VMware Updates Channel Strategy for Multi-Cloud Opportunities

VMware has rolled out the next evolution of its worldwide partner program, delivering more incentives, and rewards based on partner performance and capabilities. Highlights include rebates and deployment incentives.

“Through Partner Connect, we are reinventing the VMware partner experience,” said Tracy-Ann Palmer, vice president, Global Channel Sales Programs and Compliance at VMware. “Our strategy is for every VMware partner to own the customer lifecycle end-to-end, leading with services, partnering with others, and building predictable, recurring revenue streams.”

The updated program is designed to serve as a platform for all partner business models, connecting partner programs and value-added activities in one universal point system. The new structure recognizes, aggregates, and rewards partner accomplishments across transactions, service delivery, capabilities, and specializations, and supports partners however they choose to go to market, whether via one business model or several.

Track-specific criteria rewards partners with incentives and benefits as they grow their VMware business. Partners can earn points for achievements in both training and innovation, from foundational capabilities to differentiated services and IP.

The completely overhauled partner dashboard provides a self-service experience enabling partners to customize views, so they know where they stand across program metrics at any time. Partners can track history, performance, and progress toward capabilities, specializations, and next level availability.

VMware has also launched a “Partner Connect” program enabling more partner-to-partner collaboration. Partners can participate in one or more business models, with each model opening a door to more incentives and program progression.

The company now offers partners 14 Solutions Competencies, 8 Master Services Competencies, and two Specializations partners use to close larger, higher margin deals. Partners can now earn capability points toward program progression based on their investment in training, competencies, and certifications.

Channel Impact^®
As organizations move toward the cloud, there is a significant opportunity for partners to help their customers with successful migration. The updated program is expected to better support a range of business models, and align partner enablement, practice development, and incentives with successful business outcomes.