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Vendors sprucing up channel programmes

It seems to be the moment to give a channel partner programme a clean lick of paint

At this time of year traditionally a fair amount of spring cleaning happens as people shake-off the winter cold and throw open doors and windows and beat a few carpets outside.

Parallels can also be drawn with some of the activities of vendors, which have decided that now is the time to spruce up their partner programmes.

The last few days have seen a fair few examples of programmes being rolled out, revised and extended to make sure they are providing the sort of support that distributors and resellers are looking for.


The vendor has expanded its global partner programme to increase support for those partners looking to sell VM aware storage. The main highlights include more market development funds, discount on products that partners can use in their own environments as well as increased training and certification.

Mark Young, systems engineering director EMEA at Tintri, said that it was very happy with the partners it had already signed up and wanted to provide them with more support.

"We have always had guidelines for the different layers but we have never spelt them out in this much detail," he added that it was also making marketing funds available for those partners that had schemes that would drive growth.

Under the new programme there will be three tiers - elite, premier and authorised -  and there are also enhanced dertifications to highlight those with technical sales expertise.


The application performance specialist has established its partner programme in response to its movement towards more of an indirect model and thanks in the UK to the growth in reseller numbers that have been spurred by its distributor Big Tec.

Karl Barton, EMEA director, business development & alliances at VMTurbo, said that it was now formalising its partner relationships with a programme that was designed to provide structure.

The 360 degree partner programme is designed to not only help tier partners and provide the usual training and certification but is also providing access to deal reg and more vendor resources.

"With the 360 degree partner programme we very much want partners to become platinum partners, which they can gain from revenue and certifications," added Barton.


There are also moves over at storage player Nexsan to provide a more coherent portfolio for partners with the firm bringing under one programme all of the partners that had been brought in through Imation’s Connected Data acquisition.

The private cloud file sync technology that was the heart of Connected Data’s proposition, the Transporter product, is now being made available to all partners.

Geraldine Osman, vice president of international marketing at Nexsan, said that the time had come to bring partners together and the options provided by Transporter had provided more options for the channel.

“We want to be able to offer file sync and share and to differentiate and give resellers the chance to make more margin,” she said.

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