Rather than read the same sales script to each prospect, channel partners can show customers how a new product, combined with the ones they have, can sing a unique tune, according to Rodney Foreman (pictured), senior vice president of partner ecosystem at Informatica LLC.

“We’re seeing a lot of new opportunity and a lot of new customers that have not bought Informatica before that we’re now selling to and reaching through the reseller network,” Foreman said.

This is thanks to Informatica’s new channel program rolled out last January, Foreman explained in an interview with John Furrier (@furrier) and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE Media’s mobile live streaming studio, during Informatica World in San Francisco, California. (* Disclosure below.)

Global Service Integrators such as Deloitte Consulting LLP and Accenture PLC are in the fold, as are fellow software vendors who might sign Original Equipment Manufacturer agreements and integrate Informatica’s technology, Foreman stated.

Informatica has also shaken hands with Managed Services Providers that wrap technologies into complete solutions, then add value on top. Synthesizing each others’ products or services to create a whole new value proposition is the ideal partnering strategy, Foreman explained.

Platform-to-vertical funnel cake

“Where partners are having the most success for us right now is they develop a solution around a particular vertical,” he said, noting some partners have had smash success in healthcare this way.

Broad platforms such as Informatica’s data integration software can provide a base for tightly customized industry solutions, Burris and Foreman agreed.

On a similar note, Informatica products that spill outside its core data integration portfolio benefit from better connected salespeople in the channel, Foreman added. For example, “Our sales team sells data management; they don’t sell data security. Who sells data security very well? Partners,” he said.

Informatica’s Secure@Source intelligent data security software is picking up new users via security-centric partners’ direct line to chief security officers, Foreman stated.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of Informatica World 2017. (* Disclosure: TheCUBE is a paid media partner for Informatica World. Neither Informatica Corp. nor other sponsors have editorial influence on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE