Industry Context
The manufacturing ERP market demands sophisticated partner ecosystems to reach diverse global customers. Companies with fragmented partner strategies struggle to capture market opportunities, particularly when competing against vendors with established channel programs. Success requires structured partner management, clear value propositions, and scalable recruitment processes.
The Challenge
QAD operated with an informal network of small-scale partners without standardized processes or global coordination. The absence of a formal partner program created inconsistent market coverage, limited new customer acquisition, and prevented the company from capitalizing on significant growth opportunities in the manufacturing sector.
The Aha! Insight
Partner programs require the same strategic rigor as direct sales operations. Without clear requirements, benefits, and performance incentives, partners lack direction and motivation to drive meaningful revenue growth.
SBI's Approach
SBI designed a comprehensive partner program framework featuring standardized requirements, tiered benefits structure, and performance-based incentives. The initiative included recruiting new strategic partners to expand market coverage and create competitive dynamics within the partner ecosystem.
Before vs. After
Results
- $13.7 million in bookings secured by current and new partners over four years
- Established scalable partner program infrastructure
- Enhanced market coverage through strategic partner recruitment
- Created sustainable competitive advantage in channel operations
Executive Perspective
"The partner program transformation delivered immediate revenue impact while building long-term market capabilities. Our structured approach now enables consistent global execution and sustainable growth through channel partnerships."
Risk of Inaction
Without partner program optimization, QAD would have continued losing market opportunities to competitors with superior channel strategies. The informal approach limited scalability and prevented systematic partner performance improvement.
Industry Implications
Manufacturing ERP vendors must invest in structured partner programs to compete effectively. Companies with fragmented channel strategies face increasing disadvantage as buyers expect consistent, professional partner experiences across global markets.
Role-based Impact
- CEO: Partner program success directly impacts market expansion velocity and competitive positioning. The $13.7 million booking uplift demonstrates how channel optimization drives enterprise growth while reducing customer acquisition costs.
- CFO: Structured partner programs improve revenue predictability and margin optimization. The four-year booking projection enables better financial planning while partner-driven sales reduce direct selling costs.
- CRO: Partner program effectiveness multiplies sales capacity without proportional headcount increases. Clear partner requirements and incentives create predictable revenue streams and expand market reach.
- CMO: Coordinated partner programs amplify marketing reach and message consistency. Strategic partner recruitment enhances brand presence in target markets while reducing marketing cost per lead.
Call to action
Manufacturing software companies must evaluate their partner program maturity against competitive benchmarks. Organizations with informal channel strategies should prioritize structured program development to capture available market opportunities and defend against competitive threats..
