Partners are a critical asset to the overall success of Autodesk’s business

Alok Sharma
Director – Channels, India & SAARC, Autodesk

“The Partner engagement model (PEM) of Autodesk is an important part of our sales strategy and is a key element of the Autodesk Partner Program. The model provides a framework for how Partners may be compensated by Autodesk local entities for driving business with customers and for collaborating with Autodesk on business that Autodesk transacts directly with customers.”

A Channel Partner Program is a strategy to motivate and engage channel partners to create more value for customers. Not only do they bring in revenue, but they are also an important link between the brand and the customers.  Partners are critical to the overall success of Autodesk’s business. They have enormous impact on its sales, market share, innovation, and even brand recognition. The best part about partnership programs is that both partner and company benefit from the business generated, further assisting to enhance brand awareness, extend sales footprint, and grow customer base.
Autodesk is continually working to ensure its partners are highly qualified and are able to assist customers to utilize Autodesk products and services. The company is investing a lot through CDP (Channel Development Program). The objective of the Autodesk Channel Development Program (CDP) is to support partners ‘marketing and strategic business efforts by providing funding.
 

Autodesk is running two programs -
1.    MDF (marketing development fund) intended to support eligible partners by providing funding for eligible marketing activities.
2.    SIP (Strategic Investment Program) Funds intended to support partners undertaking a significant growth initiative. SIP allows Autodesk to invest in partners who have a commitment to developing a strategic business plan in order to achieve accelerated growth and transformation to a services-oriented solution provider in sales, customer success and consulting practice areas.

The premise of any Program evolution are company vision, business goals, and executive support. The basics steps Autodesk keeps in mind while designing the program are - 
1.    Accelerated growth & higher brand awareness
2.    Increased revenue & presence in new markets and verticals
3.    Simple and steady Program
4.    Drive Strong Channel Partner Capabilities and competencies
5.    Partner code of conduct
6.    Partner engagement model (PEM)