Q&A: What Driving Economic Value Really Means

15 September 2020 | Channel Business

5 Questions: With Andreas Ried, CEO and Founder of Aximpro, an omnichannel marketing company with the goal of driving economic value for clients and partners. He provides a deeper look into what driving economic value really means and what it looks like in practice.

1. Aximpro is focused on driving economic value for clients and partners. What does this term “driving economic value” mean to you?

Since Aximpro (an art term based on “accelerated improvements”) was founded, we have been supporting our clients and partners with their growth – improving their business results in terms of revenue, margins, partner loyalty, share of wallet, number of partners, quality and many more economic aspects. Our product names include ChannelValue, DirectValue and PartnerValue. However, Aximpro is not just about some value-named products. It goes way beyond that to providing real valuable results for our clients and partners. Given the complexity and diversity of our business environment, client scenarios and requirements are often different. So, the term “driving economic value” has many meanings, but within this business context, it is mainly about the (obviously measurable) net economic benefit for our clients and partners.

2. What does “driving economic value” look like in practice?

We build meaningful relationships with our clients and partners, including their ecosystems and partners. In doing so, we develop, maintain and improve many programs and digital platforms, such as the ChannelValue partner enablement and loyalty software to ensure long-lasting loyalty for everyone involved. Furthermore, with the ChannelShaper business intelligence software, we build the foundation for substantial growth with better partner ecosystems. In general, it is always a unique combination of innovative products, specialized consulting and creative services.

3. You wrote an opinion piece earlier this year and stated that the world – and business world for that matter – is nothing without people. How do you relate “driving economic value” back to people?

The effect of economic growth for our clients, partners and our company can be quite positive. All parties are likely to increase revenue, margins, quality and opportunities over time. This goes along with economic wealth for all involved, through income growth that helps to improve quality of life in many ways – such as health, education and giving to others. Even if economic wealth does not necessarily guarantee a greater quality of life – according to analysts’ reports, such as the Social Progress Index – it is more likely that future inventions and innovations “for the better life” continue to require appropriate financial resources.

4. Aximpro has successfully managed multiple channel programs for different tech market leaders, including their partner ecosystems. From your many years of industry experience, what learnings and advice do you have for those organizations that are struggling to establish economic value?

Over the past years, channel strategies, programs and the way of driving economic value across global partner ecosystems have changed significantly. Partnerships have always been a big help for B2B organizations to grow sales, but economic, social and technological aspects have changed. Companies that ignore technological developments and do not transform digitally to the fullest, cannot strengthen their channel business. Therefore, an end-to-end digitized stack is basically required. When I reflect on the great business solutions that we have developed at Aximpro, such as gaining more than 50 000 sales partners for a tech vendor, technology was always instrumental to the success. Getting the right information to the right audience at the right time to trigger the right action is not an easy task, but if this is done smartly and effectively, economic value will be achieved.

5. Final thoughts: The world as we know it rapidly changed in 2020. What challenges do you see ahead that may make it more difficult to drive economic value and how do you aim to overcome these challenges?

Needs and necessities are the drivers of innovation and with the global crisis caused by the Covid-19 pandemic, our world quickly became even more digital. Due to social distancing, online collaboration hubs have helped people and companies to change their work, education and communication significantly. This might not be new to companies like Aximpro and those working in consulting, marketing or software development, but for many industries it has changed significantly. If businesses do not play in the digital world or apply their strategies to a truly digitized business model, they might be out of business soon. The global economic growth declines in 2020 and the massive health crisis caused a social shock that might remain for much longer. If we investigate past crises, there were various effects on different sectors, countries and societies with some stimulating innovation and others weakening massively.

Regardless of what the crisis causes and the entire economy is doing, I am convinced that the major focus needs to be on the profitability of businesses while protecting the people. With the progressing economic downturn, unemployment rates will rise, people will have less to spend, and some industries won’t stand the pressure if they do not reinvent themselves.

Acknowledging the surrounding conditions, is the most promising way going forward, while focusing on profitable businesses. With leaner and more agile structures, better software tools and digital marketing solutions, the net economic benefit will evolve.


Andreas Ried, CEO of Aximpro

About the Expert: Andreas Ried is an entrepreneur, coach and CEO of Aximpro, an omnichannel marketing company. He founded the company in 2008, leaving behind the corporate world at Microsoft. He began his career at Info’Products Europe in 1996 and Epsilon Systems made him one of its first employees to develop and run NetBusiness24. With his technical understanding and business acumen, he has thrived in international business development and sales management positions at Microsoft and TechData Midrange. Andreas is passionate about people, technology and marketing. In addition to his daily work, Andreas is a member of various boards of directors and an active member of EO. He is an internationally recognized expert on channel partner ecosystems and delivering economic benefits.


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