Equinix goes partner prospecting with AI

Multinational knowledge infrastructure firm Equinix has been capitalizing on machine studying (ML) since 2018, due to an initiative that makes use of ML probabilistic modeling to foretell potential prospects’ probability of shopping for Equinix choices — a program that has contributed hundreds of thousands of {dollars} in income since its inception.

But as the corporate developed for the reason that launch of that challenge, so did its reliance on channel companions to speed up buyer acquisition and enlargement. So, in 2021 Equinix revisited its prospecting platform to take it a step additional by including a data-driven gross sales prospecting strategy that makes use of AI to establish companions greatest positioned to assist the corporate drive new gross sales, each globally and inside particular areas and nations.

That’s as a result of, in sure geographies, sectors, and industries, Equinix’s channel companions are uniquely positioned to deal with buyer demand for unbiased steering, built-in options, and superior providers. Case in level: the federal sector, the place it’s vital to establish companions with crucial clearance and beforehand established relationships.


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“Unlocking the immense potential of AI to ship a tangible affect to our enterprise was an enormous precedence for our IT group,” says Milind Wagle, the corporate’s CIO. “Building an revolutionary, clever AI-based prospecting engine for our channel program was the proper use case that enabled us to mix the ability of AI know-how innovation, construct aggressive market differentiation for the corporate, and assist enhance the expertise for our prospects and our channel companions.”

Dubbed “AI-driven partner prospecting,” the initiative  pinpoints which potential prospects are greatest served by way of Equinix direct gross sales versus oblique partner or channel gross sales. The initiative, which earned Equinix a 2023 CIO 100 Award in IT Excellence, has two targets: To establish companions with the best potential to drive new emblem acquisition, and to prioritize these companions which might be predicted to generate the best bookings worth.

“This permits Equinix to focus its investments and assets on the companions greatest suited to joint gross sales and resell actions,” says Ted Dangson, senior director of utilized AI technique and analytics at Equinix.


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