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Partner focus strengthens CA Technologies’ channel strategy

CA Technologies is changing how it interacts with the channel and has launched a fresh partner program with a new portal that offers training and marketing support for partners.

CA Technologies revamped its channel partner program last week, and current partners have begun to reap the benefits.

The changes were a result of a yearlong effort that included partner feedback and input and an investment in channel leadership within the management software company.

“What became evident about a year ago was that CA was reenergized and focused on the channel. They made some key hires who had some channel DNA,” said John Ross, CTO of GreenPages Technology Solutions, an IT consulting and integration organization based in Kittery, Maine. “We got involved and we found that they were truly committed to working with and helping partners on enterprise products -- something they had not done in the past.”

Ross, who participated in the beta testing of the new MyCA Partner Portal, says the training content that CA has made available to partners is a real improvement. The portal includes marketing materials and data sheets, information on how to sell CA products, and training videos.

“All of that allows us to package sales that much easier,” he said. “Partners don’t have to create as much, which leads to acceleration of business.”

The portal content is customized to each member’s program level and go-to-market strategy. Additionally, Premier and Advanced partners have access to dedicated sales support, enablement, assigned account management, and market and business development funds.

CA didn’t wait for the formal launch to give some members access to these funds.

“We launched a campaign for Automation Suite for Cloud, and CA kicked up funds for that,” said Warren McCall, CEO of PureSCM Inc., an IT services and software development company based in Victoria, British Columbia. “We’re now following up with the leads that were generated for that. This really assists us get out to the clients we need to get out to.”

PureSCM also sent eight people through a six-week technical boot camp provided by CA at no cost.

New CA partner program structure centralizes sales strategy

The new partner program also brings together the different areas within CA, including Nimsoft and AppLogic, making it easier for partners to sell across the portfolio.

The integration is beneficial, said McCall, because it gives PureSCM the ability to compete in an area it did not before. “Bringing AppLogic into the suite of products will make it easier to sell the whole solution,” he said. “We’re looking at a different class of clients that we can go after -- CA Service Desk versus Nimsoft -- in which one is enterprise focused [and] the other is for the SMB space.”

The structural changes at CA include a new channel business model structure, with simplified partner levels (Premier and Advanced), and a new way of involving the CA direct sales force in new and existing enterprise accounts.

The internal CA channel structure is being redesigned around a territory approach, which leaves some partners like PureSCM a bit on hold as they await assignment of an account manager. Also, CA said that changes to the pricing strategy will go into effect in July 2012.

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