2014 Partner Programs Guide Details

Printer-friendly versionEmail this CRN article

Aruba Networks
Aruba PartnerEdge Program

Five Star Program Award Winner -- 2014
Company Information
Address1344 Crossman Ave
CEODominic Orr
Year Company Founded2002
North American Channel ChiefJim Harold
VP, Channels
Vendor Size CategoryMidsize
Total Revenue$100M - $1B
Indirect Revenue Percentage91% to 100%
Program Information
Name of Channel ProgramAruba PartnerEdge Program
Year Program Established2007
Number Channel Field Sales Reps North America22
Number Inside Channel Sales Reps North America3
Total North American Partners900
Number of New North American Partners300
Top Tier NamePlatinum
North American Partners Top Tier22
Tier 2 NameGold
North American Partners Tier 238
Tier 3 NameSilver
North American Partners Tier 370
Tier 4 NameAuthorized
North American Partners Tier 4745
Market Segment Specializations
Cloud Applications Software
Cloud Security
Enterprise Networking and Wireless
Managed Services
Network Security Appliances
Network Security Software
Networking Hardware and Wireless
SMB Networking Hardware including Wireless LANs and Voice
System and Management Network Management
Cloud Product and Program Offerings
Products Sold As A Cloud Service
Products Enable Off-Premise Cloud Solutions
Existing Program Supports Cloud Products
Extra Points Of Margin For Registered Deals
Extra Points On All Registered Deals
Time Frame For Communication of Deal Registration Approval or DenialYes within 72 hours
Program Offerings To Support Resellers
Discount Promotions
Qualified Leads
Awards For Sales
Awards For Innovation
Incentive Program
Financial Rewards
Marketing Resources
Partner Portal
Online Tools
Eligibility To Sell Vendor Services
Field Channel Account Manager Coverage
Inside Channel Account Manager Coverage
Loyalty Programs
Product Demo Program
Referral Programs
Sales Enablement
Tiered Discounts
Services Attach: For Every Dollar of Product Sold By Solution Providers, What's The Average Of Complementary Services Purchased By End CustomersMore than $2, up to $3
Programs To Increase Services Attach
Partner Services/Solution Selling Training
Partner Services Value Based Pricing
Statistics On Best In Class
Pay As You Go Purchase Option
Offer Residual Revenue ProgramYes
Demonstration Units OfferedYes for any partner level
Demonstration Unit ChargesMore than 75% off list/No fee
Criteria To Determine Partner Tiers
Sales Volume
Technical Skills
Solutions Expertise
Criteria To Determine Partner Discounts
Tiered Discounts
Program Offerings To Help Partners Expand Businesses
Business Transformation Training
Help Horizontal VARs Enter Vertical Markets
Training Advice On Incorporating Cloud Solutions
Provide Training On Hosted And Managed Services
Eligibility To Sell Vendor Services
Technical Training
Sales Training
Sales Tools
Vertical Market Case Studies
Tools To Identify Selling Opportunities
Marketing Concierge Services
Solutions Selling
Other Help
Share Aruba-generated leads, Referrals to other partners needing assistance with services
Training Offerings
Web Based
Instructor Led
Face To Face
Blogs And Message Boards
Costs for trainingFree for all partner tiers
Recertification RequirementsOnce every 25 to 60 months
Fee To Join Partner ProgramNo Fee
Revenue Requirements To Join Partner ProgramAnnual revenue commitment
Requirements To Join Program
Certified Or Accredited Sales Staff
Territory Coverage
Sales Volume
Revenue Commitments
Valid Website
Other Requirements
Accept program agreement online
Program Offers
Pre Sales Support
Post Sales Support
Technical Support
Local Account Field Reps
Escalation Procedures For Rules Of Engagement
Clearly Defined Division Between Direct and Indirect
Partners Briefed On Product Launches1 month to less than 4 months before customers
Partner Advisory CouncilYes - formal
Partner Portal/Web Site Offerings
Restricted Access To Partner Information
Searchable Product Pricing Database
Downloadable Marketing Materials
Online Training Resources
Portal Is Customizable Based On Profiles
Partners Syndicate Content To Their Website
Online Tools
Configuration Tools
Troubleshooting Tools
Other Services
Deal registration, lead passing, opportunity collaboration
Online Marketing Tools Offered To Partners
Self Service Email Marketing Tools
Content Syndication
Automated Social Media Tools
Self Service Tools For Cobranded Collateral
Hands-On Marketing Support Offered To Partners
One To One Marketing
One To Many Marketing
Access To Automated Platform
Other Information and Education Support Offered To Partners
Host Conference For Partners
Conduct Online Seminars And Conferences
Provide Funding To Partners To Attend Industry Conferences
Publishes Regular Newsletters
Conducts Regular Meetings With Individual Partners
Other Educational Tools
Channel Managers Responsible For Education
Roadshows for product/solution updates
Requirements for MDF/Coop Marketing
Sales Volume
Number Of Certified Technicians
Discretionary Based On Usage Approval
Discretionary Based On Product Vertical Customer Focus
Discretionary Based On Channel Manager Approval
Tier Based
Proposal Based
Do You Help Partners Track MDFYes
What Can Partners Spend MDF/Coop Funds On
Market Research
Appointment Setting
Marketing Support
Email Marketing
Field Markteting Managers Available To Plan Demand GenerationYes
Percent Of Unspent MDF Quarterly1-10%
Partner Lead Support Offered
Generates Leads And Initiates SalesTop Tier Partners Only
Generates Leads Which Are Given To PartnersTop Tier Partners Only
Drive Demand Directly To Partners Through MDFTop, 2nd and 3rd Tier Partners Only
Tools On Portal For Partner To Drive Their Own DemandTop, 2nd and 3rd Tier Partners Only
Access To Dedicated Program ManagerYes, every partner has access to a specific dedicated team