Business Intelligence SIG: Leveraging BI to Optimize the Channel



  • The Monthly Meeting of the Business Intelligence SIG


    Presentation Overview


    Leveraging BI to Optimize the Channel: A Study in Driving Bottom Line Results Through Better Visibility and Predictability

    Companies of all shapes and sizes have invested in CRM, legacy Partner Relationship Management (PRM) and even Portals to help manage customer and partner relationships better. In today’s competitive global marketplace, it has become critical for enterprises to leverage indirect sales to achieve financial goals. Historically, the retail industry has been a prime example of a vertical that has capitalized on the indirect channel, but with the vast growth of the high tech market, companies such as of Cisco Systems, IBM, Hewlett-Packard, Hitachi Data Systems, Nortel Networks, Microsoft and Sun Microsystems are increasingly turning to partners and resellers to help maximize growth. According to industry analyst firm IDC, this trend first emerged in 2002, when for the first time in history, indirect sales in the high-tech industry reached over 50 percent in revenue contribution. Soon after, Gartner projected that indirect sales would account for over 65 percent of a high-tech vendor’s annual revenue by 2005.

    Yet for too long managing the indirect channel has remained a black art because managers were unable to gather the data they needed from the channel to make sound decisions. But automation is available for data gathering and metrics can be derived that provide managers with a truer picture of their businesses. With the information that can now be gathered from the channel, managers can measure ­ and incrementally improve ­ the performance of a channel sales operation. Some thoughts are presented on how to leverage BI to measure, model and tune this critical aspect of high tech vendor's business to increase overall performance.


    About the Presenter

    Axel Schultze - President & CEO, BlueRoads Corporation

    Axel Schultze founded Blueroads Corporation in 2001, after 20 years as a serial entrepreneur in IT channel sales and services. His strategic vision for the company includes achieving market leadership, profitability, and sustained growth in the market for on-demand channel management software solutions. Since its inception BlueRoads has offered channel management through an enterprise SaaS model.

    Axel's track record as an executive in IT channel sales and service includes:

    • Computer 2000 Axel's first company, a wholesale IT distributor founded in 1983, where he built an extensive channel sales and service organization. Computer 2000 grew to $50 million, becoming the leading PC solutions provider in Europe and the third largest in the world.
    • Internet2000 founded by Axel in 1996 and later called Infinigate, where he developed a network of 4,000 channel partners in 20 countries, he managed the company's growth to $20 million.
    • Webstock founded by Axel in 1999, where he developed Europe's first electronic trading platform, which included a unique closed-loop trading systems for non-public shares. Axel sold Webstock to Bader one of Germanys largest stock brokerages.

    Axel has a degree in Electrical Engineering from the University of Stuttgart.

    BlueRoads allows companies to market and sell more effectively through indirect channels. BlueRoads 5 empowers individual partner representatives to actively participate in closed-loop sales and marketing processes, enabling companies to increase Return on Channel Investment.


    Event Logistics


    Cubberley Community Center

    4000 Middlefield Road, Room H-1

    Palo Alto, CA


    6:30 - 7:00 p.m. Registration / Networking / Refreshments (please arrive before 7:00 p.m.)

    7:00 - 8:30 p.m. Presentation and Discussion



    $15 at the door for non-SDForum members

    No charge for SDForum members

    Please call 408.494.8378 for student memberships

    No registration required

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