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CTERA: Secure Enterprise File Services Leader - Channel-First Approach

For over 13 years, CTERA has been a trailblazer in secure enterprise file services, providing an innovative multi-cloud data services platform for data-driven enterprises. As a company, we have embraced a 100% indirect, channel-based business model, supporting hundreds of partners Worldwide.

Our decision to focus on value-added reseller Partners and System Integrators was driven by our understanding of their crucial role in delivering value to customers in every region worldwide. Our solution’s design and architecture empower Partners to develop value-added services, such as managed services or integration of our technologies, thereby expanding their service portfolio in consulting (Digital Transformation), services (Deployment, Migration, Management), and infrastructure through a rich ecosystem of integrated solutions.

In addition, we recognize the importance of maintaining a clear and concise core value proposition for our partners’ sales organizations. To facilitate this, CTERA offer a streamlined online certification program that includes use cases and case studies to help our partners stay competitive and successful.

The Evolution of the Channel: A Retrospective

Over the past 20 years, the roles of the channel partners have undergone significant transformation. This evolution has been necessary for companies to grow and remain profitable in an increasingly competitive landscape.

One key change was driven by the need to service the rapidly expanding number of vendors in various market segments. As vendors required more specialized technical and sales skill sets, the channel had to adapt. VARs and their partners needed to refocus and commit to vendors, ensuring a proactive approach.

However, concentrating on a few major vendors and consolidating their activities sometimes had unintended consequences. Instead of providing the best service to a select clientele, partners often found themselves losing their competitive edge and missing out on new technologies and market opportunities.

The Future of the Channel: Staying Ahead

To succeed, channel partners must diversify their activities while maintaining focus, service, and expertise at the highest level. Being attentive to customer needs, staying technologically adept, and staying ahead of market changes are now essential for survival in the channel.

For instance, the dynamic file services market is driven by the need to support enterprise digital transformation initiatives. This shift is transforming the legacy storage market segment into an entirely new, unstructured data landscape. Storage is evolving from IOPS, backup, and compression towards disaster recovery, DataOps, caching, compliance, and governance. Channel Partners must recognize that the pursuit of knowledge is continuous, solutions are always evolving, and they must adapt and innovate to keep pace with progress.

Expand Your Business with the  new CTERA Partner Program

Picture of CTERA Partner Program logoI’m delighted to announce our new CTERA Partner Program, designed to support and reward our skilled channel partners who deliver exceptional value to their customers.

Our three-tiered program ensures that our partners have access to comprehensive resources, tools, and support throughout the sales cycle and beyond. CTERA Partner Program members have access to resources and tools that enable them to understand, promote, and deliver our solutions. The program balances competency-based requirements with tangible benefits and enhanced incentives to drive a recurring revenue continuum.

Join us and take the first step towards growing your business by becoming a CTERA Partner today.

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