SAP Initiative Offers BI Partners Expanded Sales Opportunities

SAP's BusinessObjects software

Partners can use the program to market their software, including industry-specific templates, data structures and key performance indicators, to both potential customers and to other SAP channel partners to generate joint sales opportunities.

SAP is touting the program as a way for channel partners to broaden their marketing efforts and capitalize on investments they've made in developing business analytics content.

"The new build-and-sell model presents a compelling value proposition for all parties – customers, partners and SAP," said Fritz Neumeyer, SAP senior vice president of volume reseller and services partners, in a statement. "This new approach supports partners in delivering repeatable and sustainable solutions that are quickly deployable for rapid return on investment. The solutions are built upon the power of partners' industry or line-of-business expertise."

The new program is also a response to the fact that business intelligence products are increasingly purchased by departmental and line-of-business managers, rather than top-level CIOs, said John Wilkinson, SAP vice president of analytics, global ecosystem and channels, in an interview. That's driving demand for pre-built analytic content.

Through the program solution providers can offer packaged reports, key performance indicators, configuration templates, best practices and data models they have developed to run on SAP's BusinessObjects business intelligence and business planning/consolidation software. The partner-developed content is often focused on specific vertical industries, Wilkinson said.

The content is offered through the SAP Ecohub site and SAP Channel Partner Portal.

Performance Analytics Corp., a Markham, Ontario-based solution provider, has been looking for a way to expand sales of a financial consolidation "starter kit" application it developed on SAP's BusinessObjects financial planning and consolidation software. While a broad range of businesses could use the pre-configured kit, Performance Analytics hasn't had the sales and marketing resources to really ramp up sales, said Graham Finney, a partner with Performance Analytics.

"The timing [of the SAP program] was just perfect from our standpoint because this allows us to reach a much wider potential audience," Finney said. "We're changing our delivery model." The company has entered discussions with other solution providers about pursuing joint opportunities, he said, and the product is also more visible to SAP's own salesforce.

While there are only a handful of solution provider packages certified for the program, another 35 to 50 are in the pipeline, Wilkinson said. "This has already captured the imagination of the ecosystem," he said, noting the interest SAP channel partners have shown in the initiative.

To participate, solution providers must be certified to ensure the data structures of their products are compatible with SAP software, and that the partner has the necessary sales and pre-sales consulting abilities and marketing materials to accompany the solution. There is a 3,500-Euro fee for a three-year certification.