CRN Exclusive: Extreme Networks Channel Chief On New 'Game-Changing' Partner Program, Go-To-Market Strategy

The 'New' Extreme Networks

Extreme Networks is embarking on a major channel initiative to revamp how partners buy, sell and go to market with the networking vendor. The centerpiece is the new Extreme Partner Program, which emphasizes cross-selling, up-front discounts, simplification and aggressively attacking new verticals with end-to-end solutions.

A critical ingredient to the "new" Extreme is channel chief Gordon Mackintosh, a former top Cisco executive hired by Extreme in January 2016 to drive the vendor's partner strategy, programs, training and sales development. "It's a new Extreme," said Mackintosh, senior director of Extreme's Worldwide Partner Organization. In an interview with CRN, Mackintosh takes a deep dive into the new program and goal of driving more partner profitability.

Why should partners be pumped about the new Partner Program?

We're going to unify our company, technology, sales and marketing -- and from a unified partner program perspective. The new partner program will be an enhanced offering for all partners. It's game-changing. It's going to be highly rewarding. It's going to reward growth and solution-selling, and acquiring new customers.

With the [Avaya, Brocade Communications and Zebra Technologies] acquisitions, you can clearly see that we're absolutely focused on the enterprise campus space and focused on the partners selling into it. We have a far broader portfolio to sell. On top of all of that, we're going to unlock these new revenue opportunities around the Internet of Things, new consumption models, and the broader portfolio the combination of Avaya, Brocade, Zebra and Extreme bring.

What should partners know right off the bat?

What's really important is we made it simple. A simplified partner program in terms of leveling and specializations, certifications – we're really making it easier to train and get recertified so partners don't have too much of a burden on them.

We had four levels, we're now moving to three: Diamond, Gold and Authorized. We'll also have eight specializations. We'll have Extreme Wireless Access, Extreme Data Centre, Extreme Software, Extreme Campus Switching, Extreme Networks, Master Data Centre Automation, Master Campus Automation and Master Enterprise Automation.

Can you give an example of how this program makes it simpler for partners to do business with Extreme?

We're going to add up-front discount levels and deal registration to create very competitive everyday pricing, which will remove the need for special pricing and allow us all to be a lot more productive for the business to transact with less friction than it does today.

Today about 95 percent of our business is transacted through special pricing. In the future, we want to move to more of a 50-50 model. To obtain that, we're going to take Diamond-level up-front discounts to about 50 percent and Gold to around 48 percent. They're currently 42 percent at the moment. Then we're going to combine deal registration on top, which will be an additional 10 points.

Talk about your new market development funds approach.

We're going to move to a proposal-based MDF program. Our partners will be able to build more strategic plans with us, access more money to develop enablement and demand generation around going after new customers, or possibly starting to sell a different part of the portfolio that they don't sell today. Unlike other vendors, the majority of that will be 100 percent funded by us. It will give the partners more flexibility and access to more funds to develop the business jointly.

Where else is Extreme creating new profitability opportunities for partners?

We're also adding a growth rebate. Our solution-selling rebate is going to be maintained, but we're going to be adding -- through the new technology we're acquiring -- into that solution rebate. Then we're going to continue with our new account rebate as well. All of that is going to stack up to be a really enhanced and healthy back end for the partners. Honestly, I'd say it will be the best in the industry.

What's something brand new that you're providing partners?

We've been working with a company to produce Extreme Talk Tracks – it's a cloud-based offering that assists the seller in navigating the sales conversation with the customer. It's really trying to answer the question, 'Why Extreme'? or 'Why Avaya's Fabric in health care?' for example.

So it's a software tool?

It's software that they'll access through the partner experience platform. They log in, choose the top track they want based on the customer interest and the stage in the buying cycle. The Talk Track gives them insights, questions, talking points, case studies, videos to help in the sales conversation. Once that sales conversation is finished, with one click they can register the deal and can also make some commentary on the effectiveness of that conversation.

So a partner can critique the Talk Tracks?

Yes. So the cool thing about it is, after the conversation takes place, the person can rate the effectiveness of the conversation and recommend updates to Talk Track to make it better. So we can see what's resonating and what's working all over the world and can fine-tune sales conversations through the cloud very quickly to ensure our sales force and our partner sales force have the best message possible. It's very unique in the industry. All of these things are what partners have asked from us.

What's unique about Extreme's new Unified Partner Portal?

We're really trying to create a partner experience platform here. It can be personalized by the partner. The partner can personalize the homepage to exactly what is important to them. It can be personalized individually as well. If you're the business owner you may want to have one view, if you're the salesperson you may have another view, if you're a technical person you may have another view. It's going to take the form of like an application store. It's going to be really easy to use and navigate, brings everything into one place.

Our insight account managers will have access to the portal platform. They'll be able to push information to the partners they believe is relevant. They can also set up alerts so that they can be alerted on other devices when things change.

Why would a partner need to set up alerts inside the portal?

For example, a new lead is generated from a marketing campaign, or perhaps they just received a rebate, or one of their certifications is falling behind and they need to pay attention. You really use it as a last mile of a communications tool.

All in all, it's more than a portal. It's more of a platform and a personalized experience. It gets the right information to the right person at the right time.

What's new on the partner incentive front?

We're launching a new Ultimate Warrior program, which will be about cross-sell or solution-selling. The program is an incentive trip for the business owners. It's an award for them driving new business, for selling technology they don't sell today. For example, an Avaya partner starts selling Extreme Wireless, and they become a top partner in doing that -- they'll qualify for the Ultimate Warrior. It will be somewhere exciting like it is this year. This year's trip is a VIP trip for two on safari in Kenya.

What is your message to the channel?

It is a new Extreme. We're continuing to be laser-focused on the campus enterprise networking space. We're looking to unlock new revenue streams for our partners. Everyone here, including many of our partners, are extremely excited about the opportunity ahead.