2017 Partner Program Guide Details


Printer-friendly version Email this CRN article

Kaspersky Lab
Kaspersky Partner Program


Address500 Unicorn Park Drive 3rd Floor
Woburn, MA
01801
URLhttp://kaspersky.com
US Headquarters Phone781-503-1800
CEOEugene Kaspersky
Year Company Founded1997
Division Created2005
Fiscal Year EndsDecember
North American Channel Chief Michael Canavan, SVP of B2B Sales, North America
Began Serving In This Role12/2016
Company SizeMidsized
Indirect Revenue As A Percentage Of Total Corporate Revenue91% to 100%
Products Or Service Specialties
One-Time Product Purchase And Resell ModelManaged Services Software (RMM)
Security - Data Loss Prevention
Security - Endpoint Protection
Systems Management/Network Management
As-A-Service Utility ModelManaged Services Software (RMM)
Security - Data Loss Prevention
Security - Endpoint Protection
Combination/Hybrid ModelManaged Services Software (RMM)
Security - Data Loss Prevention
Security - Endpoint Protection
Program and Tier Information
Year Channel Program Was Established 2008
North American Channel Program ManagerKevin Lozeau, Director Channel Marketing
Program Manager Emailkevin.lozeau@kaspersky.com
North American PartnersN/A
New North American Partners300
Top TierPlatinum
North American Partners47
Tier 2Gold
North American Partners242
Tier 3Silver
North American Partners431
Tier 4Registered
North American Partners2380
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, depending on deal size
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?Yes
How does this channel program motivate/support its resellers?
 Automation systems & partner portal development
 Awards for sales
 Development of training & certification programs/curriculum
 Discount promotions
 Eligibility to sell vendor services
 Field Channel account manager coverage
 Financial rewards
 Incentive program
 Inside Channel account manager coverage
 Joint marketing planning
 Low-interest financing
 Loyalty programs
 Marketing resources
 MDF/Co-op
 Online tools
 Partner Communication & Recruitment Materials
 Price protection plans
 Product demo program
 Qualified leads
 Rebates
 Referral programs
 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 about the same cost as your solution
What 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
 Pay as you go purchase option
 Self-provisioning license portal
 Partner Incentive Programs
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?More than 75% off list
By what criteria are partner tiers for this partner program determined?
 Joint business plan
 Sales/Revenue volume
 Certifications
 Technical skills
How are partner discounts determined?
 Tiered Discounts - level/tier earned in the partner program (higher discounts for higher levels/tiers)
 Case by Case Determination
 Deal Registrations
What does your partner program offer to partners in an effort to help expand their businesses?
 Business transformation training
 Information to help horizontal VARs break into vertical markets (ie Healthcare)
 Provide VARs with training and advice so that they better understand how they may incorporate Cloud Solutions into their current offerings
 Provide training in order to simplify the concept of hosted and managed services for VARs
 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
 MDF
 Post-sales services enablement training
 Leads
 Referrals
 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
 Boot camp
 Boot camp
 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 CertificationFree for all partners
How often does your partner program require re-certification or renewal for partners?Once per year
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?No revenue commitment necessary
Which requirements must be met for a partner to join the minimum tier or basic level of this partner program?
 Reseller certificate
 Signed Partner Agreement
What are this channel partner program's offerings?
 Pre-sales support
 Post-sales support
 Post-sales support
 Technical support
 Local account/field reps
 Escalation procedures for rules of engagement
 Dedicated account team
 Clearly defined division between accounts for direct and indirect sales
How much time in advance of their customers are solution provider partners briefed on new or upgraded product launches?4 months to less than 7 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
 Automated rebate processing
 Ability for partners to syndicate your content to their website
 Deal Registration
 Troubleshooting tools
 A selection of marketing campaigns partners can order and have executed for them
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
 Access to an automated marketing platform
 Full service marketing concierge services via 3rd party providers
How does your partner program inform and educate your partners?
 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
 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?
 Sales volume
 Discretionary based on channel account manager approval
 Tier-based
 Partner type/business model
 Proposal-based
What does this partner program allow partners to spend MDF on?
 Appointment setting
 Print advertising
 Digital advertising
 SEO
 Sales Training
 Technical training/certification
 Sales head count
 Technical head count
 Marketing head count
 Customer seminars/road shows
 Online webinars
 Events: industry conferences, workshops, etc.
 Telemarketing/Outbound sales calling
 Newsletters
 Email marketing
 Co-branded merchandise
 Content development (case studies, socialcontent, blogs, solution briefs, etc.
 Direct Mail
 Social media enablement
 Syndication
 Website audit and development
 Activities that generate leads
 Branding and thought leadership campaigns
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 partnersTop Tier and 2nd Tier Partners Only
Generates leads which are turned over to partnersTop Tier and 2nd Tier Partners Only
Works cooperatively with partners to drive demand directly to them through MDF and other marketing programsAll partners
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?Yes

Unedited content provided by vendors.


Printer-friendly version Email this CRN article