Westcon-Comstor's data-driven ID programme adds USD $768m

Westcon-Comstor has disclosed that its Intelligent Demand (ID) programme, which uses data-driven insights to enhance sales and marketing strategies, has generated an additional USD $768 million in revenue for its partners in the fiscal year 2024. This figure marks a 70% increase compared to the previous year's revenue of USD $450 million.

Intelligent Demand employs predictive analytics to boost growth, improve customer lifetime value, and pinpoint new market opportunities for Westcon-Comstor's partners and vendors. By integrating high-quality data, analyst research, and channel expertise with the company's proprietary data science models, the programme aims to deliver precise sales and marketing prospects.

The additional revenue was realised through end-user leads generated during Westcon-Comstor's fiscal year, spanning from 1 March 2023 to 29 February 2024. Over the course of the year, 532 Intelligent Demand analyses were conducted for partners across 28 countries, covering regions in Europe, the Middle East, Africa, and Asia-Pacific. The programme now boasts nearly 2,000 registered individual users within the partner community.

The company, which connects IT vendors with a network of technology resellers, systems integrators, and service providers, reported an 8% increase in overall revenue to USD $3.69 billion for fiscal year 2024. Gross profit increased significantly by 23%, while adjusted EBITDA grew 26% year over year.

The expansion of the Intelligent Demand initiative illustrates the company's commitment to integrating data at the core of its partners' business strategies. Earlier this year, Westcon-Comstor introduced Partner Insights, a reporting tool designed to help partners track key performance metrics and incorporate a data-centric approach to performance analysis. This tool enables partners to compare growth metrics by vendor against industry benchmarks and to monitor trends by geography, end-user, and product type.

The release of Partner Insights followed Westcon-Comstor's "Bridging the Gap" research report, which highlighted that partners view data as both a significant challenge and a tremendous opportunity for growth and moving towards recurring revenue models.

Atul Damani, Chief Data Officer at Westcon-Comstor, noted, "Data is the lifeblood of our partners' success. As a business, we recognise that empowering our partners with actionable insights is crucial for their success. 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. 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."

The significant revenue growth achieved through Westcon-Comstor's Intelligent Demand programme underscores the effectiveness of data-driven strategies in enhancing sales and marketing efforts. As the company continues to develop tools like Partner Insights, it is clear that integrating data analytics into business operations is a key focus for both Westcon-Comstor and its partners.