2017 Partner Program Guide Details


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Aruba, a Hewlett Packard Enterprise Company
Partner Ready for Networking


Address3333 Scott Blvd
Santa Clara, CA
95054
URLhttp://www.arubanetworks.com
US Headquarters Phone4082274500
CEOMeg Whitman
Year Company Founded2002
Division Created2016
Fiscal Year EndsOctober
Worldwide Channel ChiefDonna Grothjan, Vice President, World Wide Channels
Began Serving In This Role01/2016
North American Channel Chief Jim Harold, Vice President, North American Channels
Began Serving In This Role01/2012
Company SizeEnterprise
Indirect Revenue As A Percentage Of Total Corporate Revenue91% to 100%
Products Or Service Specialties
One-Time Product Purchase And Resell ModelCloud Tools and Management
Enterprise Networking Infrastructure
Enterprise Wireless LANs
Network Connectivity
Security - Network Security Appliances and Software
Security - Endpoint Protection
Security - Identity and Access Management
SMB Networking Hardware
Unified Communications
WAN Optimization/WAN Acceleration
Combination/Hybrid ModelCloud Tools and Management
Program and Tier Information
Year Channel Program Was Established 2016
North American Channel Program ManagerLes Bodnar, Director, North America Channel Operations & Programs
Program Manager Emailles.bodnar@hpe.com
North American Partners4022
New North American PartnersN/A
Top TierPlatinum
North American Partners119
Worldwide Partners276
Tier 2Service Provider
North American Partners22
Worldwide Partners48
Tier 3Gold
North American Partners126
Worldwide Partners340
Tier 4Silver
North American Partners305
Worldwide Partners760
Tier 5Business
North American Partners3450
Worldwide Partners10350
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?Yes
Does your partner program compensate partners for deals registered by one partner but closed by another?No
How does this channel program motivate/support its resellers?
 Awards for innovation
 Awards for sales
 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
 Points based reward programs
 Marketing resources
 MDF/Co-op
 Online tools
 Partner Communication & Recruitment Materials
 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
 Statistics on Best In Class Services Attach Rates
 Pay as you go purchase option
 Self-provisioning license portal
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
 Solutions expertise
 Specialization
How are partner discounts determined?
 Tiered Discounts - level/tier earned in the partner program (higher discounts for higher levels/tiers)
 Growth rate attainment level
 Certifications
 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
 New hire assistance
 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 TrainingPartner pays a percentage - discount off full price
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 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
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
 Territory coverage
 Sales Volume
 Revenue commitment
 Reseller certificate
 Valid website
 Actively transacting partner
 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?1 month to less than 4 months before solution provider customers
What does your company's partner program portal/web site provide?
 A catalogue of trusted, 3rd party marketing agencies to support partner marketing
 Searchable product/pricing database
 Downloadable marketing materials
 Online training resources
 Database for peer partnering
 Automated rebate processing
 Account management
 Portal with customizable views based on profiles
 Ability for partners to syndicate your content to their website
 Deal Registration
 Configuration/installation tools
 Troubleshooting tools
 Partner performance and profitability calculator
 CRM
 A selection of marketing campaigns partners can order and have executed for them
 Responsive design for mobile access
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
 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
 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?
 Sales volume
 Number of certified engineers
 Discretionary based on specific product/vertical/customer focus
 Discretionary based on specific
 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?
 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
 Demo equipment
 Market research
 Events: industry conferences, workshops, etc.
 Telemarketing/Outbound sales calling
 Product catalogues
 Newsletters
 Email marketing
 Co-branded merchandise
 Content development (case studies, socialcontent, blogs, solution briefs, etc.
 Direct Mail
 Public relations
 Website development and management
 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?1-10%
How does your partner program support its channel partners with leads?
Generates leads and initiates sales, which are turned over to partners2nd & 3rd Tier Partners Only
Generates leads which are turned over to partners2nd & 3rd Tier Partners Only
Works cooperatively with partners to drive demand directly to them through MDF and other marketing programs2nd & 3rd 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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