VMware is preparing for a "complete overhaul" of its global partner program, as part of widespread changes to simplify channel engagement.
That's according to Jenni Flinders, the recently appointed global channel chief at VMware, with further details to be revealed in the coming months.
"There are new ways that we’re going to look at engaging with our partners,” said Flinders, when speaking to ARN. "I want partners to actually engage with us based on their business model.
"If you look at how business models have evolved the way that technology has evolved, we have to be agile and ensure that we’re opening ourselves up to partners to actively engage with us through their choice.
"This is based on their business model and that’s how they differentiate themselves in the market with their customers."
As VMware embarks on the new program process, Flinders outlined plans to drive simplicity when engaging with the vendor, for both existing and new partners.
Specifically, the new program is expected to be launched next year, as the software specialist closes out its first quarter in May 2019.
In terms of supporting partners through the transition, Flinders said VMware is working towards showing partners the new opportunities that lay ahead under the new-look program.
"I want to get to a point where partners can clearly see where they can do business with VMware and clearly see the path to profitability, and develop new practises,” she said.
As VMware continues to make progress through advanced technologies, Flinders aims to ensure the vendor can build deeper capabilities across its partner ecosystem.
The move aligns to recent announcements at VMworld 2018 in August, when the vendor revealed raft of new technologies and enhancements.
"The only way that I can build a program that is superbly valuable and very competitive in the market, is by looking to my partners,” she said.
"There are many partners that have unique business models that has been their competitive strength, and we need to hone in on that and how figure out how do we leverage that with the partnership, build on top of it and make sure they’ll be successful as well."
Meanwhile, VMware CEO, Pat Gelsinger, recently revealed that the vendor's Cloud Provider Program attributed more than 30 per cent to its revenue stream, which rose 12.5 per cent to US$2.17 billion, in addition to hinting at further investments in the future.