Snowflake expands partner program to include SaaS developers and data providers


One year after launching its Snowflake Partner Network channel program, the fast-growing data cloud company Snowflake is expanding its channel efforts to attract SaaS application developers and data providers to the company’s partner ecosystem.

Snowflake continues to expand the channel program’s resources and infrastructure – an expanded partner finder portal just went live this month – as the company’s channel activities keep pace with and continue to drive Snowflake’s rapid growth.

“We have seen a dynamic both in terms of the number of partners joining [SPN] and the number of partner certifications. We have over 160 data providers, we have hundreds of service and technology partners through our program, ”said Colleen Kapase (pictured), senior vice president of Worldwide Partners and Alliances, in an interview with CRN.

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Snowflake, which went public with a blockbuster IPO in September 2020, has expanded its target market beyond its initial focus on cloud data warehousing to cover a range of data-related services and tasks, including data science and engineering, data sharing and sharing, data marketplaces, data migration and transformation, data analysis and data-intensive applications.

While the addressable cloud data warehouse market is around $ 14 billion, according to Kapase, the broader data cloud market is around $ 80 billion. And the channel boss believes Snowflake has the partner base to capture a large portion of it.

“Snowflake has a different data and partner ecosystem than most traditional hardware and software companies,” said Kapase.

The Snowflake partner network, launched in June 2020, today supports service partners who provide a range of system design and implementation, application and data migration, performance optimization, data preparation and analysis services. Leading partners include Accenture, Cognizant, Deloitte, Slalom, Analytics8 and Visual BI Solutions.

For example, according to Kapase, global systems integrator Deloitte has built a $ 100 million snowflake practice with professional services like data transformation.

Slalom has been working with Snowflake worldwide for several years and offers a range of data transformation and data migration services around the Snowflake platform, particularly for moving older data warehouse and data lake systems from on-premises to the cloud, said Hilary Feier , Managing Director of Data and Analytics at the Seattle-based solution provider.

“It was a really phenomenal development in terms of growth,” Celebration said in an interview. She said that unlike some startups, Snowflake is very “partner-centric” and has provided Slalom with resources to develop pilot projects and proof of concept systems and sponsored slalom marketing events. “We did a lot of the demand generation together, we did a lot of creative things together.”

SPN also has a track for technology partners building connections between their products and the Snowflake platform, including data management tool providers Alation, Informatica and Matillion; and developers of business analytics software such as Tableau and Qlik. (In March, Snowflake cemented its alliance with data analytics company ThoughtSpot with a $ 20 million investment.)

Snowflake is now adding two new types of partners to its program: data partners for companies who offer data sets and services through the Snowflake marketplace; and Powered by Snowflake for software-as-a-service application providers building multi-tenant, customer-centric applications that work with Snowflake.

“There is a lot of catching up to do and interest. I think this will be a very dynamic part of our business [given] the differentiated skills that Snowflake brings, ”said Kapase. “Data sharing is probably one of the most dynamic parts of the data cloud.”

At the virtual customer conference Snowflake Summit this week, the company announced that it already has around 160 data partners who offer three or more entries on the data marketplace for a total of more than 500 entries.

Given the data-intensive nature of the development of artificial intelligence and machine learning, the new Data Partners track will also play a role there. “The sky’s the limit for what we can do about AI and ML for the partner experience,” said Philip Larson, Snowflake senior director for global partner programs.

Celebration at Slalom said she sees demand for Snowflake’s data sharing and data monetization services. The two companies are also examining possible joint opportunities for professional services.

As for the new Powered by Snowflake initiative: “We are currently in the process of becoming the data cloud for many SaaS ISV organizations,” said Kapase, referring to application developers, solution providers and their customers.

To support SPN’s growth, the company has more than doubled the number of employees in Snowflake’s channel organization to over 100, Kapase said. The company also recently hired Brian Hartwell, previously Vice President of Worldwide Channel Sales at OpsRamp, as Vice President of Worldwide Partner Sales for Snowflake.

Snowflake has also expanded its training and certification resources for partners and customers. The company offers sales professionals for partners in areas such as data engineering and data applications as well as technical sales training on the subject of the “customer journey”. Partners can also offer practical training laboratories to their customers.

Partners can earn “Hands-On Essentials” certification badges in data warehouse, data sharing, and data applications. Badges for Data Science, Data Engineering, and Data Lake will soon be available. Also on the horizon is the Snowpro Advanced Certification Series of role-based industry certifications with a core certification badge and badges for architects, data analysts, data engineers, data scientists and database administrators.

“We have a real need for more technical training for our partners and customers alike,” said Uday Keshvadas, head of the SI alliances at Snowflake, in an interview.

Celebration said Snowflake is helping Slalom develop train-the-trainer programs to train more people in-house to use Snowflake technology. “One of the biggest gaps right now is that we have enough snowflake talent to keep our growth path,” she said.

The improved online partner search tool went live on June 16. “The purpose is to help customers find partners who have the specific skills and abilities they are looking for to deliver services and applications in the data cloud,” said Larson.


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