VMware Continues to Fund its Partners’ Journey to the Cloud

February 21, 2011 at 3:27 pm Leave a comment

New Enablement, Specializations and Rewards Programs Announced

by Beth Vanni, Vice President

When it comes to partner programs focused on engaging cloud-savvy solution providers, few companies have been as committed as VMware.  Nowhere was this more evident than during the partner program breakout session at this year’s Partner Exchange event, held last week in Orlando. This session, held during lunch, was still packed with partners, all interested in learning how VMware would be enhancing its VMware Partner Network programs to offer them further support.

New rewards to individual solution provider sales reps, market-focused specializations and increased demand generation marketing support were all addressed. But, there was a unique focus on the company’s new partner Specializations.  In fact, Senior Director Global Partner Strategy & Solutions, Colleen Kapase, was quoted as saying: “Specializations is where you’ll want to be to get access to a lot of resources from us.”

VMWare’s market-focused specializations roadmap currently includes Academic, US Federal, SMB, Healthcare and Public Sector.  Although this approach is not unique among high-growth software companies, the virtualization leader seems to have really done their homework in building the sales, marketing, technical and financial benefits partners will receive when investing in this dimension of their go-to-market strategy.

As VMware has increasingly refined their partner segmentation and value-based program requirements, it’s become critical for the company to advance its “journey to the cloud” vision by attracting market-savvy solution providers. These market specializations will now provide partners the authorization to resell certain specialized product sets (e.g., education) as well as special pricing and marketing demand generation benefits.

Although the company already has some significant case studies and wins in key vertical markets, this evolution of their partner program is a great indication of their maturing as a partnering organization.  With 85% of current revenues attributable to partners, this market orientation through its partner communities is just another fundamental step in their own journey to becoming a truly partner-centric organization.


Entry filed under: Live from Events. Tags: , , , , , , .

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