The company, which makes so-called enterprise management software for running company networks, currently relies on its own sales force for the bulk of its Asian sales.
According to Sabrina Koh, BMC’s newly appointed director of business partners in Southeast Asia, partners currently account for 40 percent of the firm's Asia-Pacific revenue, but BMC aims to increase this to 60 percent by 2006.
"We are not everything to everyone obviously and there are certain segments of the market that we are not able to reach as well ourselves,” she said.
"For our Southeast Asia operations, the intention is really to go into that market with a very channel-centric model," Koh added.
To ramp up sales through its channels, BMC has restructured its "Inside Sales Division", which is based in Melbourne, Australia, to provide partner support services and generate leads for its allies.
For example, partners can now call the Australian office to request for product information and pricing details, as well as to process customer orders. In addition, telesales staff at the office will identify prospective customers across Asia-Pacific and refer these leads to local partners, BMC said.
Besides expanding the role of its sales support team, the company has also developed an online system which allows partners to have easier access to sales and product information and forecasting tools. Training and certification programs for partners in Asia will also be stepped up, Koh added.
"The comprehensive training we are going to provide for our partners is very similar to what we do for our own sales force," she claimed.
The company currently has 110 partners in Asia-Pacific. These include Fujitsu Singapore, Datacraft and market researcher Datapro in Thailand.
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