Nutanix continues to be the market leader in the implementation of HCI, Hyper Converged Infrastructure. As the inventor of this technology, she has helped many companies make information technology more verifiable. Customers are very satisfied, as evidenced by NPS +90. It’s time for an update, especially now that there is so much interest in the role of channel partners.
Hyper Converged Infrastructure (HCI) was the game-changer that made Nutanix great. Hyper-Converged Infrastructure is a unified, software-defined system that combines all the elements of a traditional data center: storage, computing, networking, and management. This flexible and scalable infrastructure gives companies the opportunity to rationalize their data center as well as offer it to partners across the hybrid cloud. There are now more providers of HCI solutions, however Nutanix has been able to cement its leadership role.
As DutchIT Channel, we had the chance to catch up on a great conversation with Christian Alvarez, Global Channel Sales Leader for Nutanix and Sven Schoenaerts, Director of OEM Channel and Alliances Nutanix North East Europe. They offered their vision for the immediate future of Nutanix and the channel partners’ role in it all.
Customers appreciate us
Christian: “Nutanix takes pride in business results. In these turbulent times as more and more companies realize the benefits of HCI, we continue to play an important role with NPS +90 that has been going on for several years. This high score is not only Nutanix’s success, it is the result of the close collaboration between Nutanix and its partners Our OEM partners, including well-known names like HPE and Lenovo, also contribute to the success. The Nutanix software works perfectly on these partners’ devices Readhat and Citrix are now partners that seamlessly integrate into the Nutanix family. Therefore, the ecosystem is becoming increasingly extensive.
Fully committed to partners
Cristian Alvarez: “For Nutanix, partners are important to success. They bring our products to the end user and that should be appreciated. The market for this product is large and the opportunities to serve more areas are growing. We at Nutanix believe that with the right partners we can reach the market Optimally. In particular, modernizing the use of the cloud (hybrid) is an important spearhead. Nutanix has done it well and with the help of the right partners we can differentiate ourselves. There is fierce competition, but Nutanix can make a difference with its partners.”
Changing market conditions sometimes require new insights. That’s why the 2-year-old Elevate Partner Program was also scrutinized. Christian: “The existing partner program rewards the partner for bringing in new clients. We now also need to focus on deepening the relationship with the client. Incentives have been developed to encourage partners to implement new services for their clients. Simplicity, predictability and ease of use are the core values of the services, and the partner can translate this on immediately leads to successful solutions for his clients. We need such a strategy to continue to grow and our partners can play a central role in that. Ultimately, it also increases the profitability of our relationship.”
The way information technology is consumed is also changing. Although it was previously capital investments in hardware, everything with the new strategies is more based on OPEX and subscriptions being the focus. Subscriptions provide a predictable source of income over the entire term. Nutanix and partners can benefit from this together. This is recognized in the Partner Program. Sven: “The hints of our partners are of paramount importance. Together with the partner, we enter into a relationship with clients and both reap the benefits. This is the essence of New Wind: not only rewarding for attracting new clients, but also sharing in success through fixed income streams.”
Renewing subscriptions on time is a task in which partners play a major role. They monitor these processes and try to expand the solid base.” Christian: “In principle, the relationship with the client is always done through partners. They manage that relationship. This doesn’t change the fact that support questions often get directly to Nutanix employees. And a seamless collaboration between Nutanix and a partner. Most recently, Nutanix took the big honor by taking the championship title in the 2021 Canales Leadership Matrix for the EMEA, Latin America and Asia Pacific regions. These findings are based on analysis conducted by Canalys experts who specialize in advising on key trends in the IT channel.” 800 Canalys survey participants. So it is a representative study and proof that Nutanix, whose partners claim their most important customers, is being heard.
This makes the lines of innovation clear. Now it is basically a commission on the first transactions. But the partner is making significant investments to attract this client and this means that the returns will grow in the long run. The new idea takes this into account. So the future has a split approach in which the returns of the partner are realized over the life of the relationship. This is the trend that confirms the changes in the world of information technology. Short impulsive actions turn into lifelong relationships with monthly subscriptions that guarantee a steady source of income.
The Benelux leads the way
Sven: “The Benelux market is a leading market. The latest trends are rapidly gaining ground here. Therefore, partners gain more independence in working with customers. Since Benelux is at the forefront of implementing the latest innovations, our partners can guarantee their success by carefully listening to the customer and proposing services occasion. That’s why Nutanix continues to invest heavily in innovations that will ultimately make customers more successful.”
Written by: Hans Stemann