Two is better than one
Jun 1, 2023
Since Eaton’s 2021 acquisition of Tripp Lite, we’ve been working diligently to optimize the integration of the two companies and their corresponding product lines. Having now fully merged our industry-leading solutions and expert personnel, we are positioned to not only provide the most comprehensive offering for critical power and digital infrastructure applications, but to support our partners with the tools they need to successfully navigate the rapidly changing technology landscape.
However, as we finalized our product unification under a single brand, we discovered that aligning the channel models of the two companies required some additional consideration. As we explored the best approach to merging Eaton’s margin-rich partner model with Tripp Lite’s velocity model tailored to mass-marketers, it became clear that attempting to fuse two business models with completely opposite – yet highly successful and complementary – sales approaches was not the answer.
Different trajectories can achieve the same result. Eaton and Tripp Lite both hit the target in complementary ways.
Parallel paths to prosperity
Instead, we opted to move forward under a single brand while leveraging the historic channel successes of both companies. On one hand, Eaton’s partner program has long embodied features that appeal to value-added channel partners: high margin opportunities, solution differentiation, and protections such as deal registration and field engagement. In addition, we’ve provided partners with intimate support focused on lifecycle management and ensuring that customers recognize the value of continuing to purchase Eaton products.
At the other end of the spectrum, Tripp Lite’s velocity sales model has generated substantial success by tailoring to the needs of mass marketers such as DMRs, eCommerce and office supply retailers. Designed to foster growth and sell products quickly through highly competitive pricing and always-in-stock availability, this channel model thrives with unassisted sales that can be seamlessly completed online.
Best of both worlds
Rather than compromise either sales model by taking a product-centric approach like other manufacturers, Eaton is opting to implement a partner-centric method, which we unveiled at our 2023 Partner Conference. Value-added channel partners will lead with Eaton solutions while being able to complement their core offering with products from Eaton’s Tripp Lite series. Mass marketers will lead with the Eaton’s Tripp Lite series while still being able to include Eaton solutions for specific projects. Partners in attendance embraced the concept, which recognizes that maintaining two distinct business models is a much better approach than attempting to implement a one-size-fits-all channel structure.
The success of Eaton’s channel program has long been built on the foundation of listening to the needs of our partners – and the transition to establishing Eaton and Tripp Lite as a single brand has been no different. Our revised channel partner structure underscores our commitment to continuing to make adjustments and custom-tailor our programs to the individual needs of the channel – or channels, as the case may be. Our partners will know where to go and what to lead with, thanks to clear messaging and support between our offerings.