Intel Revamps Decade-Old Channel Program

Intel has begun revamping its worldwide channel program under one umbrella in a move that changes the qualification programs and ultimately aims to provide an overarching indirect go-to-market platform.

The decade-old Intel Channel Partner Program, which had become fragmented, will be divided into two key tracks: Technology Partner for traditional solution providers, and Systems Builders. The former applies to solution providers who sell Intel-based systems but don't build them.

Under the system-builder track, there will be three classes of partners: Premier, Associate (formerly known as active) and Registered. Intel has broken out the benefits that will accrue to members on its partner Web site. The company also is raising qualifications in an effort to reward those who take advantage of new benefits offered by the program. Those benefits include new training tools, advance access to information and a variety of new sales tools, many of which Intel has already implemented in North America but now will roll out worldwide, says Shirley Turner, director of North American distribution and channel marketing.

Following is a breakdown of some key benefits of the three Systems Builders designations:

In the past, Premier partners, of which there are about 325, were designated as such by invitation only by senior Intel sales reps. Under the new program, they instead will have to meet certain sales qualifications, a move Turner admits could weed out as many as 70, but could also help some Associate members to step up.

"We are hoping they will," Turner says.

Premier partners will receive exclusive and advance access to information, personalized alerts, an invitation to Intel's Solutions Summit, online training, sample products prior to product launches, and priority support from senior engineers. These partners will need to register by the end of the year.

For Associate channel partners, of which there are roughly 10,000, the sales requirements goes from 10 CPUs per quarter to 50 per year. Partners must be integrated solution providers, not just passing inventory along to other partners. Partners can sell servers, desktops and mobile CPUs to meet their quotas, Turner says.

Associate members will have access to a new Intel Channel Partner Program (ICPP) logo, allowing them to brand themselves as Intel partners for the first time -- something they have been requesting.

"This provides a stronger alignment," Turner says. "It gives them more credibility with their customer base."

Finally, Associate members will gain access to sales center reps, online tools and the Intel Channel Conference.

Registered Members -- 35,000 in all -- will gain access to the online Intel Reseller Center and receive technical and marketing support as well as alerts.

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Intel's Shirley Turner explains channel changes.