Having used its direct sales force to approach individual retailers in New Zealand and Australia, 11Ants Analytics recognized that, to achieve global scale, it would have to rely on partners. However, there were two challenges: They needed to build a partner program that would attract large industry-focused partners that would want to resell its Retail Analytics Solution (RAP), but they didn't know how to engage North American partners.
11Ants needed a sound Go-To-Market (GTM) strategy to engage new partners, more customers, gain greater international visibility, and realize incremental sales. As an Azure Independent Software Vendor (ISV) partner and the winner of Microsoft New Zealand's Innovative Software Product of the Year award, 11Ants Analytics was invited to participate in the Global Expansion program. This is a benefit Microsoft extends to select ISVs to assist them in expanding internationally.
Working with Microsoft's agency, AIM International, 11Ants Analytics developed a retail-focused GTM strategy that included a structured and scalable partner program, which served as the company's step-by-step process for building international channels.