What's Ahead For Vendors' Partner Programs

New developments are swirling around the industry, some seemingly on crosscurrents. For example, Internet software companies, including Vignette and ATG, are scaling back the number of third parties they work with. Whereas ATG once catered to nearly 300 integration companies, it now works closely with only 50, according to CEO Paul Shorthose, who favors "quality over quantity."

But for every one company cutting back on the number of partners it engages, there seems to be another, such as Stratus Technologies, ramping up recruitment. Last September, the company, headquartered in Switzerland, unveiled a new partner program that coincided with the introduction of its fault-tolerant Stratus ftServer product family. Since then, it has begun heavily recruiting VARs, systems integrators, ISVs, distributors and OEMs. Borrowing a page from others, the company created a three-tiered Platinum-, Gold- and Silver-level program that rewards partners for performance and commitment. By January, more than 80 partners in more than 20 countries had signed on.

"We have a value proposition that is differentiated and

provides better margin for the VAR that works for us, rather than the vanilla PC-server [vendor," says Stratus CEO Stephen Kiely.

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Likewise, Miramar Systems, a Santa Barbara, Calif.-based developer of Windows utility software, also launched a new program for solution providers last fall. Designed to spur sales of Miramar's DesktopDNA PC migration software, the program provides discounts, leads, co-op marketing funds, and sales and support tools. After making inroads into enterprise accounts through a direct sales force and via select partnerships with EDS and others, the company recognizes it needs solution providers to further penetrate small and midsize customers, says Dennis Casey, director of channel and partner marketing at Miramar.