IBM Pushes Partners to Deliver AI-Driven Consultative Selling
IBM is stepping up its efforts to empower its reseller partners to deliver more than just order fulfillment and installation. The company's goal is for partners to become trusted advisers, providing customers with strategic guidance and high levels of support around artificial intelligence (AI) and data management.
The vendor has a well-established channel, working with various partner types, but IBM recognizes that customer expectations are changing. Mark Osborn, AI and data ecosystem leader of EMEA at IBM, said that customers look for partners to deliver value-added services, not just technical enablement.
Osborn stated that the company is committed to investing in its partner channel, providing resellers with access to education, sales, and technical enablement tools. This includes making internal training available for free through the Partner Plus program. IBM also offers partners a range of established and emerging products to take to market, including Watson X.
The company aims to grow the business through the partner channel, with Osborn noting that a significant proportion of their business already goes through partners. Trustmarque Ultima's recent Fusion Live event provided an opportunity for IBM to discuss its plans and encourage partners to adopt AI and data management solutions.