The company’s Intelligent Demand (ID) programme also generated $768 million in additional revenue for partners in FY24 – up 70 per cent on the previous year.
ID is a data-led sales and marketing programme which uses predictive analytics to drive growth, improve customer lifetime value, and identify new markets for partners and vendors. This is done by combining quality data, analyst research and channel expertise with the company’s proprietary data science models, to provide accurate sales and marketing opportunities.
End-user leads generated through ID resulted in $768 million revenue during the fiscal year 2024 (1 March 2023 – 29 February 2024). During the year, Westcon-Comstor completed 532 ID analyses for partners across 28 countries spanning Europe, Middle East and Africa and Asia-Pacific. There are now almost 2,000 registered individual ID users across the company’s partner community.
Westcon-Comstor connects IT vendors with a channel of technology resellers, systems integrators and service providers. The distributor’s gross profit was up 23 per cent, while adjusted EBITDA increased 26 per cent year-on-year.
Earlier this year, Westcon-Comstor launched Partner Insights, a reporting tool that enables partners to monitor key performance metrics and embed a data-driven approach to performance analysis, comparing growth by vendor against industry benchmarks and tracking trends by geography, end user and product type.
The launch of Partner Insights followed the publication of Westcon-Comstor's Bridging the Gap research report, which revealed that partners view data as both their biggest challenge and a major opportunity as they look to achieve growth and transition to recurring revenue models.
“Data is the lifeblood of our partners’ success,” said Atul Damani, chief data officer at Westcon-Comstor. “As a business we recognise that empowering our partners with actionable insights is crucial for their success.
“That’s why we’re committed to providing a comprehensive, market-leading data offering, enabling partners to make informed decisions, identify growth opportunities, and accelerate sales. Intelligent Demand is a crucial element of our data-driven approach and we’re pleased to report that it has generated net new revenue for our partners and vendors.”