Broadcom-VMware Program Leader: 5 New Partner Incentives And Changes

Broadcom partner program leader Laura Falko explains changes in partner deals larger than $50,000, VMware renewals, incentives, as well as its new Partner Journey module inside the revamped Broadcom Advantage Partner Program.

With the revamped Broadcom Advantage Partner Program for VMware partners now in effect, Broadcom’s partner program leader, Laura Falko, explains to CRN some major new channel incentives and changes that all VMware partners need to know.

This includes new deal registration changes for VMware Cloud Foundation (VCF) customer deals above $50,000, a new Partner Journey module, a new trail incentive for Statement of Work (SOWs) for VCF 9.0, as well as changes to VMware renewals and incumbency protection.

In an interview with CRN, Falko explains five big things every VMware partner needs to know about in 2026 regarding the revamped Broadcom Advantage Partner Program.

VMware Cloud Foundation And VMware vSphere Foundation $50K Deals

For partners seeking VCF and VMware vSphere Foundation (VvF) deals worth over $50,000, they will need to provide Broadcom with an adoption plan.

“For our VCF and VvF deals that are $50,000 and above, we now require an adoption plan to be associated with that deal registration program,” said Falko.

“So that way, we’re incenting the partner sellers to have a conversation with the customer around, ‘Why you should look at this offering,’ but also, ‘How are you going to leverage it to maximize the value that you’re investing in?’” Falko said. “So they have that adoption plan depending upon where that customer is and their specific pain points.”

New Partner Journey Module With Partner Rewards

Broadcom has launched a new Partner Journey module that provides role-based prescribed learning paths for partner sales, pre-sales, architects and implementation specialists.

“We also launched a new Partner Journey tool because this is complicated stuff, right? It’s not the same straightforward vSphere sale,” Falko said. “Different roles within the partner have different things to do and different certifications and different plays.”

The Partner Journey module is support-oriented with rewards attached, she said.

“So depending upon the person within the partner, they go in, they start their journey with their customer, and it unlocks various milestones. And at each milestone they get a reward,” she said.

The goal is to improve the partner enablement and sales process “in a easy to understand and kind of enjoyable way,” she said.

Trial Incentives For VCF 9.0 And VvF

Broadcom is also running some trial incentives in the various regions around partners who bring Broadcom-VMware Statement of Work (SOWs) around deploying VCF 9.0.

“The trial incentives are for partners who bring us SOWs tied to what we’re trying to get the partners to do—which is help customers move their bits that they’re on to VCF 9.0 so customers can be on the latest and greatest (technology),” Falko said.

“So deploying various features within the platforms of VCF and VvF,” she said. “So it could be vSAN around storage, or it could be a security play, or operations. So we’re incenting the partners to do that.”

Incentives For Deal Registration, Renewal And Incumbency

One of the biggest changes Broadcom implemented for VMware partners is new rules around deal registration and customer incumbency.

“Rather than just giving the incumbent partner the pricing protection or discount because they sold the deal last year, instead, we removed that and are requiring that the partner register the opportunity and show us their plan—or proof—that the customer has already turned on one of the features within VvF or VCF as an example,” said Falko.

“So that way they can show that they’re driving adoption and customer success,” she said. “For that, we increase the discount that they’re receiving for that renewal business.”

On the deal registration side, a partner will be able to register a deal and a discount if “they moved an existing customer to one of our new solutions, or if it’s a net new customer.”

“And we increased the discount for that as well,” she said.

What Should VMware Partners Be Doing In 2026?

When asked what VMware partners should be doing in 2026 to achieve the best incentives and discounts, Falko said partners should “definitely double down” on their Broadcom Knights program certifications.

“And look at your architecture and post sales implementation roles within your company, because adoption and consumption are key components of customer success and VCF success long term,” she said. “So I would definitely ask the partners to focus there. We’re going to continue to evolve the program to reward our partners who are doing exactly that.’