments of its products.

But training is another matter. Through this initiative, Emerson tries to not
only enhance its partners' capability on an ongoing basis, but also attempts to
reinforce the Liebert brand with the owners of the channel organizations as well
as the sales teams attending these regular events.

Besides being able to highlight its technical prowess, these events also help
the company to sign up new partners in its ongoing bid to have a wider footprint
in India. One such event where ENPI has been a regular participant is the DQ
Channels SP Summit.

Avoiding channel conflict

While handling a large network of channel, a vendor has to be careful about
ensuring that channel sales conflicts do not take place and has to manage any
such issues adroitly to retain the partner and reaffirm his loyalty to the
brand.

Documentation and registration of every lead on a priority basis is critical
as there are often cases where multiple partners register the same lead, in
which case ENPI usually bides by the partner who registered it first.

Keeping track

This aside, ENPI's channel and sales heads have a quarterly meeting with all
partner organizations to plan the business and review on the sales of the last
quarter. These interactions have helped ENPI have long-standing associations
with some of its partners, because the latter can use it as a platform to
present any disputed claims and also showcase their business track record.

VINITA BHATIA

vinitavs@cybermedia.co.in