OneAffiniti is a Sydney-based agency that specialises in providing marketing-as-a-service programs to the IT industry.
OneAffiniti’s market-leading platform, PartnerReach, allows top IT companies like Lenovo, Dell and HP to outsource their direct marketing functions while retaining visibility of the end buyer.
Under its unique business model, OneAffiniti reaches the small and medium enterprise (SME) IT market by partnering with trusted IT re-sellers.
A new opportunity
On the back of its huge success in Australia, an opportunity arose to launch PartnerReach in North America, as a joint initiative with one of its long standing customers, Lenovo.
The large size of the American IT industry – 70,000 re-sellers in comparison to 6,000 re-sellers in Australia – ensured there was significant growth potential in OneAffiniti’s offshore expansion strategy.
In order to capitalise on this opportunity, OneAffiniti needed to establish a sales office in the United States, which would recruit local re-sellers and provide ongoing customer service.
The office would operate in addition to the software development, campaign management and administration functions that are undertaken by staff in Sydney.
However, OneAffiniti was unable to secure sufficient funding from its bank for this new office, given OneAffiniti’s lack of tangible security.