Transforming Data in the Channel

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Working in channel distribution can be complex. There are numerous recurring files involved, and there are even more complicated processes just to handle those files. Throw in different personas and tier partners – each with their own process – and the complexity increases in magnitude. Let’s look at a “simple” example.  

A vendor sells 3 licenses to a distributor in the month of December at $10 each, for a billable total of $30. That distributor then sells one license to their end customer at $20, one license to a syndicating partner at $15, and one license to a channel reseller at $14.50. The vendor sends a file to the distributor for $30 – which allows the vendor, once paid, to settle their invoice with the distributor.  

However, the distributor cannot just take the file and send it to their three partners – the file isn’t suitable or accurate for the parties that purchased the license.

Vendor, Distributor, Seller, Syndicating Partner

What’s the solution here? Well, to put it simply, the distributor must take the initial vendor billing file and procure three separate billing files for their own partners and customers. To make things more complex, each of these billing files requires changes and transformation so they represent the transaction between the two parties (with the correct logic and calculations applied).  

Once those files are sent to the partners, they must reconcile and transform that billing file to a system compatible with their own – which may have its own format as well.  

What’s more, the file itself normally contains hundreds, if not thousands or hundreds of thousands of records. Operational billing teams must thread these records carefully and ensure that any changes are error free and comply with the correct transformation logic. Depending on the size of the operation, this can be very resource intensive, ranging from a couple of days to even a few weeks to reconcile a month’s worth of billing information.  

Billing information isn’t the only operation that suffers from this process. Other operational scenarios that require data transformation are – price lists, product information, subscriptions, etc. These are all processes in which the data must be massaged to be valid. All of which can be extremely time consuming, resource intensive, error prone, or all the above.  

Here are some examples of data that can potentially be interpreted, mapped, or calculated differently downstream by each partner:

Original Value New Value (New Columns needed) 
Column 1: Price without Tax Column 2: Tax Column 3: Price with Tax  
Column 1: MSRP Column 2: Margin % Column 3: MSRP – Margin % 
Column 1: Customer ID Column 2: Customer First Name Column 3: Customer Last Name Column 4: Customer Phone Number 
Column 1: Price in USD Column 2: Price in EUR 
Column 1: First + Last Name Column 2: First Name Column 3: Last Name 

As you can see, data sent by one partner might have to be recalculated, reformatted, and/or transformed into a different set of data to be compatible with their respective operational systems and processes. These are critical to channel operations between vendors, distributors, and resellers. Here at CloudBlue we want to solve and simplify life for our partners by addressing this complex issue with our latest version of CloudBlue. 

In CloudBlue V26, we are introducing a new module called Commerce that allows for ingestion and transformation of different data sets that can be sent downstream to different partners. This takes the heavy lift and burden off our channel partners.

Commerce Module

In this new module, users can create different “streams’ that can set up how the data is transformed – simple or computed from another data stream. Once the data streams have been set up, batches can be created where transformations, accumulators, and other configured specifications can be defined. When the batches are published, the downstream partners can receive the published batches specific to the product by marketplace to consume, or further transform for downstream partners.  

By managing these processes within CloudBlue, the platform can take this complex, resource-intensive workload off our customers’ shoulders and simplify the end-to-end channel processes.  

Once the data streams are configured, companies using CloudBlue can save time, eliminate errors, and localize their entire transformation operations in one location. In CloudBlue V26, we will introduce our initial streams and batch functions for billing operations. As we invest more in this capability, you will see additional and more extended capabilities, such as transformations, and handling pricing and reseller scenarios.  

In addition to this feature, we are also introducing other features such as audit trail, additional Extensions-as-a-Service functionality, subscription management improvements, and much more.  

As with all our previous releases, we aim to both solve the problems our customers face and push the platform forward to meet these challenges head-on. You can review our full CloudBlue V26 Release Notes here.

We’ll also be hosting a webinar on December 9th, 2022, to provide an overview and to highlight these latest features and changes in the platform.

Want to learn more? Register here.

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Mike Jennett, Director of CloudBlue Platform Strategy, is an accomplished business and technology executive. With a deep focus on product development and go-to-market strategy, he plays a pivotal role driving strategic growth and market expansion. Mike’s career is characterized by his adeptness in driving technological advancements and his commitment to leading digital transformations with experience including IDC where he was VP of the Mobility and Digital Transformation IEP practices, and HP where he held numerous leadership roles. Mike’s expertise is also reflected in his published works and contributions to multiple tech publications. Mike holds a B.A. from California Polytechnic University.
Having previously to strategic product management, agile transformations, and user experience in CloudBlue, Taylor Giddens heads the Services & Solutions team where he ensures smooth delivery, operations and solution growth for our partners and customers.

The team includes technical account management, managed services, support, custom solution development, and customer enablement.

Prior to CloudBlue, his resume boasts leadership of some of the world’s largest companies during their digital transformations and marketplace launches. Taylor is a practitioner of servitude leadership when it comes to enabling his team to drive positive outcomes on the road to operational excellence.
Laurens van Alphen, a visionary entrepreneur with over 29 years of internet technology expertise, serves as Director of Technical Managed Services at CloudBlue, responsible for Operations and Delivery of CloudBlue SaaS.

As a Dutch racing champion and car enthusiast, he brings the same drive to the tech realm, steering Keenondots from a managed hosting firm to a global cloud enablement leader. Laurens is celebrated for his outcome-driven leadership, deep industry insight, and passion for balancing business innovation with client engagement.
Lincoln Lincoln is CloudBlue’s Head of Global Sales; having been with the company since November 2017. Leading CloudBlue’s global go-to-market organization, he’s responsible for driving accelerated and sustained mutual growth with CloudBlue’s customers and partners, as well as forming new customer partnerships across the Vendor and Provider ecosystem. As part of CloudBlue’s leadership team he is responsible the organisation’s revenue and continued market leadership by delivering and supporting products, services and solutions to organizations in established and new markets around the world.

Before joining CloudBlue, Lincoln was AppDirect’s Regional Director, Asia Pacific & Japan, responsible for forming, building and leading AppDirect’s business and operations across the APJ geography. He built and led AppDirect’s fastest growing and highest performing region globally within 3yrs.

Before joining AppDirect, Lincoln was EMC’s Practice Manager, Cloud Service Providers, APJ, working with the leading Service Providers to maximise their Cloud Business presence & market success. Lincoln joined EMC in 2007, and has over 20 years’ experience in the IT industry, having been based out of Singapore, Australia and the UK. Prior to EMC, he was in range of sales and channel positions at Symantec and VERITAS.

Lincoln has an Honours degree in Business Administration from Kingston University in the United Kingdom.
Brent Clooney is the Executive Director and Associate General Counsel for Ingram Micro Inc., and lead counsel for CloudBlue.

Brent is a Canadian based corporate lawyer with more than 20 years of experience as a strategic legal advisor both in private practice and as in-house counsel to large multi-national companies. Prior to joining Ingram Micro in 2008, he worked at a well-respected corporate law firm in Toronto, Canada and later served as general counsel for Toshiba Canada. During his 15-year tenure at Ingram Micro, he has held positions of increasing complexity and responsibility, and since being promoted to his current role in 2022, Brent is the legal lead for both Ingram Micro’s Canadian and global cloud businesses, as well as CloudBlue.

Brent holds a law degree (LL.B.) from Queen’s University, a Psychology degree (B.A. Honours) from Lakehead University, and has been admitted to the bar in Ontario, Canada since 2002.
Anurag serves as the Head of Product Management for CloudBlue and is responsible for product direction and driving innovation. His leadership has been marked by a keen focus on customer needs, growing the ISV ecosystem, and ensuring the continual evolution of CloudBlue’s product portfolio.

Anurag joined Ingram Micro in 2017 and has been instrumental in, positioning CloudBlue as an industry leading monetization platform for MSP’s, Telco’s and Distributors. Previously Anurag worked at Oracle and Microsoft where he managed many technology projects and programs.
As VP of Engineering of CloudBlue, Rony oversees the development and engineering efforts of the company. He is a recognized leader with more than 25 years of experience in Technology and Product.

Prior to joining CloudBlue Rony lead the R&D efforts at Tripwire acquired by Thoma Bravo, and Cedexis acquired by Citrix. Rony is a leader with extensive experience in transforming both complex technology problems into products that customers love and disjointed organizations into agile high performing teams.
Coen is a distinguished leader and entrepreneur in the realm of cloud technology. Currently serving as CEO of Keenondots and the Global Director of CloudBlue SaaS. He is passionate about driving innovation, fostering collaboration, and leading high-performing teams to achieve transformative results.

With a background as Managing Director of INTO Cloud and a pivotal role as Director of Products of KPN, he brings a wealth of experience in steering organizations through the complexities of the digital landscape.

Beyond the boardroom, Coen is a marathon enthusiast, demonstrating endurance and discipline in pursuit of both professional and personal goals.
Alyson has over twenty years of experience in demand generation, marketing automation and data management. She is responsible for leading the strategy and direction of the company’s brand, performance, and digital marketing.

Prior to CloudBlue, Alyson served as Ingram Micro’s Director of Global Business Intelligence Marketing Automation driving channel partner campaigns. Her tenure in marketing leadership at prestigious companies such as Western Digital, Ocean Institute celebrates redefining marketing campaigns and building top performing teams based on trust, experimentation, and results.

Alyson resides with her husband and three children in Orange County and is an active volunteer and donor within her children’s sports and education programs.

Darek Tasak is leading Customer Success & Value Creation for CloudBlue. In his role, he looks after CloudBlue customers globally during the entire lifecycle of our relationship: from the initial on-boarding, through in-life account management, always ensuring they build successful businesses leveraging our technology. Additionally, he is also in charge of Partnership & Alliances, as well as Pricing Management for everything we commercialize.


Before CloudBlue, Darek managed Ingram Micro’s Services division for hi-tech customers in Europe & APAC. His prior experiences include also launching and leading pan-European services business for TDSynnex, as well as strategy consulting with Boston Consulting Group (BCG).

As President of CloudBlue, Uddhav Gupta is a distinguished leader and visionary with nearly two decades of platform-building experience. He is an industry leader in digital commerce, the subscription economy, and monetization platforms.

Notably, at SAP, he spearheaded the transformation of their platform business into a multi-cloud platform-as-a-service, offering enterprise and developer-friendly subscription models. At Pure Storage, he championed the efforts to successfully disrupt the storage industry by creating revolutionary Storage-as-a-service, AIOps-as-a-service, and Disaster Recovery-as-a-service offerings with cutting-edge features and establishing a sophisticated subscription commerce infrastructure that is channel-friendly.

At CloudBlue, Gupta guides and empowers businesses to rethink their monetization strategies by unlocking the power of digital ecosystems and marketplaces. CloudBlue provides enterprises with a mature multi-tier, multi-channel marketplace and monetization platform that enables usage-based subscription models and global delivery of Anything-as-a-Service solutions. Gupta has played a pivotal role in shaping the future of the subscription economy through his innovative thinking and impactful contributions.

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