Founded in 1985 as Symark, the company experienced nearly 300 percent growth between 2003 and 2008. They acquired BeyondTrust in 2011 and re-branded under that name. Today, BeyondTrust is a profitable, privately held global cybersecurity company that counts more than 4,000 organizations as customers, including half of the Fortune 100.
After several key acquisitions, Vice President for Strategic Alliances Joseph Schramm launched several key initiatives in 2016 to grow the channel. In just one year, channel business is up 100 percent year over year and business through the channel has grown from 15 percent of the business to between 25 and 30 percent. “We have made significant investments in our channel program... demonstrating our commitment to the channel and our partners” said Schramm.
But this fast growth hasn’t come without its challenges. A growing and maturing partner channel requires an all-in approach, and while BeyondTrust had made significant investments in its existing enterprise CRM, they soon found that it was simply turning into an inefficient content dumping ground.
THE BACK STORY
Even though BeyondTrust’s partner channel was growing and thriving, it soon became clear that the Salesforce Communities platform they’d invested heavily in was being used inefficiently. To stay ahead of channel growth and enhance the partner experience, they needed a partner platform to give them needed visibility while enhancing channel productivity.
They quickly realized that adding functionality to Salesforce would be cost-prohibitive. Yet, given the investment they’d already made, didn’t want completely dump it. So they launched a search for a cost-effective partner platform that could grow with them, while providing seamless integration with Salesforce and increasing partner engagement.
“We considered three other solutions, but it really all came down to the right fit,” said Colleen Grounds, director of channel marketing. Two enterprise-level solutions provided much more functionality than they needed, while the third delivered some of the right out-of-the-box functionality, but required costly customization and coding to give them the flexibility to grow as the business and channel grew.
The Allbound platform delivered what other solutions couldn’t: A flexible tool that allowed a deep level of customization while scaling to grow as the company and its channel grew.
BeyondTrust launched their new Allbound partner portal in 2016 with a live webinar for their entire global partner channel, and regularly promote it via a combination of personal outreach and digital communication channels.
“The platform is just so naturally easy for our partners to use, and completely branded to look like our own portal, which also helped drive adoption,”
-Coleen Grounds –Director of Channel Marketing
The bi-directional integration with Salesforce has also significantly simplified and improved the partner experience. “Fields in Allbound are automatically populated with data from Salesforce and vice versa, which is great for partners that change territories or regions,” said Grounds.
Grounds especially appreciated the ease of deployment, which took less than a month:
“The Allbound team was there throughout the process, both with documentation at every step and with weekly meetings with their customer success team and our operations team to ensure the integration went smoothly.”
With Allbound, BeyondTrust is able to:
- Increase partner engagement and productivity.
- Easily track and analyze MDF requests and eliminate manual processes.
- Granularly track usage and sharing of content by partners and customers.
- Generate detailed reports and scorecards.
- Share leads and deals between partners to keep the sales cycle moving.
Grounds says that Allbound’s value lies in both its customer service and technical expertise: “We were extremely pleased with Allbound, both from a customer service and an operational perspective. I can ask their advice on anything and they’ll come back with two or three solutions. So it’s not just the platform that’s knocked our socks off, it’s the amazing service that they provide to us.”
“The entire experience with Allbound has been so great internally as well as with our partners, I wouldn’t change a thing!”
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