EMC is revamping its Velocity partner program in an effort to increase channel sales.
Recently appointed president of Asia-Pacific and Japan, Steve Leonard, said channel feedback had identified communication and return on training investment as weak points in its indirect model.
"We are building up the Velocity program to provide a better business model for partners through services and capabilities," he said. "We also want to make it more profitable to work with us. This new program is about removing obstacles."
General manager of commercial and channel sales, David Henderson, said partners would be given access to training across its nine technical specialisations for a one-off fee of $9000.
The offer is available for 12 months. Henderson said it had also expanded its course list to include self-development modules.
In addition to education incentives, EMC has raised rebates to encourage partner specialisation.
Resellers would continue to earn rewards for new deal registration as well as hitting volume targets.
"The new program is about compensating partner investment into technical resources," Henderson said. "If a partner has committed to a call centre practice, we want to recognise that."
All four tiers of partner - associate, premier, advantage, and signature - would have the choice to purchase from EMC or through local distributor, LAN Systems.
Alongside frontline improvements, Leonard said EMC had restructured the way its direct sales team was being rewarded for customer sales. Previously, they could lose a portion of commission if a channel partner became involved. Now, they could earn the same amount of commission, if not more, for bringing in a reseller.
The push to deepen partner relationships comes off the back of EMC's aggressive acquisitions strategy. Over the past two years, the vendor has acquired 23 companies globally. Henderson said the new initiatives reflected its move out of storage-specific products towards information management.
EMC managing director for A/NZ, David Webster, said the local operation had invested significantly in channel support, increasing the number of staff working in partner relationships and enablement.
"We won't restrict where partners can operate," he said. "We'd like lots of direct relationships with customers, but with partners involved in services or support."