EMC Upgrades Velocity Channel Program to Focus on Credentials

Storage vendor ties program closer to training, specialties and service commitment, sets new tiers.

November 1, 2010

D.H. Kass

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EMC Corp. said it has altered both the thinking behind and the framework of its Velocity Solution Provider program to home in on training, credentials and services and away from revenue requirements.

The storage vendor said that it has re-tiered the channel program and set new requirements while offering an enhanced set of benefits and rewards, most of which will be set in motion on January 1, 2011.

“For the partners who choose to specialize to further differentiate themselves and ultimately become the trusted advisor to the private cloud, we’re putting more incentives than ever on the table to reward them for their hard work, investments, success and loyalty to EMC,” said Greg Ambulos, EMC vice president, Americas Channel Sales.

EMC said that changes to the Velocity program were prompted by the company’s intention to ease entry requirements, facilitate rapid access to its products and solutions, make training more time-efficient, and add new specialty designations to boost the value-added services its channel partners offer to customers.

In addition, EMC said that it will simplify how it manages partner relationship, generates leads, and handles deal registration, partner rewards and services opportunities.

Officials also said the company intends to fold into Velocity the partner programs of its recent acquisitions, including storage deduplication provider Data Domain, planned for January, 2011, and security vendor RSA in July, 2011, and Documentum records management.

“EMC remains committed to delivering the right products to successfully address customer pain points, making EMC’s entire portfolio of industry-leading products accessible, and having the industry-leading partner program that provides everyone the opportunity to be profitable day one,” said EMC’s Gregg Ambulos,

New Velocity program tiers

The Velocity partner program now contains four ascending tiers, namely Affiliate, Affiliate Elite, Premier and Signature. The levels are based, for the most part, on the partner’s involvement in training and services.

At the Affiliate-level, partners are required to participate in sales and system engineer training, which is offered online, the company said. Affiliate Elite partners can sell their own branded services on EMC technology through the training and certification of multiple sales and systems engineers.

Partners at the Premier and Signature tiers must commit to training in one or more of EMC’s specialties. Accordingly, the vendor is offering four new specialties—Consolidate, Advanced Consolidate, Backup and Recovery, and Governance and Archive, available this coming January.

The vendor said that partners achieving the new designations will widen the markets they can reach through boosting their ability to sell, deliver and architect complete end-to-end solutions.

More Specialties are planned including an RSA led Security Specialty, which will be available in July, 2011, the company said.

TAGS: EMC,certification,partner,Velocity,Storage

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