2017 Partner Program Guide Details


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A10 Networks
A10 Affinity Partner Program


Address3 West Plumeria Drive
San Jose, CA
95134
URLhttp://www.a10networks.com
US Headquarters Phone1-888-A10-6363
CEOLee Chen
Year Company Founded2004
Fiscal Year EndsDecember
Worldwide Channel ChiefKirsten Young, Vice President, Global Channels
Began Serving In This Role10/2013
North American Channel Chief Kirsten Young, Vice President, Global Channels
Began Serving In This Role10/2013
Company SizeMidsized
Indirect Revenue As A Percentage Of Total Corporate Revenue91% to 100%
Products Or Service Specialties
One-Time Product Purchase And Resell ModelEnterprise Networking Infrastructure
Security - Network Security Appliances and Software
SDDC- Software Defined Data Center
Virtualization - Networking
Server
Storage
As-A-Service Utility ModelCloud Hosting
Cloud Tools and Management
Enterprise Networking Infrastructure
Security - Network Security Appliances and Software
SDDC- Software Defined Data Center
Combination/Hybrid ModelConverged Infrastructure
Hyper-converged Infrastructure
Security - Network Security Appliances and Software
SDDC- Software Defined Data Center
Program and Tier Information
Year Channel Program Was Established 2014
North American Channel Program ManagerMaria Jacobson, Sr. Director, Global Partner Programs
Program Manager Emailmariaj@a10networks.com
North American PartnersN/A
New North American PartnersN/A
Top TierPlatinum
North American PartnersN/A
Worldwide PartnersN/A
Tier 2Gold
North American PartnersN/A
Worldwide PartnersN/A
Tier 3Bronze
North American PartnersN/A
Worldwide PartnersN/A
Cloud Involvement, Products, And Solutions
 Our products are sold as a Cloud Service where we (the vendor) are the Service Provider (i.e. SaaS, PaaS or IaaS, HW as a service, network connectivity)
 Our products are used to enable off-premise Cloud Solutions
 Our products are used to build hybrid Private Cloud Solutions
 Our existing partner program supports our cloud products/services
Does your partner program offer extra points of margin/discount/rebatesfor 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
Does your partner program compensate partners for deals that are registered by partners, but closed by direct sales?Not Applicable
Does your partner program compensate partners for deals registered by one partner but closed by another?Not Applicable
How does this channel program motivate/support its resellers?
 Automation systems & partner portal development
 Development of training & certification programs/curriculum
 Eligibility to sell vendor services
 Field Channel account manager coverage
 Incentive program
 Joint marketing planning
 Marketing resources
 MDF/Co-op
 Online tools
 Partner Communication & Recruitment Materials
 Product demo program
 Qualified leads
 SPIFFs
 Sales enablement
 Tiered discounts
Services Attach
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 specific programs do you have in place to help partners increase their services attach and/or profit?
 Technical Certification Training
 Case Studies demonstrating the value of a total solution sell
Does your partner program offer a residual revenue program (maintenance, software or professional services), recurring revenues or annuity streams that enable partners to create a long-term year after year revenue stream?Yes
Does your partner program offer demonstration units or evaluation licenses?For all partners
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?
 Joint business plan
 Sales/Revenue volume
 Certifications
 Technical skills
 Solutions expertise
How are partner discounts determined?
 Annual revenue volumes committed/sold (higher discounts for higher revenue volumes)
 Tiered Discounts - level/tier earned in the partner program (higher discounts for higher levels/tiers)
 Certifications
 Deal Registrations
What does your partner program offer to partners in an effort to help expand their businesses?
 Information to help horizontal VARs break into vertical markets (ie Healthcare)
 Technical training
 Sales training
 Sales tools
 Vertical market case studies
 Tools to identify selling opportunities
 MDF
 Post-sales services enablement training
 Leads
 Joint marketing planning
What types of training does your partner program offer?
 On Demand web based training/certification from any location (Self Serve)
 ILT (instructor lead training)
 Face to face training/certification
 Blogs/Message boards
 Authorized training partners (distributors)
Is there a cost to partners for training and/or certification?
Basic TrainingFree for all partners
Advanced TrainingFree for all partners
High Level CertificationPartner pays a percentage - discount off full price
How often does your partner program require re-certification or renewal for partners?Once every 13 to 24 months
Are partners required to pay a fee to join at the minimum or basic level of this partner program?No fee
Are partners required to meet revenue requirements in order to join the minimum or basic level of this partner program?Annual revenue commitment
Which requirements must be met for a partner to join the minimum tier or basic level of this partner program?
 Certified/accredited sales staff
 Revenue commitment
 Reseller certificate
 Valid website
 Signed Partner Agreement
What are this channel partner program's offerings?
 Pre-sales support
 Post-sales support
 Technical support
 Local account/field reps
 Dedicated account team
How much time in advance of their customers are solution provider partners briefed on new or upgraded product launches?1 month to less than 4 months before solution provider customers
What does your company's partner program portal/web site provide?
 Searchable product/pricing database
 Downloadable marketing materials
 Online training resources
 Account management
 Deal Registration
 Access to marketing campaigns that partners can leverage to develop pipeline
What types of hands-on marketing support does your partner program provide?
 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?
 Conducts online webinars and conferences
 Publishes regular newsletters
 Conducts regular email marketing
 Conducts regular meetings with individual partners
 Our channel account managers are responsible for educating and informing partners
What criteria must a partner meet in order to qualify for the minimum or basic level of MDF/Co-op marketing?
 Discretionary based on channel account manager approval
 Proposal-based
What does this partner program allow partners to spend MDF on?
 Print advertising
 Digital advertising
 SEO
 Sales Training
 Technical training/certification
 Customer seminars/road shows
 Online webinars
 Events: industry conferences, workshops, etc.
 Telemarketing/Outbound sales calling
 Email marketing
 Direct Mail
 Activities that generate leads
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 partnersAll partners
Generates leads which are turned over to partnersAll partners
Works cooperatively with partners to drive demand directly to them through MDF and other marketing programsTop Tier and 2nd Tier Partners Only
Provides tools on portal for partners to drive their own demandAll partners
Do partners need to meet specific lead management criteria or training in order to receive and continue to receive leads?No

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