Hats Off To Intel

Many vendors spend millions of dollars constructing a program, only to drop the ball by not letting their partners or potential partners know what benefits are available.

Solution providers tell us time and again that effective programs are ones in which vendors keep partners informed about new products in the pipeline, promotions, new opportunities, changes or strategic shifts. This is Channel 101, but many vendors just don't seem to get it. One vendor that does get it, however, is processor kingpin Intel.

At a recent CRN roundtable, white-box builders applauded Intel's ability to communicate and provide them with tools to drive Intel systems into the small-business market. They said Intel stands head-and-shoulders above Microsoft when it comes to partnering because the chip maker provides all the information, tools and support white-box solution providers need to be successful.

Larry Souza, president of Maximum Micro, a solution provider in South Yarmouth, Mass., sums it up this way: "There are biquarterly channel conferences where they [Intel invite us to a hotel in the area and tell us where they are going [with new processor products. They hold classes on products and charge us nothing. They have a cooperative advertising program, a demo program, interactive training, and they promote their products not only to the public but to the channel. They do everything right."

Intel has reached down to a grassroots level, nurturing tens of thousands of white-box builders focused on small businesses. That is no small feat at a time when many channel chiefs are doing their companies harm by failing to construct programs that target bread-and-butter small-business solution providers.

A lot of the credit for the applause Intel is receiving goes to Steve Dallman, director of channel sales and marketing, and his team. These Intel managers have put together a channel program that plainly and simply makes white-box builders more profitable. Thank you, Mr. Dallman. And hats off to Intel.