EXCLUSIVE: EMC A/NZ “satisfied” with channel, moving ahead with periodic adjustments

EXCLUSIVE: EMC A/NZ “satisfied” with channel, moving ahead with periodic adjustments

Not looking to make any major structural changes, rather adjusting through feedback to fine-tune channel interactions

EMC Corporation is satisfied with both its Australia and New Zealand channel business, and, as a result, has no plans to make any major structural changes in the near future, according to channels general manager for the region, Brett Harris.

Instead, it will move forward by maintaining reassessments of its partner ecosystem to secure a value-added network instead of growing a volume-based system. This means work on communications and relevance, over recruitment and numerical expansion.

The approach is in line with EMC’s global ‘transform IT+business+yourself’ message, which is about doing the old, while laying foundation to commence practice of aspects of the new.

The concept was explained by global marketing CTO, Chuck Hollis, at the EMC Forum 2012.

As such, the Australia and New Zealand contingent will be making minor adjustments to elements of its partner program on the back of channel feedback. Feedback is gathered through surveys, the most recent of which was conducted in November and December of last year through Channel Dynamics.

On the back of the survey, EMC hired a new resource within its channel business to focus on enablement earlier this year. Harris said that the company is now working towards adding additional systems and processes behind enablement within its partner program in order to make partner relationships more systematic.

“To be able to manage our partners, we need to put more systems behind it, whether that be gaining a good understanding of the skills that in the channel, or creating learning paths of what we believe the skill need to be and then putting in processes to get partners to that level,” he said.

Another move made on the back of the survey was the introduction of a new deal registration model within the Velocity partner program. As of July 1, it implemented a single partner registration scenario, whereby only the first partner to bring an opportunity to EMC or is engaged by the company will receive the registration opportunity.

“That was all about providing partners with more protection on the things they are working on and investing in to retain profitability,” Harris said.

EMC will also launch a new Cloud provider program in the fourth quarter, which it announced in May. It will be designed to provide its more traditional Velocity reseller partners access to the same sort of benefits as its service providers.

As it progresses with its fine-tuning approach, EMC has the goal of pushing its business “to a point where 80 per cent is through partners” for the region, according to EMC Australia and New Zealand marketing director, Karinne Brannigan. At present, the figure sits at about at 65 per cent, and around 73 per cent for Asia-Pacific and Japan.

The target for the goal is 2014, although progress has moved faster than anticipated, Brannigan said.

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