2018 Partner Program Guide Details


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ADTRAN


Address901 Explorer Blvd.
Huntsville
AL
35806
U.S. HQ phone number800-923-8726
Web Site URLhttp://www.adtran.com/
CEOTom Stanton
Year Company Founded1985
Company SizeMidsized
Worldwide Channel Chief
Full NameMeggin Sawyer
TitleVice President, Business Solutions and Cloud Services
Date began serving in this role06/2015
North American Channel Chief
Full NameMeggin Sawyer
TitleVice President, Business Solutions and Cloud Services
Date began serving in this role06/2015
Channel Program Information :
Name of North American Channel ProgramADTRAN Partner Program
Year this Channel Program was established1992
North American Channel Program ManagerJenni Dettman
Program Manager TitleDirector, Sales & Strategic Alignment
Please indicate the products and services in which your company specializes and the sales models that apply:
As-a-service utility model (for either managed or cloud service delivery)Collaboration software
Unified communications
Video conferencing
Combination/hybrid model (partner product resell and deploy in an as-a-service model)Cloud tools & management
Enterprise networking infrastructure
Enterprise wireless LANs
Network connectivity
Security - network security appliances & software
SMB networking hardware
Systems management/network management
OverallCloud tools & management
Collaboration software
Enterprise networking infrastructure
Enterprise wireless LANs
Network connectivity
Security - network security appliances & software
SMB networking hardware
Systems management/network management
Unified communications
Video conferencing
Program Tiers:
Top Tier Name:ADvantage Plus
Tier 2 Name:Managed Service Provider
Tier 3 Name:ADvantage
Tier 4 Name:Registered
Which of the following best describes your company's 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 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?Not Applicable
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?
 Automation systems & partner portal development
 Development of training & certification programs/curriculum
 Discount promotions
 Field Channel account manager coverage
 Inside Channel account manager coverage
 Joint marketing planning
 Marketing resources
 Online tools
 Partner Communication & Recruitment Materials
 Product demo program
 Sales enablement
 Tiered discounts
What, if any, specific programs do you have in place to help partners increase their services attach and/or profit?
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 as the profit your partners derive from your solution
 Technical Certification Training
 Partner Services/Solution Selling Training
 Case Studies demonstrating the value of a total solution sell
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
What does this program typically charge your partners for demo units or evaluation licenses?Determined on a case by case basis
By what criteria are partner tiers for this partner program determined?
 Sales/Revenue volume
 Certifications
 Solutions expertise
 Specialization
How are partner discounts determined?
 Tiered Discounts - level/tier earned in the partner program (higher discounts for higher levels/tiers)
 Case by Case Determination
 Deal Registrations
Which of the following does your partner program offer to partners in an effort to help expand their businesses?
 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
 Technical training
 Sales tools
 Vertical market case studies
What types of training does your partner program offer?
 Self-paced sales on-line training
Hands-on sales training, including whiteboarding instruction
 Classroom based technical training that ends in certification tests (including sharing of any services-delivery IP and methodologies)
 Hands-on technical labs
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?Re-certification/renewal not required
Are partners required to meet revenue requirements in order to join the minimum or basic level of this partner program?No revenue commitment necessary
Please indicate which of the following requirements must be met in order for a partner to join the minimum tier or basic level of this partner program?
 Reseller certificate
 Valid website
 Signed Partner Agreement
Does this channel partner program offer:
 Pre-sales support
 Post-sales support
 Post-sales support
 Technical support
 Local account/field reps
 Escalation procedures for rules of engagement
How much time in advance of their customers are solution provider partners briefed on new or upgraded product launches?Less than one month before solution provider customers
Does your company's partner program portal/web site provide:
 Downloadable marketing materials
 Online training resources
 Portal with customizable views based on profiles
 Deal Registration
Which of the following types of hands-on marketing support does your partner program provide?
 One to one marketing planning with internal partner marketing managers
 Access to an automated marketing platform
 MDF management and operation support
How does your partner program inform and educate your partners? Does your partner program provide any of the following:
 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
 CAMs and Marketers communicate with partners primarily through Social Media
Which of the following criteria must a partner meet in order to qualify for the minimum or basic level of MDF/Co-op marketing?
 Sales volume
 Discretionary based on specific product/vertical/customer focus
 Discretionary based on channel account manager approval
 Proposal-based
 No restrictions, partner can spend MDF as they see fit
What does this partner program allow partners to spend MDF on?
Does your partner program have Partner Marketing Managers assigned to partners that qualify for MDF to plan and execute demand generation campaigns?No
What percentage of your MDF/Co-op goes unspent on a quarterly basis?NOT APPLICABLE
How does your partnerprogram 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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