Two dart arrows Image by 15299 from PixabaySirocco Group, a CRM and CPQ Consulting services organisation, has extended and expanded its partnership with Tacton, the CPQ SaaS firm for manufacturers. Sirocco has now added a Tacton sales team to its implementation services. The change comes as Sirocco notes an increasing demand for the Tacton CPQ solution from manufacturing organisations.

The relationship between the two firms began in 2018, adding expertise to the Tacton CPQ solution alongside its Salesforce CRM and CPG practices. It has successfully helped to implement Tacton CPQ for over 300 customers, including Tetra Pak and Alfa Laval. It has now become a global reseller for Tacton CPQ.

Sirocco group has offices in Stockholm, Dubai, Barcelona, and Turin, as well as teams in New York and San Francisco. According to LinkedIn, it has around 70 employees, mainly based in Sweden.

Viveka Tengö, Vice President of Global Channel and Alliances at Tacton, commented, “Expanding our partner network is crucial as Tacton experiences significant growth in global demand for our CPQ platform. We have built a successful relationship with Sirocco over the past six-plus years, and we couldn’t be happier to bring our partnership to a whole new level.”

The decision to take this step will deepen the relationship between the two organisations. It will enable Sirocco to be involved earlier in customer conversations and strengthen the relationships between all three parties.

Laith Al-Hashimi, CEO at Sirocco, commented, “This creates new possibilities and further reinforces the companies’ dedication to providing high-quality CPQ solutions for manufacturers across the Nordics, Southern Europe, North America and the Middle East. We’re proud and excited to renew and strengthen this commitment, which elevates and extends our collaboration with Tacton to a truly global level.”

Why this announcement is interesting

Tacton looks to sell its solutions to the world’s largest manufacturing organisations. It appears that Sirocco will have a slightly different approach. The press release revealed that Sirocco will focus on the mid-market. This approach for channel partners is eminently scalable. The Sirocco team will also assist the Tacton direct sales team on larger enterprise accounts as well.

It is an approach that Tacton CEO Bo Gyldenvang described in his interview with Enterprise Times in 2021. He said, ”Right now we are very direct. In the next six to 12 months, you’re going to see a heavy increase in our indirect business.”

Bo Gyldenvang, CEO Tacton (image credit - LinkedIn)
Bo Gyldenvang, CEO Tacton

In Sirocco’s case, this change may have taken more than two years. However they are not the first reseller to expand from implementation partner to reseller as well. In 2022, Scandinavian Digital did the same thing. The Tacton partner page now lists thirteen partners that are both services and sales partners.

Tacton CEO Bo Gyldenvang said, “We are proud to continue working with Sirocco through this partnership, as innovative manufacturers and engineering firms around the world discover how Tacton CPQ can help them reduce costs, improve operations, and increase profits. The expansion enables us to further address rapidly changing customer needs and shift toward frictionless and fast digital buying experiences.”

Enterprise Times: What does this mean

As Tacton looks to scale, it needs to bring on board more reseller and service partnerships. The number of partners listed on its partner page is still quite small however the level of expertise required is high. While Tacton has solid relationships with global SIs, such as Accenture and Capgemini, it also needs to build an ecosystem of small partners across the world, especially outside Europe, where it appears weak in terms of the number of listed partners.

Sirocco has only a small presence in the US. Tacton will need to consider how to expand its partner presence in that region along with continued growth in Europe.


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