EMC Expands Partner Benefits, Fortifies Channel Strategy

Velocity Incentive program allows partners to stack rewards for acquiring new accounts and selling a variety of EMC products.

EMC Corp. recently added more heft to its partner program by expanding deal registration and boosting sales incentives, offering to reward resellers that sell its solution portfolio and embrace its training and certification.

Company officials characterized the program upgrades as consistent with the vendor’s strategy to make it easier for partners to conduct business with EMC and add to their bottom lines.

"The idea is to build strong partners," said Gregg Ambulos, EMC vice president of Americas channel sales. "It’s important to send a consistent and predictable message to partners. We want them to understand how to transact with EMC and that we are interested in driving their profitability. The easier it is for partners to work with us, the easier it will be for their clients to do business with them."

In the past months, the vendor has diligently offered channel partners a series of incentives, including a package for entry level NAS storage, an RSA security offering and others.

Now, it has unwrapped the Velocity Incentive program, a global offering that pays both the individual and the company. It allows partners to stack rewards for acquiring new accounts and selling a variety of EMC products, including hardware, and software for backup, recovery and archiving. Additional incentives are available for tying in EMC’s SourceOne solutions and RSA security products.

"We know that partners won’t invest in us without seeing returns," Ambulos said. "We ask partners to spend a lot of time building up competencies and we’re always interested in helping them improve their business. We take great pride in partners building a viable business around EMC."

The Velocity Incentive program, which replaces the vendor’s earlier Journey-to-the-Top offering, also includes a sales contest for top partners in North America, Europe, Latin America and Australia. The winner will be awarded a trip to the next Olympic Games in 2010 held in Vancouver, B.C.

Ambulos said that the vendor’s two-pronged deal registration program is designed to bump up margins for partners that either find an incremental deal or are brought into an existing opportunity by EMC’s sales team.

Now, under the vendor’s Incremental Deal Registration, partners that bring net new sales opportunities to EMC are provided an additional 5 percent discount off list price.

"We enhanced deal registration to reward partners for investing in building their skill sets around our solutions," he said. "We’re offering a margin enhancement for finding an incremental deal," Ambulos said.

EMC also is extending an additional 10 discount points to partners that invest in the vendor’s training and certification program, specifically its Technical Architect offering. To qualify for the bonus, the partner must include a local TA in the opportunity. All registered deals are eligible for the extra discount.

Four months ago, EMC introduced Prime Deal Registration in which certain mid-market leads generated by EMC are re-directed to qualified channel partners.

Ambulos said that the vendors’ deal registration and incentive programs underscore the importance of channel partners to EMC.

"We’ve gone from a hardware company to a solutions-oriented company," he said. "About 60 percent of our business is software and services related. Partners like that because there’s margin opportunities for them in solutions and services."

Ambulos said that EMC will continue to rollout "meaningful" incentive offerings for channel partners.

"More than 50 percent of our sales are touched by channel partners," he said. "The bottom line is we can’t do without our partner community.

TAGS: software,EMC,IT,channel program,Storage

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