AvePoint is gearing up to launch a new programme rewarding its top-performing MSPs, amid a wider channel push.
Founded in 2003 as a direct-selling SharePoint migration specialist, NASDAQ-listed AvePoint today provides data management and data government solutions around Microsoft 365, primarily via the channel.
In the UK, it serves 15-20 UK partners directly and a further 280-300 via Ingram, TD Synnex, Arrow ECS, Infinigate, ALSO and Exertis.
“We evolved from a direct business to a direct and resell hybrid business, and from there to a resell and marketplace business. In the last two years we’ve put a real focus on a channel-first and channel-only model,” Chris Shaw, UKI Country Channel Manager at AvePoint explained.
“We’re in the process of building out a really engaging, robust MSP programme,” Shaw continued, emphasising that the goal is to “recognise serious contributors”.
“How do we make it more attractive to the ones that are at the top end that have higher ceilings?,” he said.
“If we’ve got 20,000 seats with an MSP, but they’ve got 50,000 seats in total, how do we help them sell? How do we help them bridge that gap from 20,000 to 50,000? How do we help them beat off the competition?”
Shaw added: “Our VP of Distribution Channels has moved across with our Chief Brand Officer to focus specifically on MSP, and the wider business is investing more into that in terms of MDF budget, marketing and technical resources.”
Platform play
Despite conceding that it is “probably best known for backup”, Shaw stressed that AvePoint provides a full platform play around Microsoft that also spans cloud migration, compliance and governance, analytics and learning management.
This means it rubs shoulders not only with the “usual suspects” such as Veeam, Rubrik and Commvault, but also the likes of Varonis, Microsoft Purview and LinkedIn Learning.
“The platform play is a really big differentiator,” Shaw said. “It gives the MSP the ability to take the customer from cradle to grave in a data lifecycle management process.”
The new MSP programme should make its debut in the summer or early autumn, Shaw said, noting that it takes more thought than a regular reseller scheme.
“Because we deliver the pricing through our marketplace, it’s very difficult to tier MSPs in the same way as the reseller programme,” he said.
“With resellers you can say ‘tier one gets you 20%, tier two 10%, and tier three 5%’. But it’s trickier in the MSP space. You have to do a loyalty progamme, build marketing campaigns, offer some MDF.”
AvePoint CEO and Co-Founder, Dr. Tianyi Jiang, on Thursday said it had got off to a “very strong start to the year” as it topped its Q1 guidance (revenues leapt 25% to $74.5m).
“The share price is up, and we’re growing really well. And most of that is down to the channel and how we’re building trust in our brand at that level,” Shaw concluded.
