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Avaya targets EU channel partner growth in 2015


  • Aims to grow midmarket partners in key EU regions
  • Networking partners to double across region
  • Growth will increase geographical footprint and mean more specialist knowledge among partners

Guildford, UK - Following strong quarter-on-quarter progress in 2014, Avaya will significantly expand its European channel programme this year, with a target of doubling its networking partners across EU and increasing by up to 50% its midmarket partner base in select European countries.


The ambitious expansion plans are in response to the European market opportunity and the increase in customer demand for the Avaya solutions portfolio. Avaya is offering new and existing partners comprehensive training on its portfolio and the opportunity to broaden their sales techniques in order to deliver the best possible solutions to customers. The training is offered as part of its strategy to ensure partners who commit to working with Avaya are primed to succeed.


In December, Avaya ushered in a new “Era of Effortless Engagement”; simplifying its extensive product portfolio into three easy-to-understand solution sets: Customer Engagement, Team Engagement and Networking.  This change in positioning offers a fresh approach to sales, enabling Avaya and its partners to more effectively engage customers in conversations about how to achieve their business goals and necessary outcomes. 


To support this, Avaya is rolling out training and workshops to help partners adopt a consultancy-led, solutions-based approach to sales that businesses today require and that Avaya’s Engagement strategy offers. Avaya expects this approach will help generate increased revenues for partners across Europe.


The company has seen steady growth in European midmarket revenues since the launch of its dedicated midmarket channel programme, iConnect, in October 2013. As a result, it is expanding iConnect across Europe in 2015; increasing the capacity of current partners, as well as recruiting both new and existing resellers that would like to move into the midmarket.

A majority of the company’s new midmarket partners are expected to come from Northern and Eastern Europe.


Networking is another key growth area for Avaya, as organisations realise the critical role that next generation networks play in the running of business in the 21st century. The Avaya Fabric Connect architecture delivers unique capabilities unavailable from any other vendor globally. The massive simplification of network installation, configuration and maintenance that the Avaya network portfolio permits is fuelling double digit growth of the Avaya Fabric customer base and attracting interest from customers and partners that may not have the extensive technical expertise historically required for managing and maintaining network installations.


Responding to this increased demand, Avaya aims to double the number of its networking partners across Europe in 2015. In order to fully support this growth, the company is refreshing the networking component of its channel programme, investing in new partner portals and demo technology and updating the order process.



“The customers that our partners engage with are changing – they are less interested in technical detail and more concerned with how a solution can help them meet multiple business objectives. Our new Engagement approach equips our partners with the skills and solution set to do this, enabling a fresh conversation focused on achieving customer goals. We believe the net result will be increased revenues for our customers and, in turn, our channel partners.  As a result, we expect to see healthy growth in our channel programme across Europe this year.”

Andy Litherland, head of EU channel, Avaya


“The EU midmarket is growing rapidly, creating an enormous opportunity for our partners focused on this market. The breadth of our midmarket offering remains unique and we have seen phenomenal demand from mid-sized customers who want end-to-end enterprise-quality IT that is simple to deploy and manage. We are excited to be expanding our partner network during 2015 to meet this demand.” 

Ioan MacRae, head of EU midmarket, Avaya


“Avaya’s approach to channel sales and its investment in the programme is helping us to meet the needs of our customers, in a way that our competitors are simply not doing. Thanks to Avaya, we have a very healthy pipeline that should bring us solid revenue growth throughout this year.”

Steve Watts, Sales Director, Pennine Telecom


About Avaya:
Avaya is a leading provider of solutions that enable customer and team engagement across multiple channels and devices for better customer experience, increased productivity and enhanced financial performance. Its world-class contact centre and unified communications technologies and services are available in a wide variety of flexible on-premise and cloud deployment options that seamlessly integrate with non-Avaya applications. The Avaya Engagement Development Platform enables third parties to create and customise business applications for competitive advantage.  Avaya’s fabric-based networking solutions help simplify and accelerate the deployment of business critical applications and services.


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