Post the budget, channel partners, with their renewed plans are all geared to meet customer expectations, both economically as well as technically. On the other hand, with the ever evolving technology, vendors are all geared to emerge strong in their channel business and are concentrating highly on building up a trained and certified channel business.

This is where getting the appropriate training comes into place. Training needs in the world of IT are ever changing and part­ners need to be properly equipped with skilled manpower, not only to survive in the market, but to enhance their business focus too.

Customers are demanding integrated technology skills, breadth and depth, and a full lifecycle services' approach to their network and business strategy. This is creating unprecedented growth opportu­nities for vendors and partners.

It is in this endeavor that major vendors are keen on enhancing their channel plans and business while providing quality trai­ning, certifications and support to channel partners. Shedding light on this trend, Arun Dharmalingam, Regional Manager-Channels, Cisco (India and SAARC) said, “To meet customer needs and help capture this dynamic growth oppor­tunity, Cisco has evolved the 'Cisco Channel Partner Program' to help accelerate our partners' growth, differentiate their business, and increase their profitability. The enhanced program enables partners to extend capabilities to be a provider of broad, integrated networ­king solutions, highly specialized solutions, or both”.

This is why it is often said that a balanced training program and certification is the need of the hour. Reinstating the fact of having a reasonable training schedule, Sandeep Aurora, Director-Sales and Marketing Group (South Asia), Intel said, “Not only do we intend to develop a partner in terms of their technical knowledge, but also need a strong focus on understanding customer requirements to develop our business line.”

Training call
Vendors across the length and breadth of the channel industry conduct a variety of training programs regularly. A case in point is Intel which conducts its channel conference twice across 20 cities focusing on the technical trends, dynamics of the IT industry and discusses market opportunities. The company, in the first place identifies training needs of their partners based on their area of operation; technical or retail sales and then decide on the course of training and certifications needed.

“For partners who need technical training, we impart technology and solutions training on servers, networks and related element while for the retail part, we focus on training in soft-skills needed to handle customers, offer the best solution and understand consumer needs. Also, we have an online training module which is the basic form of training where a partner can access the virtual classroom. Trainings are provided free of cost as it is for the benefit of both the channel partner as well as for us,” Aurora added.

Similarly, AMD spans its training program across major cities. Titled AMD Partner Connect program, AMD solution providers, system builders and integrators qualify for the program. Also, in its training program System Builder Yatra, the company provides training to its partners in secondary cities.

“A clear guidance for sales maximization and increasing volumes is required. Times have been hard and the very existence of any company now depends on the sales volume and quality product one offers,” said Sandeep Naik, Head-Channel Sales (SAARC), AMD India.

Trend Micro has taken a major lead on the front of offering software training programs and support. Re-engineered and emerging with a major anti-virus solution, the company has gone forward and is coming up aggressively by building a strong channel base.

While discussing their training and certifi­cation program, Satish Kumar, Manager-Technical Consulting, Trend Micro said, “Trend Micro Global Training and Education Services handle all training and certifications and introduced eight trainings and certifi­cations over the last one year. We also update training and certification whenever there is a need. Worry Free Business Security is one example of a certification program launched last year. Our trainings are provided free of cost to our authorized partners and provide through multiple media-online through our training portal training.trendmicro.com, face-to-face classroom trainings, remote training using WEBEX and others”.

In the present economic scenario of the phase of recovery, Cisco has claimed that the company is investing to help channel partners navigate the current economic storm, while positioning them to accelerate in the upturn. As part of this, it is conducting training sessions for partners on how they can best use financing and leasing to 'change the conversation' with their customers. In addition, to meet the growing need for IT skills that span the full spectrum of data center technologies, it has introduced two new career certifications for IT.

Crucial needs in times of recovery
Major vendors across the nation has claimed that they have not seen any major drop in the number of programs their partners participate in. Accrediting that it is because of the return on the investment in being a Certified Partner can be tremendous. Vendors are now investing heavily in their brands of certification and training program, with proper training tools, and incentives to help prepare partners to take advantage of growing market opportunities and to make it easier to do business.

“As partners, they need to invest in training to evolve their capabilities to continue to create value. With streamlined tools, online learning, and repeatable processes, the cost to maintain certification will be reduced over time which may lead to an increase in productivity. The combination of lowering the cost of doing business, taking advantage of economic incentives, and driving new business will enhance partner growth, profitability, and return on investment over time”, Dharmalingam elucidated.

Slowdown spurs training
Reflecting the positive effects of the meltdown, Kumar said, “Slowdown is giving partners the requisite room and time to refocus on upgrading or enhancing their sales and technical skills. Partners with highly qualified and certified people have a definite advantage and will be a key differentiator when business is slowing everywhere and every partner is fighting for the same piece of the pie”.

However, it is not just training and certification alone which can get the job done to consolidate business after the phase of recovery. Vendors have a well integrated chain of feedback mechanism to understand the efficacy of the training programmes and improvise depending on the feedback.

Most vendors take feedback from their partners about the training programs as means to provide content in the next session which is critical to their business. Feedback is often taken on all aspects of training ranging from the training environment, infrastructure, content, trainer and other aspects using the same to improvise its future course of training and certification programs.

It is clear from the above stated facts that vendors are heavily concentrating on their training and certification programmes especially in times of the global slowdown. What needs to be analysed now is the efficacy of the same in the phase of recovery and in an upswing market.

Avishek Rakshit
avishekr@cybermedia.co.in

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