Ziff Davis Internet
News & Resources for the IT Reseller
NewsReviewsTech AnalysisCommentarySecurityLinux/Unix
My Account |  

Markowitz  
Beware of Google’s Channel Intentions
By Elliot Markowitz


Google wants the channel to help it get into corporate accounts, but the company is limiting marketing support for partners. Something is amiss here.


Have you heard the news? Google is looking for channel partners. Zippity doo dah.

If I had a dollar for every company… No, scratch that. If I had even a dime for every company that for the past 15 years has told me it is aggressively recruiting channel partners, then I probably wouldn’t be in Midtown Manhattan right now writing a channel column but instead sitting on a beach somewhere with drinks that have those tiny umbrellas in them.

ADVERTISEMENT

But such is life.

While it is admirable that the search engine megalopolis is looking to crawl into even more nooks and crannies in the abyss-like realm of searches, and has identified the VAR community to help it do that, I am not totally convinced Google is an ideal channel partner. I may be a lone voice on this one, but hear me out.

What Google mainly brings to the table is a big brand name with which to partner and probably the most efficient search capabilities. Better search capabilities inside corporate databases are sorely needed. But, my friends, there is more to being a good channel partner than brand recognition. Much more.

If you asked any VAR on the street—yes, they are easy to pick out—what are their top three gripes when dealing with a technology partner, I bet more often then not two of those issues revolve around fear of direct competition and not enough support.

Is Google’s intention to build a true value-added channel, or is it temporarily using VARs as a means to an end to get its Google Mini and Google Search Appliance technology more into the corporate world than the consumer world? If you are considering being a partner and investing time, money and training, and willing to bring Google into your prize accounts, you had better have a strong comfort factor that this is a long-term relationship, not a flash in the pan that will leave your services out on the front stoop in a year’s time.

Short-term business partners are bad business partners. Oh by the way, they want you to pony up $10,000. This from a company that has more cash on hand than some third-world countries.

PointerDavid Coursey asks, “What’s it all about, Google?” Click here to read more.

If I were a VAR, I would be very skeptical of Google’s long-term commitment to the channel for the mere fact that it said sales and marketing support for this effort will be limited. Come again? One thing Google does not lack is a sales and marketing budget. In fact, the company’s massive branding reminds me of the mighty Microsoft marketing machine. So if the company is so committed to the channel, why isn’t it putting more resources behind it? This is a question every VAR talking to Google executives should ask before signing on.

The company doesn’t seem to have a problem spending on brand awareness all over creation, but limits its funds when it comes to supporting the channel. That to me, folks, is where the rubber meets the road. (I was trying to think of a cute search metaphor but couldn’t, sorry. Crankiness makes me tired.)

My point in all this is that VARs need to be careful about their partnering choices. Brand recognition takes a back seat to commitment, trust and long-term support. Google may have good intentions here, but I am not so sure, based on what they have said to date.

Feel free to e-mail me if you want to try to change my mind but I have seen many shallow channel programs in my time and VARs need to proceed with caution before jumping on the latest bandwagon.

Elliot Markowitz is Editor-at-Large of The Channel Insider. He is also Editorial Director of Ziff Davis Internet’s eSeminars. He can be reached at [email protected]

     
Email


TALKBACK

MICROSOFT RESOURCE CENTER
Get your SQL Server 2005 application to market.
Front Runner helps you build, test, and market your SQL Server™ 2005 application faster and easier. Enroll now!

Join the Microsoft Empower program for ISVs.
A relationship with Microsoft allows you to compete with the big dogs. Learn more about resources, tools and training. Get the documentation >>

Test your licensing I.Q. and get a smart offer.
Take Microsoft’s brief Windows® Licensing Pop Quiz and receive a free Windows Licensing Kit – only five questions. Take the quiz now! >>
Free Hands-On Training Lab
Find out how key features of SBS 2003 can help you open up a new line of revenue. Register now >>


SBS 2003 Sales Reference Card
This handy reference card contains features at a glance, sales objection handling, pricing guidelines & more. Get it now >>


Complimentary airfare with Windows Genuine Advantage.
Find out how customers can receive complimentary airfare for two (with purchase of lodging) and more with Windows Genuine Advantage.


 
FREE 30-DAY TRIAL
Web-based Business Process Management from Intuit QuickBase

Increase visibility and accountability for everyone with the easy, flexible, affordable QuickBase from Intuit.
  • Manage Projects, Sales, IT Assets, Docs, Budgets & More with a Single Tool
  • Reduce costs with Nothing to Install or Maintain
  • Control Access to Data
  • Perfect for Mid-size & Large Firms


  • Learn why 31 of the Fortune 100 firms use web-based QuickBase – try it free for 30 days!
    Attention Microsoft Solution Providers!



    Want to gain a competitive edge? Try Microsoft Watch – FREE!



    Each week you receive:
  • Microsoft News and Insider Information
  • Expert Analysis
  • Code Names of Upcoming MS Products
  • Year-Ahead Calendar, updated monthly



    Click Here to sign up now for your FREE 14 Day Trial to Microsoft Watch.
  •  
  • New offers with Windows Genuine Advantage.
  • Take charge of your MSP future with N-able’s MSP StartUP Program!


  • POPULAR TOPICS
    CHANNEL INSIDER BUYER’S GUIDE
    •Catalog Publishing
    •Dealer Management
    •Order Configuration
    •Price Management
    •Sales Management

    View All >

    CAREER CENTER
    Search the jobs you want & get the info you need – post your resume here today!

    Powered by Dice
    SPECIAL REPORTS
    White Boxes
    MS vs. IBM
    Linux in the Channel
    Network
    CHANNEL RSS FEED
    Stay in the Zone
    Put The Channel Insider on your desktop.
    FREE NEWSLETTERS
    Subscribe to The Channel Insider: Channel News, Reviews, Resources and more.

    Make your selections below:


    Contract Watch

    The Channel Insider Update

    Preferred e-mail format:

    Enter your e-mail:


    view all newsletters >>
    Channel Insider Quick Links
    Ziff Davis Footer Logo