Unlocking Success With NetApp’s Partner-First Culture

For partners aiming to scale their businesses, having the right strategy and support system is essential. NetApp's Partner Sphere program, known for its partner-first approach, equips partners with the tools and resources needed to thrive in today’s competitive market.

In an exclusive interview with CRNtv host Sydney Neely, Jenni Flinders, NetApp’s senior vice president of worldwide partner organization, shared how the company is empowering its partners for success.

Sydney: Can give us an overview of the Partner Sphere program? What sets this program apart, and how does it help partners deliver even better outcomes for customers?

Jenni: Our award-winning Partner Sphere program is designed to foster strong partnerships that align with our core priorities. We have a very straightforward tiering framework that’s clear to our partners and aligned with solution competencies.

Second, we offer empowerment through resources and incentives, ensuring we work programmatically with our partners to help them create demand.

Finally, we have an expansive ecosystem. A diverse network of partners is essential for delivering customer outcomes, and with Partner Sphere, we enable that.

Sydney: Why is understanding the partner ecosystem crucial for driving successful technology decisions and outcomes for customers?

Jenni: Throughout the customer lifecycle, various technology decisions are made, and on average, multiple partners are involved at different stages. Each partner plays a critical role in delivering distinct value and outcomes. Within Partner Sphere, we can engage with partners in different capacities—whether they are influence partners acting as trusted advisors, partners who sell and use our technology to provide services, or partners we’re co-selling with to transacting with end customers. At any given time, several partners are involved in delivering value to our customers.

Sydney: How do NetApp’s incentive structures and investment strategies support partner growth?

Jenni: We support partners through four main levels. We offer value-based incentives, compete incentives, a focus on cloud and services and development funds to help with demand generation. We also provide rich, stackable options that reward partners for their contributions. Our portfolio is designed to help partners grow their AI discovery and solutions, win in flash, expand customer portfolios and strengthen their cloud presence.

At the end of the day, we’ve got everything covered in terms of incentives and investments as part of Partner Sphere.

Sydney: Can you tell us more about the key metrics and achievements of the NetApp Partner Sphere program?

Jenni: The program is all about delivering more for the customer together with our partners.

Recently we did a multiplier study with Canalys to really look at what is the partner's economic opportunity with us as it relates to services. The study found that for every $1 of NetApp sold, a partner can earn up to $4.55 with the services they provide. This multiplier is significant and represents a sweet spot for both the partner and the customer.

We’ve seen our partners grow by understanding this multiplier and how they can deliver services and solutions with NetApp, whether they’re focusing on AI, exploring VMware alternatives or expanding their cloud footprint.

When I reflect on the success we’ve achieved together, I couldn’t be prouder. Our partners’ expertise, market presence and relationships with us are stronger than ever, which is critical for our shared goals.

I’m committed to empowering our partners to lead with NetApp and co-sell across our portfolio to deliver positive outcomes for customers.

For more information on NetApp’s Partner Sphere program, visit NetApp.com/partners.