AMD Upgrades Fusion Partner Program

Advanced Micro Devices Inc. last week commemorated one year of operating its Fusion Partner Program, initiating a new track for distribution partners and an incentive program framed on meeting certain sales objectives.

In September 2009, AMD consolidated four channel programs into the Fusion program, offering three-tiers based on performance and commitment, six tracks—such as channel providers, e-tailers, commercial solution providers—that map to partners’ business models and goals, and associated training and support.

Now, the vendor said it will fold its three distribution models—what it calls system distributors, master distributors and channel providers—into the Fusion program and provide similar benefits to all members on a worldwide basis.

“Distributors will also now have access to all the benefits our other partners enjoy--customized resources, personalized tools and training and technical enablement resources to help drive sales,” said Bahr Mahony, AMD director of worldwide channel marketing, in a blog post.

David Kenyon, AMD vice president, worldwide channel marketing, said, in an interview, that folding distributors into the Fusion program enables a centralized, global framework that accommodates local modifications.

“We’re now consistent worldwide with how we work with distributors but the regions still can make changes to the core marketing programs,” said Kenyon.

“The goal, of course, is to prepare our channel partners for Fusion,” he said, referring to the expected launch in 2011 of AMD’s next generation Accelerated Processing Unit (APU), what Kenyon called a “compute model heavily leveraged for graphics.”

“The idea is to have a single, unified global partner program to execute our Fusion strategy, to increase traction,” he said.

Kenyon said that under the vendor’s restructured distribution program, resources will be funneled specifically to support programs for participating distributors, such as an online portal to provide information and data.

To receive program benefits, distributors must provide AMD with sales out data.

Fusion program meets initial set of goals

Kenyon said that the vendor has measured the Fusion program’s achievements with a number of metrics oriented to channel partners’ bottom line.

For example, AMD said that its number of Elite-level commercial partners expanded by 32 percent in the third quarter of 2010 and, overall, the Elite level grew by 56 percent for the entire year. In addition, its component partners achieved 99 percent of their sales goals, while 100 percent of channel partners met their financial metrics.

“For our partners, achieving real results that contribute to their bottom line is incredibly important,” wrote Mahony. “The AMD FPP has witnessed huge momentum since it launched, becoming integral to the success of our partners and providing a solid foundation upon which they can build growth and drive sales,” he wrote.

“We are pleased with our growth and the increase in the number of partners we have brought on board,” said Kenyon. “We’ve hit or exceeded our goals,” he said.

Kenyon said that the AMD Rewards Program is intended to prod sales growth from channel partners, generate demand for AMD solutions and build partner loyalty.

He said that the incentive program is based on sales performance, participation in events and completion of training. Rewards are offered both for individual achievement and company-wide results.