Genesys India leads with a partner-first strategy

Avanti Misra
Director Channels and Alliances - Genesys India

“For a populous, diverse and technology-led country like India, we believe in the power of collaboration. It became especially important following the pandemic, as organisations grappled with the changing business requirements and an increased need to adequately support customers in spite of the challenges.” 

For Genesys, partners play a significant role as an extended arm to drive business profitability, and they are an extension of the sales function and key to its go-to-market strategy. Genesys is witnessing an industry complexity that is stacked with an ever-evolving partner ecosystem – ranging from traditional Global System Integrators (GSI), Distribution and Services groups, to a new breed of partnerships that include Independent Software Vendors (ISV), Consultants, Technology Co-selling, Telco partnerships, Referrals, etc. With a strong partner ecosystem laying the foundation to scale in the market, Genesys has built sustainable partner programs to succeed in the market. It believes in a partner-driven framework that ensures efficient business functioning is absolutely mandatory for every original equipment manufacturer (OEM). 

Genesys India leads with a partner-first strategy. It has built an ecosystem around Experience as a Service; the vision to help organisations orchestrate seamless experiences through the coordination of technology, interactions and touchpoints across the end-to-end customer journey. Genesys runs an advanced and mature partner program called Genesys Ascend which defines the framework for its entire ecosystem of GSI, Telecom, Consultant, Technology, business process outsourcing (BPO), Distribution and Service Partners, for scaling up business. The objective of this program is to empower partners with differentiation in positioning themselves based on their commitments and investments in the business practice and broaden the commercial path for partner success. 

The program is built and categorised on metrics such as skilling, coverage and capacity to grow the market space for Genesys. Typically grouped under elevating tiers/levels – ranging from local authorised to global platinum, the program offers partners differential cost and support benefits for higher capabilities. It also rewards partners on multiple levels with incremental rebates for achieving Genesys’ objectives in terms of new market acquisition, migrations to the cloud, competitive displacement, etc. This is further supplemented with investment dollars for strategic partnerships to run some unique scale GTMs which could be structured around building skilled resources, ramping up the pipeline, providing unique differentiated consumption models, or even co-innovating to build compelling solutions to address the market needs.