Do you agree that the only way to vanquish growing EUC and MSP needs is to focus on innovation rooted in speed, simplicity, adaptability, and versatility?
That’s the approach Germany-based value-added distributor (VAD) Vanquish has always taken.
It also defines how Liquit creates a futureproof end-to-end application management solution for End User Computing.
This is one big reason the two companies found themselves on an inevitable partnership path. The result was Liquit’s recent announcement that Vanquish would be their distributor for Germany.
Henning Jasper
If we dig a little deeper into the Vanquish path, it all makes sense.
Since its founding in 2003 by Henning Jasper and Stefan Kleesattel, Vanquish has focused on providing alternative solutions to a changing EUC and MSP reseller market. According to Henning, the overriding Vanquish strategy of aligning with innovative vendor partners lets them meet changing market needs:
“Like every market, the DACH region (Germany, Austria, and Switzerland) has shifted from hardware to software-based solutions over the last 20 years. This has made most our business recurring revenues. This vendor subscription model perfectly aligns with our approach to deliver innovative alternatives supporting EUC and MSP channel evolution.”
Vanquishing EUC Challenges With Long-Term Innovation Partners
There is no EUC market crystal ball to forecast changes. Vanquish hasn’t needed that skill because they partner with vendors that see innovation in the same way.
This means keeping pace with changing needs of the DACH region by offering monitoring and management software to its resellers over the last 15 years.
Henning explained how longstanding relationships with leaders like IGEL, Nerdio, Parallels, Rimo3 and others have proved far-sighted in a market with changing needs:
“We’ve worked with some of our core vendors for all or nearly all our existence because they provide what our resellers and their customers need today and tomorrow. The German market is conservative overall, but changes in legacy providers like VMware, Citrix, and others have opened the market to alternatives. Our innovation-focused partner lineup offers them even more features and value through future-proof investments. It’s that approach that put us on a similar path with Liquit.”
The Converging Paths of Liquit and Vanquish
The Vanquish introduction to Liquit happened at a 2023 EUC event in Edinburgh, which resulted in some informal discussions and an agreement to stay in contact.
Henning explained the converging path with Liquit was based on two primary criteria Vanquish uses for evaluating potential vendor solutions:
- Easy to configure and manage
- Saves partners a lot of time
The path convergence would still take time, as Vanquish had recently signed two other vendors. “Our approach has always been to focus 100% on a new vendor, so our next encounter at NerdioCon 2024 in Punta Cana became the ideal time,” explained Henning.
This next meeting led to a deep evaluation of the Liquit platform. According to Henning, the timing and fit between Liquit, Vanquish, and the MSP-led DACH region was an obvious match:
“We always try to tell our customers a complete story since end user and project needs go beyond managing cloud services, operating systems, and endpoints. Liquit fills that missing application management part in our portfolio, which lets us tell our channel resellers and MSPs a complete story of the customer journey.”
Defining the Vanquish Path For Liquit Across the DACH Region
Converging the Liquit and Vanquish path in DACH will take time, and both companies know they’re at the start of that journey in defining the process, which so far looks like this:
- The technical onboarding and training for Vanquish engineers and support personnel has begun and will continue over the next six months.
- Collateral material for customers is in process alongside the upcoming launch of the Vanquish Liquit website.
- Side-by-side sales training between Liquit and Vanquish personnel to be completed by the end of May.
- The first formal introduction to the channel partners is scheduled for a three-city Vanquish Roadshow in June 2024 with Liquit as the main sponsor.
While Liquit brings a strong vertical statement, Vanquish will start gradually by targeting mid-sized partners rather than the smallest and largest resellers. “These mid-sized integrators are more flexible and adaptable to new technologies,” said Henning. We can begin building relationships with an initial approach focused on device monitoring and management across the EUC space.”
According to Liquit Territory Sales Director Maarten Jansma, Vanquish is the ideal partner to support forging new paths and relationships in the region:
“Vanquish has built a successful team and approach based on deep understanding, experience, and relationships in the DACH, which is why we’re excited about working with them and Liquit’s future in the region.”
With a history of long-term partnerships and a shared perspective on innovation, Liquit and Vanquish are both optimistic about the future. Now that Liquit is part of Recast Software, Henning sees the potential for future growth. “This looks like a good pairing that will bring new opportunities for Liquit and its partners over time,” said Henning.