How this tech company scaled globally through a strategic partnership

Melbourne-based customer experience firm meldCX has reached new markets by tapping into the power of a global cloud platform partner.

Since its launch in 2017, meldCX has been helping businesses and individuals to create premier customer experiences through AI and intelligent edge technologies.

For example, its systems can track a customer journey in a retail store by tapping into ceiling cameras and analysing what the customer is interested in and what gets their attention – signage, positioning of items, or price.

The company can also stitch feeds across several cameras and channels to provide even more in-depth insights such as how the customer felt when making the purchase, what influenced them to buy, how much help they needed from store assistants and whether a salesperson influenced the sale.

Using a range of SaaS (Software as a Service) and PaaS (Platform as a Service) solutions that are built like digital stackable LEGO blocks offers organisations a variety of ways to use meldCX’s products no matter where they are at on their digital transformation.

“Our vision is of a world where technology is accessible to all,” Joy Chua, EVP – Strategy and Development, tells Startup Daily.

“We wanted to spend more time doing what we’re good at”

Initially meldCX served customers direct, which was helpful in the short term to learn about market needs and customer requirements, but posed challenges to long-term growth.

“We realised we were spending a bulk of our time and resources on business development,” explains Joy. “We wanted to refocus and spend more time doing what we’re good at, which is growing our products and building features that our customers love. Our strength is in our product, yet we know we wouldn’t be able to scale and grow leaps and bounds without the help of partners.”

One of those partners is Ingram Micro Cloud, an online cloud platform, marketplace and ecosystem. Its ISV Activate program provides an all-in-one solution for SaaS and PaaS companies at any stage of their business journeys, offering technical and infrastructure support and managed services, along with access to its extensive network of global partners and resellers.

Working with multiple partners requires a host of tools and support processes, as well as the right marketing and branding strategies to be able to co-sell effectively. Ingram Micro Cloud provides education and support on all of this and ensures products meet all the necessary requirements to feature on its own and the Microsoft Azure marketplaces.

How meldCX scaled up fast and smart

As an existing business already successful in the local Australian market, Joy needed help to multiply meldCX’s salesforce and reach new markets.

“We believe that building an effective ecosystem of partners is a fundamental part of a successful AI and IoT journey,” she says.

Since partnering with Ingram Micro Cloud just over a year ago, meldCX has participated in several go-to-market activities from internal sales briefings and external webinars to major expos, and is currently planning activities to previously untouched regions including Europe, the Middle East and Africa, and broader Asia-Pacific.

“Ingram’s global presence has helped us reach new heights,” says Joy. “It’s connected us to multiple partners and 10xed our salesforce. We’ve also reduced our sales cycle from nine months to sometimes eight weeks, making our operations much more efficient and agile.”

Ingram Micro Cloud’s comprehensive offering of products and managed services has also allowed meldCX to better service end customers.

“We’re able to offer bundled end-to-end solutions, with hardware, software and managed services all at once, saving time, resources and multiple headaches for the end customer,” says Joy.

Finding the right partners is key to any business’s success, with mutual trust on both sides an important factor. This has been the case for meldCX in its collaboration with Ingram Micro Cloud.

“With Ingram we’re able to do what we do best, which is growing our product, and work with them to bring a total solution forward,” says Joy.

Find out more about Ingram Micro Cloud and enrol in the ISV Activate program.

This article is brought to you by Startup Daily in partnership with Ingram Micro.

Feature image: Supplied.