EMC revamps Velocity partner program

Changes focused on helping partners differentiate their business

Storage vendor, EMC, has announced significant enhancements to its Velocity solution provider program.

EMC A/NZ channels general manager, Brett Harris, said the enhancements are focused on helping partners differentiate their business to customers by giving them more flexibility in how they go to market.

“They were made to drive growth and provide greater opportunity for our partners – particularly around the three underpinning foundations for the partner program, which is to be simple, predictable and profitable,” he said.

The changes enable partners to advance up the tiered program (signature, premier, affiliate elite and affiliate) quicker and easier.

In order to qualify as a signature or premier partner, channel partners no longer require the implementation services certification requirements. In addition to that, the revenue threshold has also been removed.

Another change made to the program, is the number of specialisations required to become a premier partner. Now, partners need to have three specialisations instead of just one.

“This change is a request of our partners because they claimed there was not enough differentiation between being a signature partner and a premier partner. It means that a partner needs to commit more to us in terms of investing their skills,” Harris said.

The company has also introduced a new target products rebate for premier and signature partners, focused around the products in the EMC portfolio relevant to the mid-market.

“There will be additional rebate available for partners selling the EMC VNX, VNXe, Avamar, DataDomain, VFCache products, and they get rebates from the first dollar they sell.”

The other change it provided is around enhanced product profit opportunity – it has integrated the Isilon partner program to the Velocity partner program, following its acquisition of Isilon, to enable Isilon’s partners to benefit from the Velocity program.

Other changes include: Increased demand generation opportunities and an expanded portfolio of EMC products.

Harris mentioned that along with the partner program, some of its other channel aims for 2013 are to improve its partner experience with its recently launched enterprise select program and improved partner engagement methods.

“We’re moving towards the goal we set ourselves a few years ago of having up to 80 per cent of our business in A/NZ through our channel partners. We’re very close to hitting that goal a year early,” he added.

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