Westcon-Comstor's Intelligent Demand program boosts partner revenue

Global technology distie Westcon-Comstor said its Intelligent Demand (ID) program generated US$768 million in additional revenue for channel partners in fiscal year 2024.

This is a substantial 70 per cent increase from the previous year's US$450 million.

The ID program utilises predictive analytics to uncover growth opportunities for partners. It combines industry data, analyst research, and channel expertise with proprietary data science models to deliver accurate sales and marketing opportunities.

Westcon-Comstor completed 532 ID analyses for partners across 28 countries in Europe, Middle East and Africa (EMEA) and Asia-Pacific (APAC) during the FY24.

The program now boasts nearly 2000 registered individual users within the company's partner community.

The distributor, which connects leading IT vendors with technology resellers, systems integrators, and service providers, reported an 8 per cent increase in revenue to US$3.69 billion for FY24.

Gross profit rose by 23 per cent, while adjusted earnings before tax saw a 26 per cent year-on-year increase.

Building on this success, Westcon-Comstor recently launched Partner Insights, a reporting tool allowing partners to monitor key performance metrics and embed a data-driven approach to performance analysis.

This launch followed the publication of the company's *Bridging the Gap* research report, which highlighted that partners view data as both their biggest challenge and a major opportunity for growth and transition to recurring revenue models.

"Data is the lifeblood of our partners' success," Atul Damani, chief data officer at Westcon-Comstor, said.

"As a business we recognise that empowering our partners with actionable insights is crucial for their success," Damani said.

: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," he added.

"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," Damani said.

The growth of the ID program underscores Westcon-Comstor's commitment to empowering channel partners with data-driven strategies, positioning them for success in an increasingly competitive market.

Westcon-Comstor is one of the sponsors of the 2024 CRN Impact Awards, held next week.