Article

Tandberg Data looks to boost ranks of Strategic-level resellers

Sue Troy
Data protection vendor Tandberg Data, which reorganized following bankruptcy in May, is looking to increase the number of Strategic-level reseller and systems integrator partners it works with from 80 to about 120. Ken Juntunen, director of

    Requires Free Membership to View

sales, said the SMB-focused company, which sells products only through the channel, currently has about 770 active Registered-level resellers.

Tandberg has two basic reseller partner levels: Strategic and Registered. The Registered level requires no sales commitment but enables access to deal registration, sales incentives, technical training and marketing support. Strategic-level partners have a quarterly sales commitment but get higher product discounts, a technical support hotline, end user leads and market development funds. Juntunen said Tandberg is primarily looking to recruit new partners to realize the goal of 120 Strategic-level partners, rather than working with existing Registered-level partners to increase their product sales.

Juntunen said Tandberg is stridently channel-only. "We've never taken customers direct," he said, pointing to a recent virtual trade show the company conducted. It yielded about 500 leads, which are being distributed to Strategic-level partners.

Despite the uncertainty surrounding the company over the past few months, Juntunen said that Tandberg didn't lose channel partners following its bankruptcy filing. "We have a handholding relationship with partners," he said. "We kept strategic partners in the loop" to keep them onboard during the company's financial restructuring, during which a new holding company, TAD Holdings AS, was established. The biggest shareholder of the new holding company is Cyrus Capital. Tandberg had defaulted on a loan from Cyrus Capital, which led to the bankruptcy declaration earlier this year.

Scott Petersen, senior vice president of sales, explained the bankruptcy: "We had a lot of debt, and coupled with the economic crisis, we had to take steps to fix that."


There are Comments. Add yours.

 
TIP: Want to include a code block in your comment? Use <pre> or <code> tags around the desired text. Ex: <code>insert code</code>

REGISTER or login:

Forgot Password?
By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy
Sort by: OldestNewest

Forgot Password?

No problem! Submit your e-mail address below. We'll send you an email containing your password.

Your password has been sent to: