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AMD’s Terry Richardson: New Program Rewards Partners Who ‘Aggressively’ Sell AMD

‘If they choose to really understand and take the time to not only understand the AMD differentiation but start to aggressively position it, then there’s a reward,’ says AMD North America Channel Chief Terry Ricardson in an exclusive interview about the chipmaker’s new partner program.

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Richardson Talks New Rebates, MDF And More For Partners

AMD North America Channel Chief Terry Ricardson said the chipmaker’s new partner program for commercial systems will reward those who “aggressively” position the company’s CPUs with financial incentives that will help them grow their business.

In an exclusive interview with CRN, Richardson said the Santa Clara, Calif.-based company launched its new invite-only partner program on Jan. 1 for VARs and national solution providers who sell AMD-based servers and PCs from OEMs like Hewlett Packard Enterprise, Dell Technologies and Lenovo.

[Related: Lisa Su On How AMD Is Building ‘Workload-Optimized’ CPUs ]

“If they choose to really understand and take the time to not only understand the AMD differentiation but start to aggressively position it, then there’s a reward,” said Richardson, who previously worked in channel roles at HPE for 11 years.

The incentives include a volume incentive rebate program for CPUs, which Richardson described as “very competitive,” and market development funds. The benefits also include training, sales and marketing support and access to executives and technologists at AMD. And the incentives and benefits are better for partners who rank in the program’s higher “Elite” and “Executive” tiers.

Richardson said the rebate program is not only meant to help AMD continue to grow, it’s also supposed to help partners grow their businesses.

“We certainly would encourage partners to invest a substantial portion back into the business to help fuel growth,” he said. “But that decision is up to them: How much they take the profitability, how much they might create sales incentives or other things.”

What follows is a transcript of CRN’s interview with Richardson, who talked about how he built the new partner program, how the program works, why solution providers should the program and whether the program will eventually expand to include GPUs and products from AMD’s acquisition of Xilinx.

 
 
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