EMC Debuts Business Partner Program, Offers Unified Tiers And Benefits


EMC Tuesday took the wraps off its renovated channel program, one that rewards partners selling solutions across the wide range of EMC technologies.

The new EMC Business Partner Program is scheduled to go live in January, at which time it will replace the current Velocity program and several other programs based on individual product lines with a single program that provides partner benefits across the full EMC solution spectrum, said Fred Kohout, vice president of partner marketing.

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The key change is unifying a variety of EMC partner programs that currently either have a product line focus, such as programs for EMC infrastructure, VMware or RSA, or are differentiated by partner type including solution providers or cloud providers, Kohout said.

"Partner models and business models are evaporating and changing," Kohout said. "If you are a partner with a different focus, we want to make it easy for you to work with EMC, and profitable to work with EMC. We want to provide rich rewards if you go broad with EMC or focus on particular solutions."

The EMC Business Partner Program does away with tying benefits to partner competencies, and instead provides benefits on a Silver-, Gold-, and Platinum-tiered basis depending on revenue, said David Abelow, senior director of the EMC Business Partner Program.

"The focus is on a richer, more predictable rebate structure," Abelow told CRN. "Our partners now have one goal: total top-line revenue with EMC's products and services. It's a single number."

EMC also is paying rebates to partners from day one and offering increased rebates as they reach new tiers, Kohout said. "Before, partners would earn rebates when they hit an overall performance goal," he said. "Now they earn from the day they sell."

The base level, Silver, is focused mainly on technology, Abelow said. The Gold level moves the focus to selling solutions, while the Platinum level is for expert partners who can implement solutions across the EMC Federation, which includes EMC Information Infrastructure, VMware, Pivotal and RSA, he said.

VCE, however, is not a part of the EMC Federation but it is linked to the EMC Business Partner Program, Abelow said. "So EMC partners also benefit from working with VCE," he said.

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