Spectra Logic’s New Partner Program Reflects Vendor’s New Direction

The vendor says changes to how partners approach the market are behind recently announced updates to its partner program.

Christine Horton, Contributing Editor

March 3, 2021

3 Min Read
New Direction

Spectra Logic says the recent revamp of its partner program reflects a deliberate move away from being “a tape company.”

The data management organization’s VP of corporate marketing, Betsy Doughty, said Spectra Logic’s evolution drove the changes.


Spectra Logic’s Betsy Doughty

“There’s been a change in how partners and customers approach the market,” she said. “It used to be a conversation about the number of drives, slots and terabytes. This has shifted to discussions about how data storage solutions can help solve problems that impact the entire ecosystem.

“Our partners have been essential in getting us here. So, our enhanced partner program has been put in place to underpin all of this. It’s an important milestone in our ongoing commitment to the channel to ensure its long-term success.”

Being a tape company was the company’s “bread and butter” in the past, said Doughty. Over time the firm then expanded into data storage solutions with its BlackPearl NAS and BlackPearl object storage platform. Then last year the company rolled out its first standalone software product, a storage life cycle management solution called StorCycle. This now gives Spectra a full suite of products for its customers, said Doughty.

COVID-19 Updates

The updated SpectraEDGE partner program includes an improved lead-passing process and a simplified deal-registration system. Spectra said it qualifies and systematically passes opportunities and leads to its VARs “in a timely manner.” This, it added, is tied into a new portal that makes it easier for partners to register opportunities.

“Any leads we pass to the channel are visible through the partner portal,” said Doughty. “This enables simplified and easy deal registration, as well as improved lead qualification and distribution to active resellers.”

Here’s our most recent list of important channel-program changes you should know.

Additionally, the portal offers education and content, including prewritten web copy and graphics.

“As a result of COVID-19, partners have not been able to have their usual in-person customer meetings. We’ve listened to feedback from our channel partners and created tools to help them execute their digital marketing,” said Doughty.

The firm has also launched its own virtual conference platform called SpectraLIVE, which has been “very valuable” for partners. Also, realizing that COVID-19 was going to challenge partners with regards to travel, Spectra raised its remote support levels. This includes offering remote installation if needed for the bulk of its solutions.

Elsewhere, the vendor announced a StorCycle Certification Programme. This provides access to product downloads to allow partners to understand and interact with the product. They can install a copy at a customer location and provide a free data scan. This gives them the information to consult with customers build a better tiered storage life cycle management strategy.

“Our partners could continue to engage customers and build sales pipelines throughout the pandemic,” said Doughty.

‘Super Resellers’

Spectra is also conducting ransomware-themed webinars on its partners’ behalf, based on its experience from an attack last spring.

“Because of the way our storage infrastructure was set up, we did not have to pay the ransom of over $3 million,” said Doughty. “So, our IT director is now sharing what we’ve learned with our VARs. They can in turn share this with their customers. We’re going to be doing a lot more with regard to ransomware education and protection for the channel.”

In EMEA, 100% of the vendor’s business goes through the channel, and about 80% average worldwide. Spectra said it is growing its partner numbers by about 10% year on year.

“We have seen a surge in new partner applications since the launch of StorCycle. [We] believe we are attracting more software-inclined business partners,” said Doughty.

“We are seeing growth in revenue become more consolidated which has allowed us to focus. Instead of lots of regional VARs, we’re building ‘super resellers’ that have expertise and growth potential in specific verticals. [These include] media & entertainment (M&E), high-performance computing (HPC), government and scientific research, among others.

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About the Author(s)

Christine Horton

Contributing Editor, Channel Futures

Christine Horton writes about all kinds of technology from a business perspective. Specializing in the IT sales channel, she is a former editor and now regular contributor to leading channel and business publications. She has a particular focus on EMEA for Channel Futures.

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