The Salesforce Partner Ecosystem: Spotlight on the Netherlands
The Dutch ecosystem is one of Salesforce’s fastest-growing partner ecosystems. A study by IDC shows that more than 10,000 Dutch jobs will be directly attributable to Salesforce or one of its partners by 2022. On top of that, almost 16,000 indirect jobs will be created further downstream.
It is an impact like that which keeps attracting new joiners to the Salesforce partner ecosystem. Every year it expands, increasing the potential for collaboration regionally and globally.
To better understand what’s driving the success of the Dutch ecosystem, we spoke with Sandra Peignaux, Director, EMEA North ISV Sales & Recruitment at Salesforce, and David de Kousemaeker, Netherlands Country Lead for Alliances & Channels.
Here they share insights about the opportunities for partners in the Netherlands and discuss how to build strong relationships that support industry-specific innovation.
What makes the partner ecosystem in the Netherlands unique?
David de Kousemaeker shares that the Netherlands partner ecosystem is one of the most dense and busy in the world, as well as one of the most mature.
“Amongst our consulting partners, we have one of the highest percentage of certifications per individual, of any country. We’ve seen year-on-year ecosystem growth of 49% for the last three years, with certifications growing by 55% year on year. So it’s a very mature grouping.
“With a high amount of mid-sized companies playing a dominant role in the Dutch economy, Salesforce partners are key for us to deliver success at scale. The most successful partners are really specialising in specific industries.”
“It’s very sector focused in the Netherlands, and also highly collaborative,” says Sandra Peignaux. “There’s a real focus on sector specialisation. The maturity of the market demands that vendors offer more than horizontal solutions.”
What challenges does the Dutch partner ecosystem face?
Despite COVID-19 challenging economic growth, Salesforce’s Dutch partners are adapting well and innovating. Traditionally they have had a global and regional outlook, seeking opportunities beyond Holland’s borders in large markets such as Germany, France, and the US. However, in recent months a new generation of partners has emerged that is more focused on local opportunities in highly regulated, underserved verticals.
“To succeed, you really need local knowledge and expertise”, says Sandra Peignaux. She says alongside these companies, everyone in the Dutch ecosystem is re-thinking how they approach growth.
“COVID took everyone by surprise, and we’re all realising how important it is now to look at how you generate leads outside of traditional sources like Salesforce events.
“Salesforce has been called an events company that sells products, and now partners have to adapt their marketing machines to make them more digital and diversify marketing channels.”
David de Kousemaeker acknowledges COVID’s impact but says the need for digital transformation has become even more important in the Netherlands. “The demand for digital transformation has increased, and our partners are still growing and hiring across the Dutch ecosystem. The difference now is smaller steps are being taken instead of ‘big bang’ projects, so there’s a need to work more closely with partners to understand their concerns and granular requirements.”
Where does the greatest potential lie for the Dutch partner ecosystem?
De Kousemaeker says, “In terms of demand, we see the HR and B2B segments as those with the biggest potential. However, in the consulting partner ecosystem, we do see potential in Financial services, Health, and Public industries.”
Sandra Peignaux agrees and adds that manufacturing, retail, and communication sectors continue to have huge potential, too.
“The key thing right now is to ‘go deep’ in specific industries rather than trying to be everything to everyone. At the moment, I also see a surge in collaboration and conversations in the public sector and healthcare.
“Sectors and specialisation are the watchwords at the moment”, she adds. “The Dutch market has huge multinational customers like ABN AMRO. And even though they have a global footprint, they also speak the language of industries and verticals.”
How do partners typically collaborate in the Netherlands?
“Traditionally a lot of collaboration happens through the Salesforce organisation with events creating opportunities and bringing people together”, says de Kousemaeker.
“When COVID broke, we saw something really extraordinary: partners working more closely with each other and even sharing resources such as government reporting requirements. Many of the more established partners have stepped up to offer advice and assistance to the newer ones.”
How does the Dutch partner ecosystem contribute to customer success?
“Partners have their fingers on the pulse”, says Sandra Peignaux. “When we combine our knowledge with theirs, what you end up with is a very holistic view of the market. That ensures that partner innovations extend what Salesforce does to deliver industry-specific solutions.”
“Partners are closest to customers”, adds David de Kousemaeker, “and they lay the foundation for future implementations.”
How does Salesforce help Dutch businesses grow?
“Salesforce brings the technology that helps customers transform”, says de Kousemaeker. “We also have partners with a vision of where specific sectors are going, who have positioned themselves as thought leaders and who are helping customers overcome the barriers to transformation. They’re getting ahead by delivering insights and guidance as well as practical solutions.”
What lies ahead for the Dutch partner ecosystem in the coming year?
“I see the partner ecosystem becoming an even closer part of the business, with even greater innovation and collaboration”, says Sandra Peignaux.
“Despite the challenges of the last year our partners are still hiring and still growing — 20–30% on average”, she notes. “Along with amazing tools, we give them resources and certification programmes to help them keep growing and scaling. Partners know that every $1 invested in Salesforce leads to $5 in revenue growth.
“I can’t think of a better reason for new potential partners to consider joining the Netherlands ecosystem.”
We thank every partner in the Dutch ecosystem for their dedication to success and look forward to working with the next wave of innovators.
