Westcon-Comstor’s Intelligent Demand programme generates $768 million for partners

Westcon-Comstor says that its Intelligent Demand (ID) programme, which harnesses data to uncover growth opportunities for channel partners, generated $768 million in additional revenue for partners in FY24 – up 70% on the previous year’s figure of $450 million.

Intelligent Demand is a data-led sales and marketing programme which utilises predictive analytics to drive growth, enhance customer lifetime value and identify new markets for partners and vendors. This is done by combining best-in-class data, analyst research and channel expertise with Westcon-Comstor's proprietary data science models, to deliver sales and marketing opportunities with accuracy.

End-user leads generated through Intelligent Demand resulted in $768 million revenue during Westcon-Comstor's fiscal year 2024 (1 March 2023 – 29 February 2024).

During the year, Westcon-Comstor completed 532 Intelligent Demand analyses for partners across 28 countries spanning Europe, Middle East and Africa (EMEA) and Asia-Pacific (APAC). There are now nearly 2,000 registered individual users of Intelligent Demand across Westcon-Comstor's partner community.

Westcon-Comstor connects the world’s leading IT vendors with a channel of technology resellers, systems integrators and service providers. Propelled by its data-driven approach to driving partner success and growth, the distributor saw revenue increase 8% to $3.69bn in FY24, with gross profit up 23% and adjusted EBITDA seeing a 26% year-on-year increase.

The growth of Intelligent Demand is the latest demonstration of the company’s ability to empower channel partners to put data at the heart of their business strategy.

Earlier this year Westcon-Comstor launched Partner Insights, a reporting tool that allows partners to monitor key performance metrics and embed a data-driven approach to performance analysis, comparing growth by vendor against industry benchmarks and tracking trends by geography, end user, product type and more.

The launch of Partner Insights followed the publication of Westcon-Comstor's Bridging the Gap research report, which revealed that partners see data as both their biggest challenge and a major opportunity as they look to achieve growth and transition to recurring revenue models.

“Data is the lifeblood of our partners’ success,” said Atul Damani, Chief Data Officer at Westcon-Comstor. “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.”