Storage business CommVault has urged channel partners to focus on long-term sales strategies.
The company called on its channel partners to look past "short-term technology fixes" as it increases its headcount to support a worldwide channel strategy.
The firm’s UK & Ireland channel director, Mark Johnson, said a key issue would be overcoming organisations’ desire to keep all of their data close and their apprehensiveness over archiving due to potential data recovery issues.
He told the audience at CommVault’s UK Partner Forum: "They need convincing."
He added: "We believe that we can enable our channel partners to make a significant difference to the value they deliver to their customers by providing them with comprehensive training, empowering them with the right tools and ultimately supporting the sales cycle."
The company plans a "more focused" approach to its marketing, education and training programmes, helping partners push its Simpana product to companies looking for a data management solution.
Johnson dismissed various solutions to the issues brought up by big data and BYOD, saying "multiple solutions bring multiple headaches".
He agreed with the forum’s keynote speaker, Freeform Dynamics analyst director Tony Lock, that the ever increasing volumes of data require a new way of thinking.
Lock said: "While companies are clear that they want to support initiatives like BYOD and tackle big data, there are still too few companies that have the basics right and they need expert help and guidance to make the necessary changes.
"They also need to maintain high availability of information that’s critical to business operations, ensure that information is brought back online quickly in the event of a systems failure, and archive historical data in an efficient, tamper-proof and easily accessible manner."
