A new partner ecosystem strategy to enter the enterprise software market
Client was a $2B software company with a strong brand and market share in consumer and desktop software, normally distributed through computer and business retail stores. They establishing a new business unit focused on a networked, enterprise platform for document management. They had strong leveragable assets in their desktop product lines but understood that different sales and partnering strategy was required to be successful in the enterprise space.
PhoenixCG benchmarked the evolution of four successful software companies entering the enterprise market, considering factors such as product adoption maturity, partner segmentation and sales engagement models. Based on an audit of companies current partnering capability, we identified gaps in ability to sell, delivery and support the platform. Finally, PhoenixCG developed a partner strategy for each phase of product adoption maturity as it applied to the company’s suite of products, providing sales engagement modeling and investment recommendations to building partnering capability.
PhoenixCG was invited to participate in developing the 3-year strategy for the business unit contributing the roadmap for partner development and investment to grow the business. The adopted the strategy a) to work with a major enterprise software company to embed a component of their product to leverage after-market sales into their installed base; b) to develop vertical markets through vertically specialized SIs to drive application adoption in targeted industries: government, financial services, and health care.