If it’s Low code or No Code why does RPA products need to stress on Channels/Alliances?
I have come across this interesting article by CRN India - https://www.crn.in/features/automation-anywhere-looks-to-scale-up-partners-contribution-in-india/
Automation Anywhere is heavily counting on Channels? Wow! Seems inevitable for Automation Anywhere to completely ignore the Channel though on the other side they have been campaigning to Direct Customers that they do not need any middle men to Automate your work!
The truth is all Customers are heavily jammed with (System Integrators) SI and they can’t be ignored in your sales cycle doesn’t matter whether you make Low Code/No Code or even Auto Code you need an advisory support from Big 4, Implementation & training support from Consulting firm & institutes and Technology integration provider taking care of the support system (After service department).
Partners/Channels are always double-edged sword and one RPA Vendor cannot be relied on them always since they focus on Technology Agonistic in order to mitigate the risk of being relied on ONE and also to gain the competitive trust from Customers. Channels are always Customer driven and they shall come to RPA vendor only for gaining competency, no matter how much Enablement program that RPA vendor coins to Channels as they are going to be greedy, greedier & greediest about Training & discounts on the licenses.
Also, RPA vendors should understand that main business for Channels/Partners are NOT getting the profit from License sale but the value-added services that they provide to end customers are the main cash cow.
The only way for any RPA Vendor to get the loyal attention from Any Channel is to involve them in their product road map discussions and share the loyalty for the features being R&D by channels, in this way RPA vendors are creating a complex network with Channels where they also cannot avoid RPA vendors in return.
Instead of offering only discount on license Sale & capability training alone, take the help from Channels in return as joint development program shall create a competitive offering to the end customer counting the inevitable process expertise from Channels too!
Also, one should not forget the fact that most of the SI’s now started building their own RPA framework as they have realized that they are losing their customers directly to RPA vendors instead they have started engaging with their own Automation framework platforms build in DotNet platforms.
About Author:
Balaji Hariharan is a visionary & Speaker towards having right mix of Platform & People for a Sustained growth of economy towards future.