What is Sales and Marketing Strategy of ALSO Holding Company?

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What is the sales and marketing strategy of ALSO Holding?

In the dynamic landscape of the Information and Communication Technology (ICT) industry, ALSO Holding AG's sales and marketing strategy plays a pivotal role in its sustained growth and market leadership. A significant strategic move that has reshaped the company's trajectory is its expansion and strengthening of its ecosystem, notably highlighted by the strategic partnership with Westcoast, which received regulatory clearance in February 2025. This alliance is poised to make ALSO the largest European technology provider, significantly enhancing its market presence and digital sales capabilities, particularly in the UK ICT market valued at 16 billion euros.

Founded in 1984 and headquartered in Emmen, Switzerland, ALSO Holding AG began as a distributor of IT products and services. Its original vision centered on connecting hardware and software manufacturers with resellers, providing essential logistics, financial, and IT services. While initially focused on transactional distribution, ALSO has transformed into a leading technology provider, diversifying its 'ALSO ecosystem' over the past 14 years to include solution-oriented business units and digital platforms. This evolution is reflected in its financial performance, with 2024 revenues maintaining around 11.0 billion euros, alongside a robust EBITDA of EUR 234.1 million and a record cash reserve of EUR 730.9 million, driven by strong cloud revenue growth.

This shift from a traditional 'box mover' to a comprehensive B2B marketplace for the ICT industry underscores the strategic importance of its evolving sales and marketing approach. The following sections will delve into how ALSO effectively gets its comprehensive portfolio of hardware, software, and IT services to customers, the sophisticated marketing tactics it employs, its distinct brand positioning, and the key campaigns that have propelled its recent successes. Understanding the ALSO Holding company profile reveals a commitment to innovation and market adaptation, crucial for its continued revenue growth and market approach.

The core of ALSO Holding's sales strategy revolves around its extensive partner ecosystem, facilitating efficient sales channels explained through its robust distribution strategy. Their market penetration strategies are amplified by digital marketing initiatives and a sophisticated product marketing approach. Customer acquisition methods are honed through strong customer relationship management strategy, ensuring a competitive advantage in sales.

ALSO Holding's marketing strategy is deeply integrated with its sales efforts, focusing on building a strong partner ecosystem strategy. This includes leveraging digital marketing initiatives to reach a wider audience and employing targeted product marketing approaches. The company's ability to generate revenue is a testament to its effective sales performance metrics and its strategic market approach.

Key to their success are the marketing campaign examples that showcase their innovative solutions and the strength of their ALSO Holding BCG Matrix. Their brand positioning in the market emphasizes reliability and comprehensive service offerings, which is a significant part of their competitive advantage in sales.

Looking ahead, ALSO Holding's future sales and marketing plans are likely to build upon this foundation, further enhancing their digital capabilities and expanding their ecosystem to drive continued revenue growth.

The sales strategy of ALSO Holding is deeply rooted in a business-to-business (B2B) marketplace model. This approach connects a vast network of vendors with a substantial base of resellers across numerous European countries and globally through Platform-as-a-Service (PaaS) partners. The primary engine for this is the ALSO Cloud Marketplace (ACMP), an advanced online platform designed for efficient procurement and management of IT hardware, software, and cloud solutions. This digital marketplace is central to the ALSO Holding company profile, facilitating transactions for thousands of resellers and offering value-added services.

While the digital marketplace is the cornerstone, direct sales and dedicated account management teams are crucial for cultivating and maintaining relationships with key vendors and resellers. This omnichannel integration is particularly important given the increasing demand for cloud services and digital transformation solutions. The company's distribution strategy emphasizes digital adoption, ensuring seamless access to its extensive product catalog and services for its partners. This focus has contributed significantly to the company's revenue growth, with cloud services revenue alone seeing a substantial increase.

Digital Marketplace Dominance

The ALSO Cloud Marketplace (ACMP) serves as the primary sales channel, linking over 800 vendors with approximately 135,000 resellers. This platform streamlines the procurement of IT hardware, software, and cloud solutions. In 2024, ACMP was instrumental in enabling efficient management of a vast product catalog and delivering essential value-added services.

Direct Sales and Relationship Management

Direct sales teams and account managers play a critical role in nurturing high-value relationships. They focus on strategic partnerships and ensuring customer satisfaction within the reseller network. This human element complements the digital platform, providing personalized support and strategic guidance.

Strategic Acquisitions for Growth

Key partnerships and strategic acquisitions are integral to the company's market approach and revenue growth. These moves enhance digital sales capabilities and expand market reach. For instance, the acquisition of Westcoast is expected to significantly boost digital sales and market presence in the UK ICT sector.

Omnichannel Integration and Cloud Focus

There has been a strategic shift towards digital adoption and omnichannel integration, driven by the increasing demand for cloud solutions. This evolution ensures a cohesive customer experience across all touchpoints. Cloud services revenue saw a significant boost, reflecting this strategic emphasis.

The company's distribution strategy is further strengthened by strategic acquisitions that bolster its market presence and expand its network. In 2024, acquisitions like SWS a.s. and Entec in the Czech Republic and Slovakia, along with a preliminary agreement for Datamatic S.p.A. in Italy, underscore this commitment. These moves are designed to enhance the Target Market of ALSO Holding by broadening its geographical reach and deepening its service offerings. The integration of these entities is expected to contribute positively to overall revenue growth and market penetration strategies.

Key Sales Performance Indicators

The company's sales performance is driven by its robust digital platform and strategic expansion. Key financial data highlights the success of its market approach.

• Cloud services revenue increased by 31% in 2024, reaching EUR 1,133 million.
• Strategic acquisitions have contributed approximately 400 basis points annually to top-line growth over the past 12 years.
• The acquisition of Westcoast is projected to add about EUR 4 billion in sales, representing over 40% of ALSO's FY24 revenues.
• The company operates across 31 European countries and 144 countries worldwide through PaaS partners.

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Marketing tactics for ALSO Holding AG are deeply rooted in digital engagement, aiming to cultivate awareness, generate leads, and boost sales within the business-to-business information and communication technology (ICT) sector. A cornerstone of their approach is content marketing, which delivers valuable insights and technical expertise to their reseller network and vendor partners. This strategy positions ALSO as a thought leader across key technology areas such as cloud computing, artificial intelligence, the Internet of Things, cybersecurity, and virtualization, reinforcing their ALSO Holding market approach.

The company's digital platforms, notably the ALSO Cloud Marketplace, function as more than just sales avenues; they are integral marketing tools. These platforms showcase a vast array of products from over 800 vendors, spanning more than 1,540 product categories. This extensive digital presence is a key element of their ALSO Holding sales strategy, facilitating broad market reach and product visibility. While specific campaign details for 2024-2025 are not publicly detailed, the emphasis on 'digital platforms' and 'accelerating the growth of digital platforms' strongly suggests a significant investment in areas like search engine optimization (SEO), paid advertising, and targeted email marketing initiatives as part of their ALSO Holding digital marketing initiatives.

Content Marketing Excellence

Providing valuable technical information and insights establishes thought leadership. This is crucial for engaging their reseller network and vendor partners in the competitive ICT landscape.

Digital Platform as a Marketing Tool

The ALSO Cloud Marketplace serves as a critical marketing channel. It highlights an extensive product portfolio from numerous vendors, driving engagement and sales.

Customer Experience Focus

The launch of the 'ALSO Customer Experience Forum' in early 2024 underscores a commitment to direct customer feedback. This initiative fosters community and drives lead generation through shared experiences.

Strategic Financial Investment

A strong financial position, evidenced by a record cash balance of approximately 731 million euros in 2024, enables strategic investments. These investments fuel ecosystem growth and market expansion, supporting their ALSO Holding revenue growth.

Evolution to Digital and Subscription Models

The marketing mix has shifted from traditional distribution to a strong emphasis on subscription-based cloud offerings. This reflects a data-driven approach to customer segmentation and personalized engagement.

Data-Driven Customer Engagement

Leveraging data for customer segmentation and personalization is key to their marketing strategy. This ensures tailored offerings and enhances customer acquisition methods.

The company's marketing efforts are intrinsically linked to its broader ALSO Holding business strategy, which prioritizes digital transformation and the expansion of its partner ecosystem. This approach aims to enhance their ALSO Holding competitive advantage in sales by offering integrated solutions and services. Their market penetration strategies are supported by a robust distribution network and a clear focus on building long-term relationships, which is a vital part of their ALSO Holding customer relationship management strategy. Understanding the competitive landscape is also crucial, as highlighted in the Competitors Landscape of ALSO Holding, informing their strategic positioning and marketing campaign examples.

Key Marketing Tactics Employed

The marketing tactics employed by ALSO Holding AG are multifaceted, focusing on digital channels and value-added content to engage their B2B audience. This strategic emphasis supports their overall ALSO Holding sales strategy and market approach.

• Content marketing to establish thought leadership in ICT sectors.
• Digital platforms like the ALSO Cloud Marketplace for product showcasing and sales.
• Customer experience initiatives to foster community and gather feedback.
• Investment in digital growth and ecosystem development, leveraging financial strength.
• Shift towards subscription-based cloud offerings and data-driven personalization.

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The brand positioning of ALSO Holding AG is firmly established as a premier technology provider and a comprehensive B2B marketplace within the Information and Communication Technology (ICT) sector. The company emphasizes its pivotal role in fostering a sustainable ecosystem by connecting vendors and resellers. Its core communication strategy centers on empowering partners and customers with a full spectrum of IT solutions and services, with a strong focus on innovation, sustainability, and delivering high-quality service. This commitment is consistently reflected in the brand's visual identity and tone of voice, which exude professionalism, reliability, and a forward-thinking approach, aligning perfectly with its dedication to technological advancement.

A key differentiator for ALSO Holding is its expansive 'ALSO ecosystem.' This integrated offering encompasses a wide array of products and services, including hardware, software, cloud-based digital platforms, and various IT services and solutions. This comprehensive approach allows the company to effectively cater to a diverse target audience, from large corporate resellers to value-added resellers, small and medium-sized businesses (SMBs), and retailers, positioning itself as a single, reliable source for all their ICT requirements. The company's appeal is further amplified by its dedication to innovation, as demonstrated by a €5 million investment in research and development in 2023 and the establishment of the 'ALSO Innovation Lab,' which actively promotes collaboration with startups and technology partners. Sustainability is another significant aspect of its brand identity, with a clear commitment to minimizing its environmental impact and championing eco-friendly practices. In 2023, the company reported a 23% increase in its sustainable product offerings, with an ambitious target of achieving a 30% reduction in carbon emissions by 2025. Brand consistency is meticulously maintained across all customer touchpoints and communication channels, further strengthened by ongoing strategic acquisitions and integrations that not only broaden its geographical reach but also enhance the overall appeal and robustness of its ecosystem.

Ecosystem as a Competitive Edge

The extensive 'ALSO ecosystem' serves as a primary differentiator, offering a unified platform for hardware, software, cloud services, and IT solutions. This integrated approach simplifies procurement and enhances value for a broad range of business partners.

Innovation and Sustainability Focus

A significant investment in R&D, including €5 million in 2023, and a commitment to sustainability, with a 23% increase in sustainable products in the same year, underscore the company's forward-looking brand positioning.

Target Audience Appeal

The company effectively appeals to corporate resellers, value-added resellers, SMBs, and retailers by providing a single source for all their ICT needs. This broad appeal is central to its market approach.

Brand Consistency and Expansion

Maintaining brand consistency across numerous touchpoints is a priority. Strategic acquisitions and integrations are leveraged to expand its geographical footprint and strengthen the appeal of its partner ecosystem.

The brand positioning of ALSO Holding is deeply intertwined with its overarching business strategy, focusing on creating a robust and interconnected partner ecosystem. This approach aims to drive revenue growth by offering a comprehensive suite of ICT solutions and services, thereby solidifying its market presence. The company's customer acquisition methods and sales channels are designed to leverage this ecosystem, ensuring that partners have access to a wide range of products and support. The effectiveness of its sales strategy is further enhanced by its digital marketing initiatives and its commitment to customer relationship management, all contributing to its competitive advantage in the market. Understanding the Growth Strategy of ALSO Holding provides further insight into how its brand positioning supports its market penetration strategies and future sales and marketing plans.

Technology Provider Identity

Positioned as a leading technology provider, emphasizing innovation and comprehensive IT solutions.

B2B Marketplace Role

Operates as a B2B marketplace, connecting vendors and resellers within the ICT industry.

Ecosystem Strength

Leverages an extensive 'ALSO ecosystem' encompassing hardware, software, cloud, and services.

Innovation Investment

Allocated €5 million to R&D in 2023 and established an 'Innovation Lab' for startup collaborations.

Sustainability Commitment

Increased sustainable product lineup by 23% in 2023, aiming for a 30% carbon emission reduction by 2025.

Target Market Reach

Appeals to a wide range of ICT partners, from large corporations to SMBs and retailers.

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The sales and marketing strategy of ALSO Holding is characterized by strategic initiatives that function as key campaigns, driving market expansion and digital transformation. These efforts are less about traditional consumer-facing advertising and more about building a robust ecosystem and capitalizing on emerging technology trends.

A significant ongoing initiative, akin to a major campaign, is the expansion of the ALSO ecosystem through strategic acquisitions and partnerships. The partnership with Westcoast, which received regulatory clearance in February 2025, is a prime example. This move aimed to establish ALSO as the largest European technology provider, integrating Westcoast's substantial revenue of approximately 4.2 billion euros in 2024 and its strong cloud business. The primary channels for this strategic push included direct negotiations, securing regulatory approvals, and communicating progress through press releases and investor relations. The success of this initiative is evident in the projected 46% revenue growth for FY25, as estimated by UBS, and the significant expansion into the UK ICT market, a sector with a total addressable market of 16 billion euros.

Ecosystem Expansion Through Acquisition

The acquisition of Westcoast, cleared in February 2025, significantly bolstered ALSO's market position. This strategic move aimed to create the largest technology provider in Europe. It integrated Westcoast's substantial revenue and cloud expertise into the ALSO framework.

Focus on Digital Platforms and Services

A core part of ALSO's strategy involves concentrating on high-growth digital areas like cloud, AI, IoT, and cybersecurity. This focus is designed to drive organic growth and improve profitability by shifting towards higher-margin services. The objective is to leverage the increasing adoption of cloud services and Everything-as-a-Service (XaaS) models.

Another critical 'campaign' for ALSO Holding involves its dedicated focus on high-growth digital platforms and services, with a particular emphasis on cloud, AI, IoT, and cybersecurity. This strategy is instrumental in driving organic growth and enhancing profitability by transitioning towards higher-margin service offerings. The overarching objective is to capitalize on the escalating adoption rates of cloud services and Everything-as-a-Service (XaaS) models. This strategic thrust is executed through sustained investment in its proprietary Cloud Marketplace, the development of innovative solutions such as Microsoft Copilot for MS 365 (available since January 2024), and targeted sales efforts. The tangible results of these efforts include a remarkable 31% surge in cloud revenue in 2024, reaching a total of EUR 1,133 million. Furthermore, the company anticipates a 5% growth in PC unit shipments in 2025, fueled by the ongoing PC refresh cycle and the emergence of AI PCs. These initiatives underscore ALSO's adaptability to evolving market dynamics and its commitment to achieving sustainable, profitable growth, aligning with its broader Growth Strategy of ALSO Holding.

Westcoast Partnership Impact

The February 2025 clearance of the Westcoast partnership is a key strategic move. It aims to make ALSO the largest European technology provider. This integration is expected to significantly boost revenue and market share.

Cloud Marketplace Development

Continuous investment in the proprietary Cloud Marketplace is central to ALSO's digital strategy. This platform facilitates the delivery of cloud services and XaaS models. It supports the company's shift towards higher-margin offerings.

AI and Cybersecurity Focus

ALSO is actively promoting high-growth digital services, including AI and cybersecurity solutions. This focus aligns with market demand for advanced technological capabilities. It positions the company for future revenue streams.

Microsoft Copilot Integration

The availability of solutions like Microsoft Copilot for MS 365 since January 2024 demonstrates ALSO's commitment to offering cutting-edge software. This integration enhances their value proposition to customers.

UK Market Entry

The expansion into the UK ICT market, with its 16 billion euro addressable market, is a direct result of strategic partnerships. This move diversifies ALSO's geographical reach and revenue base.

Projected Revenue Growth

UBS projects that the Westcoast acquisition will drive 46% revenue growth for ALSO in FY25. This significant increase highlights the success of their strategic acquisition approach.

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