BEA systems needs the channel. Again. This time it says it means it. The software infrastructure company wants VARs at its side, reselling and implementing its products as it seeks to ascend to the next growth pinnacle: $3 billion in sales. Hmm. Haven't we heard this song and dance before? VARs have some right to be skeptical. BEA is a company that infamously shot itself in the foot two years ago when it pulled an about-face on partners, letting its then-strong reseller channel languish as it pumped resources into its hungry direct sales force. Partners were relegated to influencer roles, or no roles at all. What's worse, BEA suffered the channel executive equivalent of the revolving door, most notably marked by the departure of rising star Rauline Ochs, who came to BEA from IBM in 2000 and spearheaded the creation of its Star Partner program, only to leave in April 2002.
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