**Editor's Note: Click here for a list of recent channel-program changes you should know.**
SOTI Inc., which develops enterprise mobility and BYOD management tools, this week launched its new Altitude Partner Program.
The Canada-based company, founded in 1995, has used an informal channel approach over the last few years. But SOTI's channel is experiencing "exponential growth," said Roula Vrsic, vice president of marketing for SOTI. Indeed, Vrsic said SOTI saw a 45 percent increase in its channel size over the last two quarters, bringing to 70 percent the amount of business that goes through its partners. Meantime, SOTI's direct sales teams focus on OEM relationships and the Fortune 500 companies. So, executives decided it was time to solidify a global partner program.
"We believe that our partners are our lifeblood, and we are committed to enabling our channel base with the resources – human, technical, as well as sales and marketing tools – to help them drive their revenue to new heights," Vrsic said.
On the whole, SOTI aims to increase its business 60 percent year-over-year through the channel. To do that, it's looking for VARs and ISVs, among other partner profiles, who are building their enterprise mobility practices. Ideal end users include any customer who needs to enable, manage, track and secure mobile devices, applications, email and other content, said Vrsic.
SOTI has structured Altitude as a four-tier program: Elite Advisor, Expert, Professional and Associate.
"Inevitably, partners at the highest tiers have the highest revenue attainment, sales and technical certification requirements, but they also benefit from additional exclusive benefits and higher discount levels," Vrsic said. "The more a partner invests in their business with SOTI, the more benefits they receive."
Partners are paid on their tier discount, with a front-end discount when they place their orders. Margins range by partner tier, from lower double-digits for Associate partners to high double-digits for the other tiers. Partners must commit to quotas, and show that they are growing and investing in their mobile practices.
In addition, Elite Advisor and Expert partners must employ a certain number of certified sales and technical staff in order to maintain their status in the program. Partners in the Professional level, meanwhile, must complete certified administration training that has to be renewed each year.
In return, SOTI provides enablement including the following:
- Partner Acceleration Program, for on-boarding new partners;
- Dedicated channel managers, sales, technical and marketing support;
- RFP services that help partners fill out RFPs;
- SOTI Centers of Excellence, where partners get access to subject matter experts;
- Access to demo licenses;
- MDFs for joint marketing;
- Opportunity Registration Rewards, which provides deal registration and other resources;
- Training programs;
- Partner portal, which houses sales tools, competitive intelligence, co-brandable marketing materials, lead generation kits, product information and more, accessible from any mobile device.