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Bob Scott reporting in his weekly Insights column.

NetSuite has launched a program to support those resellers who want to move into microvertical markets. Called the Vertical Velocity Program, it provides sales and marketing collateral and leads in the space VARs have chosen. “It’s a set of mutual enablement and go-to-market offerings,” says Craig West, the cloud company’s VP of channel sales. Currently, the effort is in Phase 1 “to see who raises their hands,” West says. He believes there are enough narrow verticals that it is unlikely to be much competition between channel members. “I don’t expect to see a lot of overlap,” he says. Packages written on top of NetSuite must be approved by the company. NetSuite has no plans yet for additional certification or simply branding that would give VARs another marketing tool. The company’s lead nurturing initiative is a typical one in which partners register leads with the vendor, which agrees not to compete for that prospect. “We let you control that experience,” West says. However, VARs can opt into the NetSuite lead nurturing program with the company making co-branded alls with any results steered back to the reseller. VARs can opt out on any particular lead. Right now, the program is in a test with the company’s business partner advisory council members. However, West said, “I am confident in that Q3 we are going to open it up.”