Channel Post speaks with Nidal Othman, Founder & Managing-Director of StarLink ME about the company’s expansion strategies on both regional and global level, and their commitment to the partner community on this growth curve.
StarLink claims itself to be a “True” Value-added Distributor, what true value do you bring to the table for channel partners and vendors respectively?
StarLink’s ‘True’ Value-Added-Distribution model disrupts traditional IT distribution. We add value to the entire purchase chain: the vendor, the customer and the partner. The goal is to bridge the gap between next-generation IT security vendors, with limited on-the-ground presence, and the reseller channel that has primarily been focused on selling traditional solutions. StarLink in turn becomes a full extension of the vendor on ground, from sales through to support.
To the channel, StarLink provides a comprehensive partner program called “The Path to Channel Autonomy” focused on maximizing lead passing and generation, enablement, profitability and revenue growth. And to the customer StarLink, has been recognized as a Trusted Security Advisor offering best-of-breed technologies to create awareness and education in the market with a vendor agnostic, technology centric approach.
StarLink’s corporate structure has key functional areas to support the business model including dedicated product management teams, on-the-ground business development teams in each country, customer success functions for post sales services, back office, finance and operations team, and marketing. StarLink’s post sales capabilities are fundamentally important to being a True VAD to ensure absolute customer satisfaction. The Customer Success division provides consultancy services, 24×7 technical support, certified training services, certified professional services, renewals, and security outsourcing services.
How do you enable your channel partners to stay ahead of the curve?
Channel empowerment is an ongoing initiative at StarLink and is at the core of our business strategy. This includes annual business planning, quarterly reviews, joint marketing activities and continuous enablement.
We incentivize the channel with lead passing to further motivate them to perform, while introducing them to new prospects to help them widen their markets. Further, the company introduces and aligns next-generation best-of-breed technology to channel partners helping them remain differentiated with improved profitability.
Currently, we are also in the process of launching our cloud marketplace to support those partners that are born-in-the-cloud, as well as, those transitioning to an MSP model.
How has your journey been in expanding your reach into the western hemisphere and where do you see StarLink on the global map after 2 years?
StarLink’s vision has always been to be the leading True VAD globally, by replicating our recipe for success around the world. Our mission in 2015 was to initiate the launch of new territories in the US, Europe, North, East and West Africa, all of which are now complete.
The journey to the western hemisphere has been exciting and fast paced so far, with fully activated regional HQ office locations, and locally operating teams already in both the US and the UK. Several vendors have already extended their distribution contracts into North America and Europe in support of our expansion plans.
Currently StarLink is rapidly building pipeline and channel networks in these new markets, while engaging with vendors to ensure that over time, the global portfolio is mirrored consistently across all regions.
The mission continues in 2018 with new resources being deployed across mainland Europe in the DACH, France, Benelux regions, as well as, additional investments being made into the other expansion territories.
What does your global ambition mean for Middle East?
The global ambition has no impact on our strong focus in the Middle East. The Middle East is StarLink’s home turf and still the highest revenue contributing region, therefore there will always be continuous investment being made in this region to ensure year-on-year growth, as well as, effective coverage for all our vendors.
What are your expansion plans in the Middle East and what kind of growth are you expecting from this region?
In 2018 we will continue investing in all Middle East countries with more resources, new vendors, supporting existing partners to scale their business, and reaching new partners. We are expecting at least 40% year-on-year growth in the Middle East.
