Kovendi Ltd

Companies today face previously unseen rates of change. Digital transformation is shifting the competitive landscape, and services revenues are replacing legacy income streams. New sales models are needed, particularly for indirect routes to market through partners and distribution. We offer industry best practice and proven partnering models that deliver measurable sales results. We have success with reach across Europe, US and Asia markets. Our depth of experience in the technology industry is delivering success across parallel industries including automotive, FinTech and logistics.

Vertical Markets:

  Chris Bard
  +44 7825 140620

  PO Box 1558
Woking, Surrey GU22 2TZ United Kingdom

  Have Partner Contact Me





PO Box 1558
Woking, Surrey GU22 2TZ, United Kingdom
Phone: +44 7825 140620



Channel Advisory Services

  • Channel Planning
  • Go to Market Strategies
  • Loyalty & Incentives
  • MDF/Co-Op management
  • Partner Recruitment
  • PRM Training & Management
  • Research & Advisory
  • Workflow & Segmentation Services




Kovendi Insights 45 - Pivot to Partner

Kovendi Insights 45 - Pivot to Partner
45min Webinar with Global Industry Experts - For growing tech vendors: how to drive sales with a scalable indirect partner program. Smaller growing technology businesses can develop partnerships that are defined case by case. We call this ‘informal partnering’. These might be technology alliances or sales relationships. Sales relationships might be ‘sell with’ or ‘sell through’. The next step is ‘scalable partnering’, with a repeatable partnering model and investment in resources and content. How do companies best make this transition?

Kovendi Insights 45 - Partner Transformation

Kovendi Insights 45 - Partner Transformation
Partner Transformation and Enablement to Drive Cloud and Service Revenues In this webinar we’ll be discussing the impact of digital transformation on indirect routes to market. As technology solutions move to the cloud, and as customers look for higher-value service relationships, vendors and channel partners must re-engineer their businesses. How are vendors developing indirect routes to market to meet changing customer needs? What resources and tools can vendors provide that help partners create profitable cloud and service revenue streams?

Kovendi Insights 45 - SaaS Partner Programs

Kovendi Insights 45 - SaaS Partner Programs
How do SaaS Partner Programs differ from legacy Resell Programs? Every technology vendor is moving, or has moved in some way, towards a service model. Software vendors offer Software as a Service. Hardware vendors are moving to software models. What does that mean for Partner Programs? How should partner engagement models change in order to support and drive new business models of this type?

Kovendi Insights 45 - SMB Cloud Channels

Kovendi Insights 45 - SMB Cloud Channels
How to build scalable SMB routes to market for cloud solutions In this webinar we’ll be discussing how technology vendors are building scalable channels to drive sales of cloud solutions to SMB end customers. Many vendors are looking to grow revenue through Cloud Solution Providers, Managed Services Providers and other services specialists. Companies like Microsoft, McAfee and Veeam have been successful in building scalable partner engagement models. What lessons can we learn from these approaches? We’ll talk about market segmentation and look at the evolving roles of channel partners, including CSP, MSP and Services Specialists. We’ll discuss the value of distribution and the use of Marketplaces. We’ll also talk about the relevance of channel ecosystems to SMB, and engagement with ISV who develop solutions that enhance vendor offers.

Building an effective ISV Partner Ecosystem

Building an effective ISV Partner Ecosystem
Listen to Google & Zendesk discussing how technology vendors can build effective relationships with developers and software application providers. Relationships with ISV partners are increasingly important for vendors who are looking to build end-to-end solutions for their customers. What are the key components of the value proposition that will attract developer partners to integrate with, or build on your offer? How important are frictionless developer journeys and marketplaces? How does the Technology Partner Program fit with the core Reseller Program?




Channel Capacity Modelling Assessment of channel coverage gaps and opportunities, at country and regional level using Kovendi's channel capacity modelling tools. Use of sales and market data to establish baseline potential growth, and to calculate the number of additional partners of each type required to meet corporate revenue goals. Integration of channel scorecards to existing partner management systems in order to feed partner counts and revenue, and to monitor performance. “Kovendi helped us build a highly effective channel coverage model that helped us segment and identify which channel partners to focus on. They worked with the regional sales leaders to create a partner engagement plan and delivered an easy to use dashboard to help us measure and track our success.” Chris Ross - SVP Sales, International at Barracuda Networks


Develop new partnering model - Partner research to establish the strengths and weaknesses of the current indirect value proposition and of the current program model. Development of a fresh partnering model to address the needs of all partner types. Workshopping of the proposed program model with senior stakeholders to agree the approach and gain commitment. Creation of a Return on Investment model for the new program, assessing investments and potential revenue uplift. Presentation of the model to senior stakeholders. Authoring of program content, including the program guide and detailed rules for partnering processes. Alignment with internal partner process owners. "We worked with Kovendi on a comprehensive strategy to re-design our channel program to one that is best in class. From the initial research calls through to the final document completions, Kovendi has been a true extension of the team working collaboratively and bringing years of expertise to bear. We would highly recommend Kovendi to any company who wants not only great expertise in partner programs but a true partner to work with." Becky Carr - Chief Marketing Officer at Masergy


Development of program strategy and program framework - Working for one of the world's largest travel and expense platform vendors, in a complex ecosystem of services partners, system integrators, resellers and developers. Partner and stakeholder interviewing to establish needs and to develop the business value proposition for indirect channels. Development of a draft routes to market proposal for all partner types. Presentation and workshopping of the proposed program framework with the executive team, to develop it and gain commitment. "Kovendi have been a key contributor to strategy development for Amadeus Corporate IT indirect routes to market. They have defined partnering processes and developed program content. The experience with Kovendi has been excellent, they've worked as part of our team, and I can recommend them." Vasken Tokatlian - Global Head of Partnerships & Alliances at Amadeus


Define the go to market strategy and program model for a global business shifting from direct to a mixed direct and indirect model - Development of the partner value proposition, interviews with potential partners and key business stakeholders. Partner program design, including rules of engagement for indirect versus direct, and channel segmentation strategy. Development of deal registration process. Creation of a portfolio of program content and process, including partner onboarding, co-marketing, and deal registration. Review of program terms and conditions. "Kovendi has been a key contributor in the design of our partner program and creating program content. They have been an integral part of our team." Veselin Vukovic - VP Strategic Partnerships at Infobip


Channel landscape assessment - One of Europe's leading vehicle telematics vendors, tracking commercial fleets and other mobile assets. Assessment of potential routes to market and partner profiles. Work with partners including Iveco Truck and Continental to assess joint opportunities and to agree key program investments. Development of a program framework, with a clear value proposition for each partner type. Addressing the needs of dealers, developers and resellers. Engagement with potential partners to present the program model and to assess the opportunity. Hand off of early partner opportunities to client stakeholders.


Program Framework development - A leading professional marketing institute who needed to develop a program framework to attract new content partners. Review of the partner value proposition, assessment of the commercial offer, interviews with current partners and internal stakeholders. Market assessment, looking at the program models of complimentary and competitive organisations. Development of a consistent and scalable program to maximise partner revenues.