Richmond Systems is refocusing its business operations to concentrate on consolidating its relationships with its channel partners.
The software vendor and UK distributor of PC remote control products for NetOp has a mature channel already in place.
But the company believes that by making resellers its core focus it can capitalise on a buoyant market for its software, either as part of management services solutions sold through resellers or as an individual product.
But although it doesn't intend to be proactively involved in direct selling in future, it will continue to support individual customers who do not wish to liaise through the channel.
Will Johnson, Richmond's channel manager, told vnunet.com: "The channel is for us the most important vehicle for sales. By working full-time with our partners, supporting them by providing our own sales leads, marketing and technical support, both sides will benefit.
"It will also benefit customers who will be able to rely on additional value added services that our partners provide. But some customers will always want to work directly with us so we will be continuing with direct selling."
To give more clout to its channel relationships, Richmond will also implement a new partner accreditation scheme to create the kind of channels it wants.
"This is important for building customer confidence and makes it easier for them to choose a channel partner, as accreditation is a way of articulating to them that the channel partner fully understands the product and has the skills to offer service and support," said Johnson.
Richmond's channel partners have welcomed the company's reorganisation.
"It's a big step for them. It means we are not competing directly with them, which makes it easier for the customer and us. We also have access to their support tools and sales and marketing initiatives," said Neil Burton, managing director of PNL Tools.
"From Richmond's perspective it allows them to link into different selling methodology, as there are different types of reseller so [they] will broaden their market base."
Dr Kuan Hon criticises GDPR consent emails that will only eviscerate marketing databases and 'media misinformation'
Apple squashes Steam Link app on 'business conflicts' grounds
Philip Hammond wants to forget rules that the UK agreed with the EU to ban non-European companies from the satellites
Instapaper to 'go dark' in Europe until it can work out GDPR compliance