Qlik Partner Program Modernization Highlights Customer Lifecycle, Recurring Revenue

Qlik, the software developer of business intelligence and data management, is expanding its partner program to include a cloud services track. It aims to help the channel partners grow beyond the traditional reseller model to emphasize recurring revenue and customer lifecycle value.

The update for the partner program includes new partner incentives: the partners' influence and co-sells Qlik's Software-as-a-Service products. In an interview with CRN, the Vice President of Qlik's Global Partner Organization, Peter Leddy, said, "It will help our partners work with software-as-a-service, recurring revenue, and a customer-oriented mindset. Further, it will guide them to look at the lifecycle of the customer and not just a transaction to ensure our support along the way."

Qlik market is one of the leading data analytics and visualization tools of the industry. Its product variety has been growing through acquisitions and internal development, including a broader range of data integration and data governance software. The acquisitions such as Podium Data in 2018 and Attunity in 2019, respectively, where the former is a data management software developer and the latter is a data integration software provider, are remarkable. In addition, Qlik recently shifted from selling software licenses for the subscription sales model and is currently focussing on selling Software-as-a-Service (SaaS) platform.

Mark Meersman, the founder and Managing Partner of IPC Global, a Qlik partner based in Alpharetta, Ga, says, "Qlik Cloud Services boosts the value of real-time data analytics to our customers, and thus we deliver as partners." Further, he added, "Qlik SaaS highlights user adoption, delivery speed, and lowest TCO. As partners, we have yet another method to establish business and expand with Qlik in the cloud."

According to Leddy, the up-gradation to Qlik's go-to-market strategy indicates that Qlik's partners are changing as well and moving beyond transactional reselling. He said, "The definition of partners is changing. We're looking at it from an engagement perspective."

Qlik moves the entire sales and customer relationship to a solution provider for the traditional reseller model. However, as per Leddy, today, Qlik frequently remains engaged with customers through service level agreements, data protection agreements, and other components. "We have to coordinate a three-way relationship," Leddy said.

Qlik has more than 1,700 partners bases, including solution providers, systems integrators, and technology and OEM partners. As per Leddy, close to 40 % of Qlik's sales are conducted through the channel, with more than 70 percent of the company's deals involved a partner.

Qlik's partner program has focused on resellers to date, and it will continue to function likewise. The partner leads all deal activities, including financials and contractors, to earn discounts. Further, Qlik is now adding a cloud services program that will accommodate influencers and co-sell partners. For example, influencers bringing sales prospects to Qlik, can provide sales and technical support and earn one-time incentive fees based on the value of a deal.

Co-sellers team up with Qlik on go-to-market activities and are more focused on the entire customer lifecycle, starting from onboarding to contract renewals and expansions. The co-sellers emphasize customer experience and lifetime value creation. They are further treated through incentives for being the partner in deals, customer contract renewals, and customer upsells and expansion sales.

"We want the results as-a-service mindset including the customer experience, journey, recurring revenue, and the focus on partner skills," Leddy said. Starting from July 19, the new Cloud Services track is available for partners.

Martin Sahlin, CEO of Stretch Connect, a Copenhagen, Denmark-based Qlik partner, said, "Qlik's new Cloud Services track is an evolution in the way we can partner to shape our business and deliver more common value to customers. Adding further, he said, "The program will guide us to renovate the customer relationship, fast-track adoption, and build long-term business value together."

Mike Capone, Qlik CEO, stated, "The SaaS economy has moved the world from a product to services mindset. This approach needs modern strategies that target a wider ecosystem while providing multiple engagement models." He added, "Our partners have always been an integral part of our success, and we promise the resources the partners need to develop profitable and thriving recurring revenue businesses around our cloud platform. This program will empower the partners to deliver consistent value with a collaborative approach that completely supports our customers on their journey to the cloud."

Qlik is also providing an optional solutions specialization component and more robust technical training for the partners to enable them to differentiate themselves in the market. In addition, to help the partners manage customer engagements, Qlik is designating partner success managers to work with partners and develop best practices and collaterals. Furthermore, the company is updating every gear that partners use to work with the vendors, such as the partner portal and CRM system. Further, a new Ambassador program is introduced to recognize individual partner employees for exceptional customer service.

Leddy clarifies that the changes are not an effort to move Qlik sales to SaaS and remove partners out of the loop. Instead, he said, "We are trying to ensure that our partners are elevated along with us in the SaaS space. Our partners have been a huge contributor in the modernization of our customer base."

Qlik also highlights the services opportunities, which the company puts at more than $8 for every $1 of subscription revenue. The services include data management and migration, data literacy, application assessment, and data visualization development.

In addition, to boost up its current partners base to new business models and practices, Leddy said Qlik continues to recruit additional cloud-enabled partners, including solution providers who work with cloud platforms such as Amazon Web Services and Microsoft Azure.