2014 Partner Programs Guide Details

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Brocade Communications Systems, Inc.
Brocade Alliance Partner Network (APN)

Five Star Program Award Winner -- 2014
Company Information
Address130 Holger Way
San Jose
(408) 333-8000
CEOLloyd Carney
Year Company Founded1995
Worldwide Channel ChiefBill Lipsin
VP, Global Channel and System Integrators
North American Channel ChiefBill Lipsin
VP, Global Channel and System Integrators
North American Channel ChiefBill Lipsin
VP, Global Channel and System Integrators
Vendor Size CategoryLarge
Total RevenueGreater than $1B
Indirect Revenue Percentage71% to 80%
Program Information
Name of Channel ProgramBrocade Alliance Partner Network (APN)
Year Program Established2008
Number Channel Field Sales Reps North America32
Number Inside Channel Sales Reps North America10
Total North American Partners2,901
Number of New North American Partners683
Top Tier Name(APN Distributor - Above Top Tier)
North American Partners Top Tier5
Worldwide Partners Top Tier79
Tier 2 NameAPN Elite
North American Partners Tier 279
Worldwide Partners Tier 2149
Tier 3 NameAPN Premier
North American Partners Tier 3209
Worldwide Partners Tier 3355
Tier 4 NameAPN Select
North American Partners Tier 42,608
Worldwide Partners Tier 47,577
Market Segment Specializations
Cloud Applications Software
Cloud Infrastructure
Network Connectivity Services
Enterprise Network Storage, SAN or NAS
Networking Hardware and Wireless
SMB Network Storage, SAN or NAS
SMB Networking Hardware including Wireless LANs and Voice
System and Management Network Management
WAN Optimization and WAN Acceleration
Cloud Product and Program Offerings
Products Sold As A Cloud Service
Products Enable Off-Premise Cloud Solutions
Products Used To Build Private Clouds
Existing Program Supports Cloud Products
Extra Points Of Margin For Registered Deals
Extra points of margin depending product
Extra points of margin depending partner type tier
Time Frame For Communication of Deal Registration Approval or DenialYes within 72 hours
Program Offerings To Support Resellers
Low Interest Financing
Price Protection Plans
Discount Promotions
Qualified Leads
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 Customers$0.50 to $1
Programs To Increase Services Attach
Partner Services/Solution Selling Training
Partner Services Value Based Pricing
Case Studies
Partner Incentive Program
Pay As You Go Purchase Option
Offer Residual Revenue ProgramYes
Demonstration Units OfferedFor top-tier and second tier partners only
Demonstration Unit Charges51%-75% off list
Criteria To Determine Partner Tiers
Joint Business Plan
Sales Volume
Technical Skills
Solutions Expertise
Vertical Market 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
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
Training Offerings
Web Based
Instructor Led
Face To Face
Blogs And Message Boards
Authorized Training
Costs for trainingPartner pays a percentage
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
Valid Website
Program Offers
Pre Sales Support
Post Sales Support
Technical Support
Local Account Field Reps
Escalation Procedures For Rules Of Engagement
Dedicated Account Team
Partners Briefed On Product Launches1 month to less than 4 months before customers
Partner Advisory CouncilYes - informal
Partner Portal/Web Site Offerings
Restricted Access To Partner Information
Downloadable Marketing Materials
Online Training Resources
Portal Is Customizable Based On Profiles
Partners Syndicate Content To Their Website
Online Tools
Configuration Tools
Other Services
Deal Registration and Lead Management
Online Marketing Tools Offered To Partners
Self Service Email Marketing Tools
Content Syndication
Automated Social Media Tools
Self Service Tools For Cobranded Collateral
Other Tools
Multi Touch Demand Generation Campaign Tool (GRID)
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
Publishes Regular Newsletters
Regular Email Marketing
Conducts Regular Meetings With Individual Partners
Channel Managers Responsible For Education
Requirements for MDF/Coop Marketing
Sales Volume
Tier Based
Proposal Based
Do You Help Partners Track MDFYes
What Can Partners Spend MDF/Coop Funds On
Head Count
Market Research
Appointment Setting
Marketing Support
Email Marketing
Other Reasons
Demo Gear
Field Markteting Managers Available To Plan Demand GenerationYes
Percent Of Unspent MDF Quarterly1-10%
Partner Lead Support Offered
Generates Leads And Initiates SalesTop Tier and 2nd Tier Partners Only
Generates Leads Which Are Given To PartnersTop Tier and 2nd Tier Partners Only
Drive Demand Directly To Partners Through MDFTop Tier and 2nd Tier Partners Only
Tools On Portal For Partner To Drive Their Own DemandAll partners All Levels
Access To Dedicated Program ManagerYes, every partner has access to a specific dedicated team