Google Cloud Details Huge Investment in Growing Partner Ecosystem
Google Cloud plans to double spend on programs, incentives and training for partners, also bring partners and channel sales together.
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What is behind the huge growth of the Google Cloud partner base? Simon Aldous, Google Cloud’s channel leader for UK & Ireland, says the increased adoption of cloud has caused partners “to up their game in all things service and solutions.”
“We champion our partners expertise and knowledge to ensure they reap the benefits of this unprecedented level of interest,” he said. “We’re committed to growing our ecosystem in the areas that our partners need it most and are investing heavily with our partners in cloud migration and hybrid/multi cloud services across verticals to meet the growing customer demand for industry-specific solutions.
“Additionally, we have a number of processes in place to support partners and help them grow with us. Our Partner Advantage Program forms the foundation of our partner relationships, and we use it to equip partners with the information, tools and learning paths to make the most of working with Google Cloud.”
Aldous said the company has significantly upped investment in this area. This includes broadening incentives to reward partners for sourcing new customers and delivering outstanding implementation services.
“The partner ecosystem is a two-way street; we consider our partners invaluable and are always willing to give back as much as we get.”
Moving forward, Aldous said that Google Cloud’s goal is to have 100% partner attach across all sales.
“As new customers from new sectors, with new needs, turn to the cloud, our goal is to attach appropriate partners to 100% of these engagements,” he said. This is particularly relevant “in the delivery of critical implementation, migration and managed services for customers.”
“The channel partner ecosystem acts as a bridge between Google Cloud and our customers, enabling us to deliver bespoke and specialised solutions to each and every one of them.”
Aldous said this year, Google Cloud is pushing harder than ever on channel partner support. The goal is to create a more streamlined go-to-market approach for both partners and customers. This will see the firm bring its partners and channel sales team into a singular organization.
“We plan to almost double our spend on the partner ecosystem in the next few years,” said Aldous.
The company is also upping its commitment to resources, incentives and training.
“Over the last few years our SIs and ISVs have proved integral in implementing customised cloud solutions and responding to the rise in demand. This year, we plan to give back through new programs for lead generation and lead sharing with SIs, go-to-market programs for industry-specific SI solutions, new monetisation models for ISVs with Google Distributed Cloud and more.
“Through these changes we hope to build on our joint, significant, momentum in the market.”
Importantly, cloud is also facilitating the detachment of the influence chain from the transaction chain, said Aldous.
“The evolution of the cloud has facilitated changes in how customers can procure the technologies they need. Typically, they can now access and buy directly from the vendor, leverage third-party marketplaces, use aggregation platforms and also continue to use their preferred partner. Customers can easily take guidance from a consultancy, systems integrator, managed service provider or their preferred partner, and procure through a different route if it better fits their business needs.”
The channel exec said this wasn’t necessarily the case in a world orientated around traditional hardware and software on-premises solutions.
“Previously, the same partner would typically inform and influence the decision as well as provide the product and service solution. [This was] especially in the case of midmarket, and small and medium sized businesses,” he said.
Those third-party marketplaces bring both opportunities and challenges for partners, said Aldous. They are based on two things: choice and accessibility.
“Marketplaces offer customers the convenience of a one-stop shop for cloud-integrated solutions and partners a platform to expand sales reach and shout about their services. However, with choice comes competition. Partners must not rely on listed services to sell themselves. The rise in cloud services means partners must leverage their place in the marketplace to differentiate from their competitors. They must stand out from the crowd, communicate their value-add and offer bespoke services where necessary.”
Looking to the future, Google Cloud is focusing on increasing the pool of those entering the space, said Aldous.
“The struggle to hire, train and retain top cloud talent is an ongoing issue in the market,” said.
He added that one way Google Cloud is looking to solve this is through its Project Katalyst cloud training program.
“The 12-week long initiative, currently being piloted in London with our charity partner Generation UK, is designed specifically for underrepresented and underprivileged individuals who are looking to gain both workplace and technology skills. The launch of this course was on request from our partners, 17 of which have job opportunities available for participants after completion.
“Through initiatives like this, we hope to provide partners with a reliable source of diverse and well-trained individuals, and participants with an invaluable skill set to kick-start careers in the channel.”
Looking to the future, Google Cloud is focusing on increasing the pool of those entering the space, said Aldous.
“The struggle to hire, train and retain top cloud talent is an ongoing issue in the market,” said.
He added that one way Google Cloud is looking to solve this is through its Project Katalyst cloud training program.
“The 12-week long initiative, currently being piloted in London with our charity partner Generation UK, is designed specifically for underrepresented and underprivileged individuals who are looking to gain both workplace and technology skills. The launch of this course was on request from our partners, 17 of which have job opportunities available for participants after completion.
“Through initiatives like this, we hope to provide partners with a reliable source of diverse and well-trained individuals, and participants with an invaluable skill set to kick-start careers in the channel.”
Google Cloud says it is “pushing harder than ever” to support its partner ecosystem. Plans include bringing its partners and channel sales team together into one organization. It also aims to almost double its spend on partners in the coming years.
Google Cloud’s Simon Aldous
This partner-first strategy is helping to differentiate the cloud provider from its competitors, says its UK&I channel leader. Simon Aldous says the Google Cloud partner ecosystem “and the industry-specific expertise and solutions it provides [are] integral to our growth strategy.”
Indeed, the firm has seen a 400% increase in partners entering the Google Cloud ecosystem. At the same time, it is reporting a 250% increase in partner revenues.
“Partners are choosing Google Cloud to drive the next stage of their business because we are choosing to prioritise them,” said Aldous.
See the slideshow above for our interview with the channel exec to discover what’s behind Google Cloud’s partner growth and its plans to growth its channel.
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