In 2013, Tracy Balent, newly appointed senior director of channel sales at FalconStor Software Inc., plans to transform the company's partner program to one that is more channel-driven than technology-driven, with the introduction of new and improved marketing and sales initiatives. She will also work with partners as the company expands its product marketing focus toward midmarket organizations.
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A veteran of the channel, Balent previously served as vice president of global strategy and marketing at CA Technologies Inc., where she worked for 15 years, before she assumed this newly created position at FalconStor, a provider of data protection and storage virtualization solutions.
Balent, whose appointment was announced on Monday, will be responsible for overseeing FalconStor Software's national resellers in the Americas to drive collaboration and execute joint business plans across the partner community. FalconStor solutions are available through a worldwide network of partners, including solution providers, top-tier strategic partners and major OEMs. The company said it has 178 partners in North America.
To meet the company's midmarket expansion goals -- with mid-tier companies defined as those with at least 500 seats and data management support requirements upwards of 10 TB -- the vendor is developing program plans to increase the knowledge and selling capabilities of existing partners, as well as to bring on new channel partners, according to Balent. "Our partners know how to leverage our technical resources; in 2013 we want to help them leverage programs and campaigns to help with sales and development opportunities," she said.
Program details are being hammered out, with announcements expected to roll out over the next several months and continue throughout the year.
As FalconStor Software reaches out to midmarket organizations, Balent said, it would like to have a presence in any vertical market where customers want to optimize data management. But she pointed to finance, health care, government and education as vertical markets that the company has already been successful in, which she expects to be well-represented among partners for the midmarket. FalconStor's 41-person channel team also plans to improve the consistency of vendor-to-partner communications, she said. One effort aims to simplify partner engagement by making it easier for partners to be directed to the right resources at the company.
FalconStor will also examine the effectiveness of the company's partner advisory council, a communication conduit, to see what works, what doesn't and what needs to be refreshed. The vendor also will focus on partner enablement, including the process for bringing new partners on board and ensuring that they get the proper training in a timely fashion.
Yesterday's channel announcement from FalconStor also noted the promotion of Pramila Nair to the position of country manager for Canada. Nair most recently served as a territory manager at the company.