Channel Strategy is to Stay Ahead of the Changing Curve of the Commercial Landscape: Micro Focus – CRN

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The software company, Micro Focus, is focused on helping customers adapt and succeed on the accelerated journey of digital transformation. With its portfolio, backed by strong analytical intellectual property, the company provides the insight, efficiency and automation needed to succeed in today’s rapidly changing marketplace. Micro Focus helps customers achieve the four critical outcomes of digital transformation: simplify IT transformation, accelerate application delivery, build cyber resilience, and analyze in time to act. Saurabh Saxena, Country Manager, Micro Focus, India, talks about the company’s planned growth, future vision and more. Extracts.

What are the 2021 technology trends that will redefine Micro Focus’ distribution strategy?

The pandemic has accelerated digital transformation in the global business landscape. Businesses are turning to cloud and hybrid environments at an unprecedented rate to counter the challenges posed by social distancing and lockdown restrictions. The channel ecosystem has no choice but to evolve faster than the pace of this change to ensure business continuity and operational stability for enterprise customers.

This focus on staying ahead of the evolving curve of the retail landscape is reflected in the distribution strategy. Instead of starting from scratch, we work closely with our system integrators and channel partners to identify how we can expand and modernize existing solutions and digital infrastructures to meet specific customer requirements. We also encourage DevSecOps deployments to counter security challenges that have arisen as a result of large-scale digital migration. The goal is to help our enterprise customers seamlessly and securely transition to more scalable, digitally driven business operations, and deliver competitive advantages in price, deployment, flexibility, agility and scale.

What are Micro Focus’ plans for partners and how does the company play an important role as a business?

In 2021, we aim to prioritize strengthening its channel ecosystem in India and becoming an increasingly channel-focused organization. The country’s business landscape is large and diverse, and we view our channel partners as an extension of our sales and customer support operations that can ensure maximum market coverage.

To this end, we will focus on expanding the current digital capabilities of our channel partners to ensure greater business resilience. We will also make investments to increase the talent pool and technical skills in our channel ecosystem. Our goal is to provide an additional layer of support and enablement with a focus on portfolio enhancement, training and certifications by launching new initiatives, such as our integrated global partner program. These measures will ensure that our partners are equipped with the right tools and capabilities needed to drive growth and improve profitability while delivering a higher level of customer satisfaction to our enterprise customers.

How important is digital transformation for channel partners?

As IT infrastructure and solutions continue to evolve in 2021 and beyond, the Indian business ecosystem will transition to an increasingly cloud-based business conduct model. The channel’s ecosystem will have to adapt to the changes that this digital migration will bring. To stay competitive, players in this space will need to maintain their existing revenue streams while exploring new upsell and cross-sell opportunities.

This will not be possible without initiating a substantial transformation of channel operations to manage business demands across multiple environments – be they on-premises, in the cloud, and hybrid. This will enable channel stakeholders to accelerate growth and improve profitability, allowing them to not only survive but also thrive in an increasingly competitive business landscape.

How has the relationship between supplier, partner and channel been redefined in the new era?

The pandemic has made it necessary to improvise and experiment with how to engage with customers, markets and organizations. Because of this, businesses can learn and grow faster than ever. How they learn from the pandemic will profoundly influence their performance in the changed world of tomorrow, providing them with the opportunity to retain greater agility as well as closer connections with customers, employees and suppliers.

Now is the time to review your organization’s digital initiatives. Those who provide short-term relief to employees, customers and the wide range of stakeholders to whom companies are increasingly accountable and those who position you for a post-crisis world.

What are your GTM strategies and roadmap for 2021?

In 2021, we aim to become more channel-centric and focus on expanding our ecosystem. The focus on building digital capacity and partner resilience underscores Micro Focus’ key initiatives to introduce flexibility and process adjustments to the distribution program, particularly in India and APJ. With a need to save the existing revenue model (run) and expose new business opportunities (transform) at the same time, customers will have a unique set of fundamental needs in 2021. The goal is to meet each of these fundamental needs to reduce the drama for our customers, offering a highly differentiated value proposition.

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Tanya J. Hill