EMC To Launch Unified Channel Partner Program

A channel source said that a key provision of the unified program is that EMC will offer incentives to sell not just more storage software, but also more bundled hardware/software solutions. This includes changing how solution providers get compensated for their EMC sales so they can get enhanced compensation for selling software compared to selling hardware, and even further compensation if they sell Clariion storage arrays with EMC's software applications, the source said.

Lance Sedlak, director of marketing for enterprise storage at Arrow Enterprise Storage Solutions, an Englewood, Colo.-based distributor, said he expects the changes to be a big step forward in EMC's quest to bring together legacy channel programs from EMC, Legato and Documentum. "It's an overall program that treats all [solution providers] equally," he said. "It lets them earn points on sales, and accelerators for achieving certain levels. They can get points for selling Clariion hardware. But if they sell software too, they get improved benefits."

The move to combine Hopkinton, Mass.-based EMC's legacy hardware and new storage software products under one channel program comes on the heels of its software buying binge. Since taking the helm nearly four years ago, EMC CEO Joe Tucci has acquired 13 software companies, including VMWare, Documentum, Legato, Dantz and, most recently, network management software maker Smarts.

John Koury, EMC vice president of channel marketing, said the revamped channel program is aimed at making it easier for partners to do business with EMC. "The consistent feedback from our reseller community was the need for a single, consistent program that allowed them to offer all of EMC's storage, information and content software together with our tiered storage platforms," he said. "We have the leading technology and we are building a leading channel partner program that will benefit our partners, EMC and, most importantly, our customers." One channel source who was informed of EMC's plans to unify the partner program said the changes will make it easier for channel partners that get the right certifications to sell the various products. "This is big news," the solution provider said. "It enables EMC to lean more on those who just sell Legato or Documentum or EMC. It will show them they can sell the other parts."

EMC made the announcement Tuesday during its first-ever software conference in Las Vegas, which attracted more than 600 attendees from 325 organizations, including resellers and integrators.

David DeWalt, executive vice president of EMC Software, said the tremendous response in attendance and participation at the conference is further proof of EMC's "ongoing commitment to the channel." "When the expertise of our diverse group of partners is combined under a single Velocity program, customers of all sizes, in all industries around the world, will be able to more effectively reduce the cost and complexity of managing, sharing and protecting information across the entire life cycle," DeWalt said.

EMC said Velocity will combine the EMC, Legato and Documentum channel programs for solution providers, software-only partners, technology partners and services partners into a single, global program with a single set of systems and processes. EMC said it will provide market- and product-specific tools, support and resources to help members leverage EMC's information life-cycle management leadership to grow business and serve their target markets, whether they are large enterprises or SMBs. EMC said the new program is designed to enable and reward solution-selling. The channel program for EMC's VMware server virtualization software remains unchanged and separate in large part due to the different focus of the VMware offering compared with that of EMC's other software, according to the company. EMC maintains VMware as a separate subsidiary in part to maintain VMware's OEM relationships with IBM, Hewlett-Packard and others.