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VMware Global Channel Chief On Overhauling 'Our Entire Partner Program'

'It's going to pivot towards our strategic priorities. So think of the way we launched our Master Services Competencies as being a little taste of what it's going to look like,' says VMware Global Channel Chief Jenni Flinders in an interview with CRN.

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What’s your plan for the VMware Partner Program?

If you look at how VMWare has grown over the past 20 years, success was predicated on vSphere and was very transactional. If you look at where our technologies are advancing -- cloud, services, driving consumption and deployment – it's a very different motion that's moving beyond the transaction. So it gives us a great opportunity to rethink our strategy and our approach with our partners in the ecosystem. We're going to reconstruct the entire partner program. It's going to get a total overhaul. It's going to drive simplified engagement. So instead of us engaging by nomenclature from which we identify the partners, which sometimes predicates the way we engage with them, [we’re rethinking our strategy]. So, for example, 'You're a distributor' or 'You're a reseller.' Well, they go, 'Well, I'm not just a reseller, I do a lot more, like I'm a managed service provider and I have a professional services offering.' We're going to let the partners engage with us based on their business models.

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