Challenge
In April 2023, Westcon-Comstor launched PartnerCentral, a multivendor marketplace that enables partners to configure, quote, and order complex hybrid solutions—software, hardware, services, or a combination of all three, supporting the channel’s transition to subscription and solution service delivery models. It has since launched new integrated marketplace capabilities: an AWS Marketplace programme that provides partners with simplified and streamlined transaction routes; and Partner Insights and Intelligent Demand, which deliver in-depth insights into customer buying behaviour to help partners prioritise sales and marketing resources.
PartnerCentral marked a step change in Westcon-Comstor’s digital offering, so building awareness of the product and its capabilities with industry analysts was critical. The primary goal of CCGroup’s analyst relations programme was to identify crucial channel influencers, align messaging to ensure successful interactions, and drive interactions with tier-one and -two analyst firms to build awareness of Westcon-Comstor’s evolving offer and go-to-market strategy.
Solution
CCGroup recognised the importance of building awareness of Westcon-Comstor’s PartnerCentral marketplace. It is a central pillar of the business’ digital transformation strategy. The programme was designed to accelerate the company’s momentum with industry analysts by increasing interactions with Gartner, Forrester, IDC, and influential tier-two firms in the channel space, like Canalys. CCGroup arranged a series of briefings highlighting the distributor’s AWS Marketplace programme, PartnerCentral, Partner Insights and Intelligent Demand, and hosted online analyst events to drive analyst awareness and advocacy. A monthly analyst newsletter has strengthened Westcon-Comstor’s market presence, building broader awareness and helping position it as a thought leader in channel transformation.
