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A Few Good
Art Garcia is on a hunt for buried treasure. Since last November hes been the leader of a team thats looking for the HP 3000 channel. Skeptics might say HP is looking for whats left of 3000 partners after the glory days of the last decade. As Business Manager for the HP 3000s Americas region, Garcias job is to discover whats happened to the systems resellers and make them more successful. He works in the relatively new Americas Marketing Center for the Enterprise Systems Group (ESG), a resource that serves several product lines including the HP 3000. But Garcias job is all-3000, and hes actively looking for the partners HP needs to increase 3000 sales.
Thats what brought him to our notice not long ago, when he called to discuss ways to help locate those partners. He arrived at his current post last November from a job in the mobile products group of HP, the handheld PSG business that delivered marketing manager Roy Breslawski to CSY a few months earlier. Garcias 10 years of HP experience include managing channel development for those mobile computing products, inside sales and a stint as a hardcopy product manager.
This year Garcia is a key player in
goal of 30 percent new business for HP
3000s during fiscal 1998.
Hes also on the critical path for the
success of IA-64 in the
3000 line; analysts say CSYs move to
support the architecture
will only be significant if enough software
providers write for
the new systems. A growing installed base
and good prospects for
new customers will motivate those
providers. Garcia means to deliver
the extra impact of the new Marketing
Center with changes in hand.
Earlier this year the 3000 resellers and
ISVs saw a change in
marketing funding through co-op dollars, a
new program that demands
a plan before any funding changes hands. We
asked him to explain
the changes that will impact the
3000s channel, as well as estimate
how much gold is in the hills of the
systems partner community.
Garcia believes theres enough of that
existing, buried treasure
to avoid having to dig too deeply for new
This is an incremental investment, above
and beyond what CSY has
been able to provide in the past. It puts
extra focus, attention
and resources in the form of our team and
everything we do with
the Americas channel partner.
We provide a day-to-day contact for the distributor with our field partners. We do planning, manage the relationships and champion for the distributors to CSY, along with HP sales force. We have also extended that model to second-tier resellers.
A large part of what we do is also working with our HP field partners in direct sales. Different elements of my team partner with the sales force, whether were in a situation with a channel customer approaching an end-user customer, or an HP direct sale going to the end-user customer through one of our channel partners.
Part of my team basically divides our
responsibility up geographically
for sales development. I have somebody that
covers the East Coast
for us, somebody covering the middle part
of the country and another
representative, Wayne Domke, who covers the
Western part of the
country. These are the product line sales
I look at engaging those over the next
three to six months, trying
to understand whos really active.
Having said that, I would say
that well be particularly interested
in working with application
partners from a marketing viewpoint.
Its those kinds of solution
partners that can bring HP 3000 customers
to the platform.
If you have an application geared towards OLTP, or positioned towards worry-free, business critical computing if thats your proposition as a solution provider, then Id say theres a very good likelihood theres a good fit.
Were trying to identify HP 3000 software partners and focus on our relationship with them. One of the ways were doing that is to co-host with the distributors an appreciation function at HP World. [ESG group vice president] Bill Russell will be speaking, as well as Harper Thorpe, and there will be functional management there for interaction
Id also like to encourage ISVs to
start thinking about getting
together to provide more of a comprehensive
and integrated solution
for HP customers. We hear a lot from our
end-user customers that
they still need hardware support. The 1-2
punch of an ISV and
a hardware reseller is a much better and
stronger solution. That
partnering works better when they
dont cross over too much.
What kinds of resources would you
like to see for 3000 customers
to locate applications and ISVs?
The applications are a different game, since they bring an element of new business and new customers as a primary objective. Its [a direction] were headed in this year, bringing new customers to the platform. In order for that to happen, it has to be driven by an application solution of some sort. The application addresses the customers business need, and the HP 3000 hardware we drag along in a new business sale. Working with application partners is always important.
In bringing new customers to the
platform, were very interested
in working not only with existing
application partners who do
that, but with any partner who thinks they
have a solution.
In addition, we think the value of the channel to the end-user increases because of the higher-impact activities they will be able to carry out. Its primarily a plan-based model overall, but the details are HP proprietary and Im not in a position to talk about them.
The old model did not work out in the way we had expected to, or the way the channel expected it to roll out. We had feedback from our end-user customers that they wanted to see some changes in the model. They asked for changes in how we addressed our channel partners. The funding model is a large part of that, because thats what really drives channel partner behavior.
Customers have told us in a lot of cases theyd like to see more value-added [services] coming from our channel partners, as opposed to our opportunistic sales generating activities. For example, we had a lot of behavior in the channel where the same base of resellers were concentrating on a certain set of HP 3000 end-user customers and yet there was a larger population of customers that were not being addressed by the channel.
On the West Coast, a good example that
we rolled out to remedy
this is called Customer Care. The intent is
to align channel partners
with key end-user customers in certain
geographies. This builds
relationships on a fairly exclusive basis.
The idea is that the
channel gets a certain territory, a set of
customers they would
be able to own and manage exclusive to any
My team has been brought together with the mission of empowering and engaging and building a successful HP 3000 channel of distribution. We work with distributors, resellers, and the very few VARs that are out there [like Smith-Gardner, Amisys]. Our role is to engage above the levels of investment CSY has ever made. With the new Marketing Center-centric model that were going to, well be able to put a level of attention and investment with our channel partners that weve not been able to get to before.
A lot of different activity in surveys
is defining what the needs
are of the respective channel partners. Our
program, which isnt
final at this point, is intended to meet
the needs of the channel
partners in those respective spaces. The
details and criteria
are believed to be HP confidential.
One way to transcend most of the
boundaries is if you are able
to show significant value-add in your sales
model. Typically that
can be with an application.
Copyright 1998, The 3000 NewsWire. All rights reserved.
Copyright 1998 The 3000 NewsWire. All rights reserved