Fivetran Launches Enhanced Partner Program – Finance – Software

Logan Welley, Vice President of Alliances at Fivetran

Fivetran is launching an expanded channel program today as the data integration technology developer seeks to recruit global systems integrators to help the company expand internationally and encourage current referral partners to adopt sales movements of resellers.

The new program comes as Fivetran gains momentum in the fast-growing field of data integration through a major acquisition a year ago and strong relationships with leading cloud service providers.

“This is a maturation of our partner program in a way that we want to incentivize and work with our ecosystem partners,” said Logan Welley, Vice President of Alliances at Fivetran, in an interview with US CRN.

“We have expanded incentives to help us deliver the best possible customer experiences and engagements with our solution providers. We wanted to make sure our partners ultimately had the opportunity to work with us throughout the customer journey lifecycle,” Welley (pictured) said.

Fivetran, founded in 2012 and based in California, develops a number of data integration products, including data ETL (extraction, transformation and loading) and connectors. These tools play a vital role in helping businesses and organizations move data between operational systems such as ERP and CRM applications, databases, cloud data warehouses, and data lake analytics systems.

Gartner says the post-pandemic data integration tools market is seeing renewed momentum “driven by requirements for multi-cloud and hybrid data integration and data structure design patterns,” according to a recent Gartner report. Magic Quadrant for Data Integration Tools. The global data integration tools market grew 11.8% in 2021 (from 6.8% in 2020) to reach $3.8 billion, according to the report, and Gartner estimates the five-year CAGR ( 2021-2026) of the market at 8.5%.

In October 2021, Fivetran expanded its data integration technology portfolio with its US$700 million acquisition of HVR, a developer of high-volume data replication software used in complex and mission-critical systems. “The partners were excited to see the two technologies merge as they offered a complete solution,” Welley said.

Fivetran has also established close alliances with leading data cloud service providers such as AWS and Microsoft Azure and provides its data integration tools for data migration and centralization projects. In recent months, Fivetran has been named Databricks Data Ingestion Partner of the Year, Google Cloud Global Technology Partner of the Year, and Snowflake Data Integration Partner of the Year.

Fivetran’s original partner program, launched in 2018, was aimed at solution providers and regional/boutique system integrators who provided the company with referral sales. Today, the company’s channel and technology partners are involved in nearly every customer account, and in any given quarter, partners influence 65-75% of bookings, Welley said.

Welley said that given Fivetran’s current stage of growth, the company wants to better leverage the deep customer relationships that many of its solution providers and systems integrator partners have – hence the new program with incentives. , training and additional resources that encourage partners to resell Fivetran products.

Fivetran is also looking to leverage the reseller model as the company expands in Latin America, EMEA and Asia Pacific. In 2020, Fivetran opened its Sdney office – “the first of many sites planned for the region” – and an Australian data center.

Another driver of the new program is that it brings together HVR partners, including some of the industry’s largest global systems integrators, under one program.

The new four-tier program spans from the Registered Entry level to the top Elite level. It offers financial incentives and rewards to resellers, including rewards for selling in online marketplaces.

The program offers technical and sales training and badge certifications, marketing support and sponsorship opportunities, and access to a team of partner sales engineers, according to the company.

“We wanted to make sure that our technical community, especially our partners’ solution architects and delivery teams, understood all the components of Fivetran,” Welley said of potential use cases for the company’s ETL technology. company and the HVR replication product. “We wanted to make sure they understand exactly how the product suite can be positioned, and then ultimately how to implement it to create the best possible customer experience.”

Fivetran also plans to create regional partner communities designed to foster communication among partners and regional partner advisory councils to provide partner feedback to the business, Welley said.

As Fivetran continues to establish new distribution partnerships, Welley said helping current partners step up their game in resale and technical expertise are the main goals of the new program, rather than large-scale recruitment. new partners.

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Ryan H. Bowman