2016 Partner Program Guide Details



Axis Communications
Axis Channel Partner Program

Address300 Apollo Drive
Chelmsford, MA
01824
Worldwide HQ AddressAxis Communications AB, EmdalavŠgen 14, SE-223 69 Lund
URLhttp://www.axis.com/us/en
Phone978 614 2000
CEORay Mauritsson
Year Company Founded1984
Year Division Created1987
In what month does your fiscal year end?December
North American Channel Chief Full NameLarry Newman
North American Channel Chief TitleDirector of Sales
North American Channel Chief Date Began Serving in this Role05/2002
Name of North American Channel ProgramAxis Channel Partner Program
Year this Channel Program was established2002
Name of North American Channel Program ManagerCristina Betanzo
Program Manager TitlePartner Marketing Manager
Program Manager Email AddressCristina.Betanzo@axis.com
Products and services in which your company specializes and the sales models that apply: One-time product purchase and resell (either hardware or software)Cloud hosting
Systems management/network management
Products and services in which your company specializes and the sales models that apply: As-a-service utility model (for either managed or cloud service delivery) Systems management/network management
Products and services in which your company specializes and the sales models that apply: Combination/hybrid model (partner product resell and deploy in an as-a-service model) Cloud hosting
Security Identity and access management
Size CategoryMIDSIZE
Indirect Revenue91% to 100%
North American Partners21142
New North American Partners1366
Tier NamesSolution Gold Partner
 Solution Silver Partner
 Authorized Partner
Number of North American Partners in Top Tier462
North American Partners in Tier 2475
North American Partners in Tier 320205
Which of the following best describes your company’s Cloud involvement, products, and solutions?
 Our products are used to enable Off-premise Cloud Solutions
 Our products are used to build Hybrid Private Cloud Solutions
Does your existing partner program support your company’s Cloud products/services?Our existing partner program supports our cloud products/services
Sales Support
Does your partner program compensate partners for deals that are registered by partners, but closed by direct sales?No
Does your partner program compensate partners for deals registered by one partner but closed by another or lost-deals to partners that did not obtain registration?No
Does your partner program offer extra points of margin/discount for registered deals?
 Yes, on all deals registered
Does your partner program require you to communicate approval or denial of a deal registration within a certain amount of time?Yes within 72 hours
How does this channel program motivate/support its resellers?
Awards for innovation
 Awards for sales
 Field Channel account manager coverage
 Low-interest financing
 Loyalty programs
 Marketing resources
 MDF/Co-op
 Online tools
 Partner portal
 Price protection plans
 Product demo program
 Qualified leads
 Rebates
 Referral programs
 SPIFFs
 Sales enablement
 Tiered discounts
 Training
Is it possible for a Solution Provider to attach services to your product/service beyond typical maintenance and/or break-fix?Yes
Thinking about a typical sale in which a Solution Provider is able to attach services to your product/service, is the amount they are able to attach:Attach services that are typically less than the cost of your solution
What, if any, specific programs do you have in place to help partners increase their services attach and/or profit?
Technical Certification Training
 Partner Services/Solution Selling Training
 Case Studies demonstrating the value of a total solution sell
 Other (please specify)
 Not-for-resale demo and loaner programs
Does your partner program offer a residual revenue program, recurring revenues or annuity streams that enable partners to create a long-term year after year revenue stream?NOT APPLICABLE
Does your partner program offer demonstration units or evaluation licenses?
For top tier and 2nd tier partners only
What does this program typically charge your partners for demo units or evaluation licenses?
51%-75% off list
By what criteria are partner tiers for this partner program determined
 Sales/Revenue volume
 Certifications
 Technical skills
 Solutions expertise
How are partner discounts determined? Please select all that apply.
Quarterly revenue attainment
 Tiered Discounts - level/tier earned in the partner program (higher discounts for higher levels/tiers)
Which of the following does your partner program offer to partners in an effort to help expand their businesses?
Business transformation training to help partners capture more of the services market
 Information to help horizontal VARs break into vertical markets (ie Healthcare)
 Provide training and advice about incorporating Cloud Solutions into current offerings
 Provide training in order to simplify the concept of hosted and managed services for VARs
 Technical training
 Sales training
 Sales tools
 Vertical market case studies
 Solutions selling
 Leads
 Referrals
 Joint marketing planning
What types of training does your partner program offer? Please select all that apply.
On Demand web based training/certification from any location (Self Serve)
 ILT (instructor lead training)
 Face to face training/certification
 Road shows
 Boot camp
Is there a cost to partners for training and/or certification?
Partner pays a percentage (discount off full price)
 Partner pays a percentage (discount off full price)
 Partner pays a percentage (discount off full price)
How often does your partner program require re-certification or renewal for partners?Once every 25 to 60 months
Are partners required to pay a fee to join at the minimum or basic level of this partner program?
No fee
Does this fee vary based on any of the following?
Are partners required to meet revenue requirements in order to join the minimum or basic level of this partner program?Quarterly revenue commitment
Please indicate which of the following requirements must be met in order for a partner to join the minimum tier or basic level of this partner program? Please select all that apply.
Technical certification requirements
 Certified/accredited sales staff
 Other (please specify)
 Quarterly revenue commitment
Does this channel partner program offer: Please check all that apply.
Pre-sales support
 Post-sales support
 Post-sales services support
 Technical support
 Local account/field reps
 Dedicated account team
How much time in advance of their customers are solution provider A177partners briefed on new or upgraded product launches?1 month to less than 4 months before solution provider customers
Does your company utilize a partner advisory council that provides your company with constructive feedback on your partner program and/or channel issues?No
Does your company’s partner program portal/web site provide: Please select all that apply.
 Searchable product/pricing database
 Downloadable marketing materials
 Online training resources
 Automated rebate processing
 Account management
 Portal with customizable dashboard based on profiles
 Deal Registration
 Configuration/installation tools
Which of the following types of hands-on marketing support does your partner program provide? Please check all that apply.
One to one marketing planning with internal partner marketing managers
 One to many marketing support via internal partner marketing managers
How does your partner program inform and educate your partners? Does your partner program provide any of the following: Please select all that apply.
Hosts a conference specifically for partners
 Hosts a sales conference for direct sales and partners together
 Conducts online webinars and conferences
 Provides funding to partners to attend industry conferences
 Publishes regular newsletters
 Conducts regular email marketing
 Conducts regular meetings with individual partners
 Other (please specify)
 Axis Academy (face-to-face) seminars, conference, awards
Which of the following criteria must a partner meet in order to qualify for the minimum or basic level of MDF/Co-op marketing? Please select all that apply.
 Discretionary based on specific product focus
 Other (please specify)
 All marketing funds/activities must have prior approval and proof of performance*
What does this partner program allow partners to spend MDF on? Please select all that apply.
 Print advertising
 Digital advertising
 Sales Training
 Technical training/certification
 Customer seminars/road shows
 Demo equipment
 Market research
 Events: industry conferences, workshops, etc.
 Email marketing
 Content development (case studies, social content, blogs, solution briefs, etc.
 Activities that generate leads
 Other (please specify)
 anything with prior approval
Does your partner program have Partner Marketing Managers assigned to partners that qualify for MDF to plan and execute demand generation campaigns?Yes
What percentage of your MDF/Co-op goes unspent on a quarterly basis?None
How does your partner program support its channel partners with leads?
Generates leads and initiates sales, which are turned over to partners.All partners
Generates leads which are turned over to partners.All partners
Works cooperatively with partners to drive demand directly to them through MDF and other marketing programs.All partners
Provides tools on portal for partners to drive their own demand.All partners

Unedited content provided by vendors.