Snowflake Expands Partner Program to Include SaaS Developers and Data Providers

A year after launching its Snowflake Partner Network Channel program, fast-growing data cloud company Snowflake is expanding the reach of its channel efforts to recruit SaaS application developers and data providers in the ecosystem of business partners.

Snowflake also continues to increase the resources and infrastructure of the distribution program – an enhanced partner search portal just went live this month – as the company’s distribution operations keep pace with Snowflake’s rapid growth and continue to fuel it.

“We have seen momentum both in terms of the number of partners joining [SPN] and the number of partner certifications. We have over 160 data providers, we have hundreds of services and technology partners under our program, ”said Colleen Kapase (photo), senior vice president of global partners and alliances, in an interview with CRN.

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Snowflake, which went public in a successful IPO in September 2020, has broadened its target market beyond its initial focus on cloud data warehousing to cover a range of related services and tasks. data, including data science and engineering, data exchange and sharing, data markets. , data migration and transformation, data analytics and data-intensive applications.

While the addressable cloud data warehouse market is around $ 14 billion, Kapase said, the larger data cloud market is around $ 80 billion. And the channel chief thinks Snowflake has the partner base to capture much of it.

“Snowflake has a different data ecosystem and partner ecosystem than most traditional hardware and software companies,” Kapase said.

The Snowflake Partner Network, launched in June 2020, today supports service partners who provide a range of services from system design and implementation, application and data migration, performance optimization, data preparation and analysis. The main partners include Accenture, Cognizant, Deloitte, Slalom, Analytics8 and Visual BI Solutions.

Global systems integrator Deloitte, for example, brought together a $ 100 million Snowflake practice with professional services such as data transformation, according to Kapase.

Slalom has worked with Snowflake worldwide for several years, providing a range of data transformation and migration services around the Snowflake platform, in particular to move legacy data warehouse and data lake systems. premises to the cloud, said Hilary Feier, managing director. data and analytics at the Seattle-based solutions provider.

“It was a really phenomenal race in terms of growth,” Feier said in an interview. She said unlike some startups, Snowflake was very “partner-centric from the start” and provided Slalom with resources to develop pilot projects and proof of concept systems and sponsored Slalom marketing events. “We did a lot of demand generation together, we did a lot of creative things together.”

SPN also has a lead for technology partners who are making connections between their products and the Snowflake platform, including data management tool vendors Alation, Informatica, and Matillion; and developers of business analysis software such as Tableau and Qlik. (In March, Snowflake tightened its alliance with data analytics firm ThoughtSpot with a $ 20 million investment.)

Snowflake is now expanding its program to accommodate two new types of partners: data partners for companies that offer datasets and services through the Snowflake marketplace; and Powered by Snowflake for Software-as-a-Service application providers who build customer-centric multi-tenant applications that work with Snowflake.

“There are a lot of pent-up demands and interest in it. I think this is going to be a very dynamic part of our business [given] the differentiated capabilities that Snowflake brings to the table, ”said Kapase. “Data sharing is probably one of the most dynamic parts of the data cloud. “

At this week’s Snowflake Summit virtual conference for customers, the company said it already has some 160 data partners, offering at least three data market announcements for more than 500 total announcements.

Given the data-intensive nature of the development of artificial intelligence and machine learning, the new Data Partners track will play a role there as well. “The sky is the limit with what we’re going to be able to do in terms of AI and ML for the partner experience,” Philip Larson, senior director of Snowflake’s global partner programs, said in the interview.

Slalom’s Feier said she was starting to see pockets of demand for Snowflake’s data sharing and monetization services. The two companies are also exploring possible joint opportunities around professional services.

And regarding the new Powered by Snowflake initiative: “We are really starting to become the data cloud for many SaaS ISV organizations,” said Kapase, referring to application developers, solution providers and their customers.

To support SPN’s growth, the company has more than doubled the number of people in Snowflake’s channel organization to over 100, Kapase said. The company also recently hired Brian Hartwell, previously vice president of global sales at OpsRamp, to be vice president of global partner sales for Snowflake.

Snowflake has also stepped up its training and certification resources for partners and customers. The company offers its partners professional sales training in areas such as data engineering and data applications, as well as technical sales training in a “customer journey”. Partners can also provide hands-on training labs to their clients.

Partners can earn ‘Hands-On Essentials’ certification badges in data warehouse, data sharing and data applications with badges for data science, data engineering and data lake at come. Also on the horizon is the Snowpro advanced certification series of role-based industry professional certifications with a basic certification badge and badges for architect, data analyst, data engineer, data scientist and administrator. database.

“We have a real need for more technical training for our partners and customers,” said Uday Keshvadas, head of IS alliances at Snowflake, in the interview.

Feier said Snowflake is helping Slalom develop train-the-trainer programs to train more people in-house to work with Snowflake technology. “One of the biggest gaps right now is having enough Snowflake talent for the growth path we’re on,” she said.

The enhanced online partner search tool went live on June 16. “The goal is to help customers find partners with the specific skills and capabilities they are looking for to deliver data cloud services and applications,” said Larson.


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Margie D. Carlisle