Wants to enhance leading channels and build more through distribution AVG Business EMEA's new general manager Fred Gerritse (below) comes in from Cisco with a lot of ideas to boost its partners in Europe. Globally it has around 10,000 partners; in Europe, these tend to be mainly in the UK, where AVG has an office, and he wants to help larger partners directly, and do more with the others through distribution.
“We are transforming our AVG channel program to increase channel partner value,” he says. “Our partners need to effectively respond to their business customers’ security needs, while continuing to grow their own operations. We are putting new initiatives in place that will address these needs and help enable partners to become more experienced in AVG business security solutions and to work more simply and efficiently with us in the process.”
“Most are small, and work in the SMB customer base,” he tells IT Europa. “We need them to take a more consultative approach, while becoming easier to work with ourself.” He has been looking at the partner base, which, while it includes some moving towards security from break-fix models, and some MSPs, has a lot more potential. To do this, AVG has now established a three tier channel structure, based on skilled rather than revenue targets, with certifications.
AVG will need its partners to embrace a wider portfolio of cloud and management products coming out shortly, and to aim at that trusted advisor status by becoming experts. But not all have that capability or willingness, hence the need to increase distribution's role. “We see a huge potential in distribution and want to use it as a breeding ground, looking for firms to help build up with dedicated resources.”
While investing in local support and account management for larger partners, AVG will look to the two-tier model for growth – though it does not want large numbers, but would prefer to upskill the existing qualified channels. It recently appointed CMS in the UK&I and is looking at similar distributors across Europe with a mix of broader channels and specialists. His targets are the main markets right across the region, but will depend on who he can find.