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Building strong joint propositions for Equinix and their partners

Going to market with partners is a central part of Equinix’s strategy. OneGTM developed a workshop-based process to help Equinix build clear go-to-market strategies and strong joint value propositions with its most important EMEA partners.

The Client

Equinix is the world’s leading provider of interconnection and colocation services, with 180+ data centres in 44 major markets across 5 continents. Equinix is where companies come together to realise new opportunities and accelerate their business, IT and cloud strategies. Platform Equinix is home to a thriving partner eco-system, including more than 1,400 networks and 2,500+ cloud and IT service providers.

The Challenge

Partnerships are central to Equinix’s business strategy and Equinix has a growing eco-system of channel partners in Europe, including MSPs, ISVs and VARs. Equinix recognised that to maximise its growth potential, it needed to ensure that it had robust go-to-market plans in place with its partners, based on strong joint value propositions. As Simon Downham, Channel Marketing Manager at Equinix, explained, “Like any vendor, clearly articulating our value proposition aligned with that of our partners is of utmost importance.

Equinix asked OneGTM to design and implement a Joint Proposition Development Process, working with some of its key partners in EMEA. OneGTM was selected because of our track record of successfully delivering projects for Equinix, and also our experience delivering similar engagements for other vendors.

Our Solution

We designed and delivered a workshop-based process, designed to ensure that for each partner there was:

  • an agreed go-to-market strategy, which had the buy-in of the key stakeholders within each organisation
  • a clearly articulated joint value proposition, which could be effectively communicated to internal sales teams and prospective customers
  • agreement over the activities that Equinix and the partner would undertake to take the joint proposition to market

OneGTM initially managed the end-to-end process for each partner, including background research and pre-workshop preparation meetings, leading the workshops, creating documents that captured the workshop outputs, and developing top-level messaging for the agreed joint proposition. The outputs then provided the basis for developing customer-facing Joint Proposition Summaries.

The Results

A large number of partners have already been through the process and it has been very well received by both partners and internal Equinix teams. The propositions and plans that have been developed have helped accelerate joint go-to-market activity, including sales enablement, joint campaigns and joint customer events.

The process continues to be rolled out across Equinix’s EMEA partners, and has become a central part of Equinix's Partner Activation process.

What the client said...

OneGTM have been an essential component of this process, managing it from the outset. This is a big undertaking, involving keeping senior stakeholders from both Equinix and the partner on schedule and ensuring pertinent points are captured. The partner proposition summary documents, created by OneGTM, succinctly capture how we create value with each partner, and have helped us communicate more effectively both internally and externally. The work and output of OneGTM has been first class throughout.

Simon Downham, Channel Marketing Manager, Equinix

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