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Informatica partner strategy on track for expansion

Data management vendor Informatica has signed a North American distributor agreement with Avnet Technology Solutions, a move the vendor said advances its revised channel strategy.

Under the agreement, Avnet Technology Solutions will provide North American partners with access to Informatica’s portfolio of data integration, cloud, master data management, big data and security technologies. The partnership builds on Informatica and Avnet’s existing relationships in Indonesia, Italy, Malaysia, Singapore and the U.K. Informatica, which also partners with Tech Data and Ingram Micro, in January authorized Arrow Electronics to distribute its portfolio, as well.

Informatica currently derives about 5% of its total revenues from the channel, said Rodney Foreman, senior vice president of worldwide partner ecosystem. Foreman said Informatica aims to increase that number to 40% over the next five years.

“We’re well on track to make that happen,” he said.

Foreman came to the vendor about five months ago after having led IBM’s global cloud channel business. “I joined Informatica with the mission to grow our channel business worldwide by establishing a new channel program and building our partner capacities,” he said.

Under Foreman, Informatica has established a two-tier structure and will officially launch an updated Informatica partner program on Feb. 6. The program introduces a 15% frontend margin for partners and 10% backend rebates for bringing in new customers and selling cloud-centric products. Infromatica will also offer incremental rewards for selling into the midmarket.

He said one of the biggest opportunities for the Informatica partner channel is around its recently released data security product, Secure@Source. The data security market is a new area for the vendor.

“We want partners in the security space to help us grow our revenue and market share because it’s an area that we have not been before,” he said.

Infromatica partners with global system integrators, value-added resellers, managed services providers, cloud service providers and ISVs.

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