2017 Partner Program Guide Details


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VMware
VMware Partner Network


Address3401 Hillview Ave
Palo Alto, CA
94304
URLhttp://www.vmware.com
US Headquarters Phone877-486-9273
CEOPat Gelsinger
Year Company Founded1998
Fiscal Year EndsFebruary
Worldwide Channel ChiefRoss Brown, Senior Vice President, Worldwide Partners and Alliances
Began Serving In This Role08/2015
North American Channel Chief Frank Rauch, Vice President, Americas Partner Organization
Began Serving In This Role07/2012
Company SizeEnterprise
Indirect Revenue As A Percentage Of Total Corporate RevenueDo not wish to disclose
Products Or Service Specialties
One-Time Product Purchase And Resell ModelBusiness Intelligence and Analytics
Cloud Hosting
Cloud Tools and Management
Collaboration Software
Converged Infrastructure
Data and Information Management
Disaster Recovery/Business Continuity
Enterprise Data Center Servers
Enterprise File Sync and Share
Enterprise Networking Infrastructure
Hyper-converged Infrastructure
Infrastructure as a Service (IaaS)
Managed Services (PSA/IT Automation)
Network Connectivity
Platforms as a Service (PaaS)
Security - Application and Code
Security - Data Loss Prevention
Security - Network Security Appliances and Software
Security - Endpoint Protection
Security - Identity and Access Management
SDDC- Software Defined Data Center
SDN - Software Defined Networking
SDS - Software Defined Storage
Systems Management/Network Management
Virtualization - Desktop
Virtualization - Networking
Server
Storage
As-A-Service Utility ModelBusiness Intelligence and Analytics
Cloud Hosting
Cloud Tools and Management
Collaboration Software
Converged Infrastructure
Data and Information Management
Disaster Recovery/Business Continuity
Enterprise Data Center Servers
Enterprise File Sync and Share
Enterprise Networking Infrastructure
Hyper-converged Infrastructure
Infrastructure as a Service (IaaS)
Managed Services (PSA/IT Automation)
Network Connectivity
Platforms as a Service (PaaS)
Security - Application and Code
Security - Data Loss Prevention
Security - Network Security Appliances and Software
Security - Endpoint Protection
Security - Identity and Access Management
SDDC- Software Defined Data Center
SDN - Software Defined Networking
SDS - Software Defined Storage
Systems Management/Network Management
Virtualization - Desktop
Virtualization - Networking
Server
Storage
Combination/Hybrid ModelBusiness Intelligence and Analytics
Cloud Hosting
Cloud Tools and Management
Collaboration Software
Converged Infrastructure
Data and Information Management
Disaster Recovery/Business Continuity
Enterprise Data Center Servers
Enterprise File Sync and Share
Enterprise Networking Infrastructure
Hyper-converged Infrastructure
Infrastructure as a Service (IaaS)
Managed Services (PSA/IT Automation)
Network Connectivity
Platforms as a Service (PaaS)
Security - Application and Code
Security - Data Loss Prevention
Security - Network Security Appliances and Software
Security - Endpoint Protection
Security - Identity and Access Management
SDDC- Software Defined Data Center
SDN - Software Defined Networking
SDS - Software Defined Storage
Systems Management/Network Management
Virtualization - Desktop
Virtualization - Networking
Server
Storage
Program and Tier Information
Year Channel Program Was Established 2003
North American Channel Program ManagerPhilip Larson, Senior Director, WW Partner Programs
Program Manager Emailplarson@vmware.com
North American PartnersN/A
New North American PartnersN/A
Top TierPremier
North American PartnersN/A
Worldwide PartnersN/A
Tier 2Enterprise
North American PartnersN/A
Worldwide PartnersN/A
Tier 3Professional
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, depending on the product
 Yes, depending on the partner type or tier
 Yes, depending on deal size
 Yes, depending on monthly revenue
 Yes, when we have time sensitive incentives
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?Yes
How does this channel program motivate/support its resellers?
 Automation systems & partner portal development
 Awards for innovation
 Awards for sales
 Development of training & certification programs/curriculum
 Direct deposit funds
 Discount promotions
 Eligibility to sell vendor services
 Field Channel account manager coverage
 Financial rewards
 Incentive program
 Inside Channel account manager coverage
 Joint marketing planning
 Loyalty programs
 Points based reward 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 typically more 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
 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
 Automated transaction process for billing/licensing and provisioning
 Partner Incentive Programs
 Enablement programs (Bootcamps, Mobile Applications, LiveFire, vmLIVE), Services Best Practices (Solution Enablement Toolkits, Delivery Guides/Checklists, Sample SOWs), Marketing Demand Generation Campaigns
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 top, 2nd and 3rd tier partners only
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?
 Sales/Revenue volume
 Certifications
 Technical skills
 Solutions expertise
 Specialization
How are partner discounts determined?
 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)
 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
 Joint marketing planning
 Solution Enablement Toolkits offer Intellectual Property to help partners develop their own customized solution offering - Demand Center provides partners with a robust, integrated platform to create and execute customizable marketing campaigns that drive demand for VMware solutions, generate leads, and grow marketing pipeline.
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 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?Annual 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?
 Certified/accredited sales staff
 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
 Ability for partners to syndicate your content to their website
 Managed services community
 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
 Integrated Platform Partner Rewards Management
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
 Partner Blog - Partner social media communities such as LinkedIn, Twitter, YouTube - PartnerLink - social media community within the partner program; partners can communicate with other partners and VMware on topics. Partner Marketing Forum
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
 Partner Blog - Partner social media communities such as LinkedIn, Twitter, YouTube - PartnerLink - social media community within the partner program; partners can communicate with other partners and VMware on topics
What criteria must a partner meet in order to qualify for the minimum or basic level of MDF/Co-op marketing?
 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
 Demo equipment
 Market research
 Events: industry conferences, workshops, etc.
 Telemarketing/Outbound sales calling
 Email marketing
 Co-branded merchandise
 Content development (case studies, socialcontent, blogs, solution briefs, etc.
 Direct Mail
 Social media enablement
 Syndication
 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 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 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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