Tips for Partners Selling SAP HANA

Photo: iStockphoto
Photo: iStockphoto

In January, SAP charted a new course in the enterprise software market with its worldwide launch of SAP Business Suite powered by SAP HANA. For SAP partners as well, this is a new phase in their journey with SAP. “SAP Business Suite powered by SAP HANA will not only transform our customers’ businesses, it is transforming our partnerships by unleashing unprecedented business opportunities,” said Eric Duffaut, president of SAP Global Ecosystem and Chanels, in a recent interview with “If you are an SAP partner, you now have in your hands the most competitive solution on the market. You have a huge competitive advantage.”

The transformational business opportunities available with SAP Business Suite powered by SAP HANA are decidedly the biggest benefit for partners as well as their customers. Claus Gruenewald, vice president SAP Ecosystem & Channels Go-To-Market, SAP Business Suite powered by SAP HANA, is responsible for SAP’s partner go-to-market strategy for the new technology, including sales and enablement. In this role, he has been working closely with partners in their first projects. He says, “We need to convey to partners that the value (of SAP Business Suite powered by SAP HANA) is not just the speed and increased performance. The speed is an enabler to create innovation and optimized businesses – and that can only be achieved with this new technology.”

Many different revenue streams for partners

Once they have mastered the technology, partners can start consulting their customers on new services, like reseller-delivered support, and build add-ons that were not possible in the past due to technology constraints on the database. “The partner economic model is very attractive because it opens so many new spaces,” says Gruenewald. “It’s not the traditional implementation or database migration; there are many other lines of businesses and revenue streams that come with it for partners.”

To help partners make the best possible start with SAP Business Suite powered by SAP HANA, offers an overview of resources for value-added resellers (VARs) from SAP and SAP services partners.

What’s new for VARs?

For the first time at SAP, VARs are part of the ramp up. This means they are able to nominate their customers for SAP Business Suite powered by SAP HANA as of the first day when SAP starts go-to-market. If the nomination is successful, and the partner has SAP Business-All-in-One and SAP HANA resell authorization, the partner can already sell the technology. And, if they have system integrator certification, they can even start their project right away. SAP already has its first indirect customers whose cases successfully went through this nomination process.

Next page: Enablement resources for VARs

VARs interested in finding out more about opportunities around SAP Business Suite powered by SAP HANA, will also want to read “2 New Opportunities to Expand Your Business” on SAP Business Trends.

Enablement Resources for VARs

In addition to the opportunity to participate in the ramp-up phase, VARs can gain valuable knowledge through the following enablement resources:

1. Interactive Boot Camps: The SAP Solution Center alongside SAP Partner Service Delivery offers more than 40 interactive boot camps globally for partners eager to learn more about SAP Business Suite powered by SAP HANA. The response to these workshops has been overwhelming, with many fully booked. A global enablement campaign has been set up by SAP Partner Service Delivery so that partners get the maximum benefits from these boot camps, as well as to reduce time to the first deal. Feedback from the first boot camp, held February 11 in Walldorf, Germany, was extremely positive.

In the boot camps, partners learn how to sell SAP Business Suite powered by SAP HANA by focusing on the value proposition, going through business value scenarios, plus the ins-and-outs of selling, pricing, licensing, and building a demo environment. Partners also learn how to use sales acceleration tools like the Business Scenario Recommendations for SAP Business Suite powered by SAP HANA, which helps partners identify and highlight the individual customer value of the new technology. The boot camps use a “train-the-trainer” concept, so that this knowledge is diffused across the partner organization. To find out about upcoming boot camps in your region, see the SAP Learning Navigator for SAP Partners or contact your Partner Service Advisor.

2. Webinars: Partners can attend these virtual trainings from any location in the world according to their time zone. The webinars cover specific topics like pricing, VAR-delivered support, and applicable scenarios. In addition, partners receive materials that they can download for later use. To see which webinars are coming soon, check the Partner Enablement Calendar (search “Suite on HANA”), located in the SAP Partner Enablement Center.

3. E-learning sessions: Based on a self-service concept, these online sessions provide the same content as the boot camps and webinars; however, they are designed so that partners can consume the information at their own pace by downloading sessions and listening to them at their convenience. Sessions are available for sales as well as technical topics, and can be applied to SAP HANA certifications. With this distance learning method, last year SAP reached 3,000 consultants who are now trained on SAP HANA, with 840 certified. The SAP Learning Navigator for SAP Partners guides users to role-based learning, dependent on whether they are in consulting, sales, or administration.

Next page: Enablement resources for system integrators

Enablement Resources for System Integrators

1. Service Boot Camps:  These boot camps are suited to the information needs of technical and implementation consultants. They provide a very technically focused training that also includes an overview of high-level aspects of SAP HANA so that consultants can also serve as influencers in the project. Topics include: how to migrate, what to do with custom development code and add-ons so that they run without disruption, and how to optimize this code. Currently, at least one boot camp is planned per region (see the SAP Learning Navigator for SAP Partners). The first boot camp for service partners took place in Brussels, Belgium, on March 15.

“We also have a design thinking workshop within this boot camp because we want our services partners to understand and adopt the design thinking method so that they can solve any issues together with their customers in projects,” says Gruenewald. “We have seen very often – as with SAP R/2, SAP R/3, and the SAP Business Suite – that customers use the technology and then also do a business process re-innovation. That’s why design thinking goes hand-in-hand with the transformational aspect of these projects.”

2. Job Shadowing:  Available for all partners, but especially relevant for SIs, shadowing allows partners who are currently doing projects to learn as they go and to be supported by the latest SAP technology.  “We have a service called Development Angel Support, where developers are supporting partners on site in the project,” says Gruenewald. “We also have an SAP HANA Adoption Room, where our developers and solution managers are helping in critical or strategic projects.” Find out more at SAP PartnerEdge Interactive.

Next page: How partners should get started 

What should partners do before getting started with SAP Business Suite powered by SAP HANA? The main pre-requisite for participating in the ramp-up phase is that the partner should be certified on either SAP ERP, SAP Business All-in-One, or SAP HANA (see SAP Education for details on training and certification). In addition, the partner should appoint a ramp-up coordinator who can serve as the main contact person in working with SAP. And of course it is recommended that partners go through the trainings for SAP HANA (additional educational materials are available at the SAP HANA – Partner Resource Library).

Advice from SAP on getting started

“Our advice is to position SAP Business Suite powered by SAP HANA, position the SAP HANA Limited Runtime licensing, sell it, and go into the project,” explains Gruenewald, who recommends the SAP Business Suite powered by SAP HANA Partner Handbook as a good companion during the sales cycle and implementation. “That is what the ramp-up is meant for, because then the partner gets the full support of SAP. They get the benefit of the shadowing concept and that typically is the very best way to learn – and not just to learn, they are also in the business already and they make some good money.”

To keep up on the latest information about additional enablement resources, partners should regularly check with the SAP PartnerEdge landing page for SAP Business Suite powered by SAP HANA.