Singular partner program includes multiple
business models and routes to market with VMware
Enhancements will recognize and reward partner
capabilities and performance while delivering an elevated partner
experience
Incentives accelerate partner transition to
SaaS, subscription, and services-based business models
VMware, Inc. (NYSE: VMW) today announced the next evolution of
VMware Partner Connect – the company’s singular, unified, global
partner program. Partner Connect’s new framework aligns to today’s
cloud, services, and solutions-centric business models, and will
help partners drive better business performance and profitability
today while transforming their businesses for tomorrow. The evolved
VMware Partner Connect program will deliver a flexible framework to
support partners’ go to market with VMware, accelerate partner
growth, and reward partners for the totality of their achievements
and capabilities. VMware is delivering several immediate benefits,
with additional capabilities and enhancements to be made available
in the future.
VMware has identified three core profit drivers that show up
consistently within the company’s most profitable partners:
Services, Lifecycle Profit, and Stickiness. Each pillar is
synergistic and interconnected to create revenue and profit
opportunities. For partners focused on these three areas, the
results are tangible. When comparing VMware’s most profitable
partners to the worldwide averages: more than 80% of revenue from
their VMware practice is driven from services (cloud, managed,
professional); services profit is 1.5X higher; and professional
service days revenue is more than 2X higher.(1)
“VMware has applied learnings from thousands of partners to
drive the next evolution of Partner Connect and help partners
perform while they transform. VMware is well positioned to help
partners capture on the massive and growing opportunity in
multi-cloud,” said Tracy-Ann Palmer, vice president, Partner
Experience, Programs and Investments, VMware. “We now have one
unified partner program that will be more flexible and efficient,
with simpler paths to progression and more tools to help manage
partners’ VMware business. We’re optimizing incentives and programs
to help partners take their SaaS and subscription businesses to
another level and capitalize on cloud-centric business models and
economics.”
Elevated Partner Experience with a New Partner Connect
Structure
With the next evolution of Partner Connect, VMware partners will
benefit from a new flexible point system, simplified tiering, a
business model orientation, and add more self-service and
automation to further improve partner efficiency and profitability.
Partner Connect will reward partners for different ways they create
value, including both performance and capability activities.
Progression in the program will be based on the new points system
rather than a complex mix of IT pathways. Partners that progress to
the new Pinnacle tier will experience even greater financial
benefits and VMware engagement, including managed account coverage,
joint business plan development, and access to big bets
programs.
Additionally, Partner Connect will now support four different
business models under a single program: Solution Services, Solution
Builder, Cloud Solution Provider, and Solution Reseller. Creating
this flexible, collaborative framework across these four business
models enables VMware to unify support across all business models.
VMware will deliver a new self-service dashboard that provides
partners easy-to-access visibility into where they stand in the
Partner Connect program. Partners will be able to better track
their progression, incentives earned, competencies achieved and
other valuable telemetry for managing their VMware business.
Accelerating Partner Business Transformation to SaaS,
Services, and Solutions Selling
Customer Success practices are critical to helping customers
realize continuous value from the cloud, SaaS, and subscription
offerings. They are also a key component of the Lifecycle Services
identified by VMware as a core profit driver. With the new
Partner-Led Customer Success Specialization, partners now have
three options to execute Customer Success. Partners can build their
own comprehensive offering through the Specialization, collaborate
with VMware on Customer Success activities, or resell VMware
Success 360. These options enable partners to guide customers
through all the stages of their multi-cloud journey with VMware
solutions, while providing a consistent method of working with
customers to help them continually realize value and achieve
outcomes faster.
VMware has launched the Go-To-Market Play System (GPS) for
VMware partners to meet the twin goals of delivering customer
outcomes and partner profitability. Centered on transformational
business challenges (Strategy Plays) and discrete focused IT
solutions (Velocity Plays), GPS provides defined solutions with
unified enablement and incentives to increase value and reach, as
well as digital marketing support. With GPS for partners, VMware is
transforming fragmented GTM programs into a unified approach
directed at customer outcomes. These GPS plays are central to
VMware’s outcome-oriented partner enablement and go-to-market
evolution, driving end-to-end alignment beginning with partner
capability development all the way to customer success.
VMware is now making the VMware Ignite program more broadly
available to partners and has aligned it with the Go-To-Market Play
System and partner-led services initiatives. VMware Ignite is a
unique partner practice activation and development program
featuring a rigorous, proven methodology providing structured
development paths to build capabilities across technical, sales,
services, and marketing functions; access to trainings and VMware
experts to support sales and practice development; and a variety of
development paths for new and committed partners and
distributors.
The new VMware Ecosystem Solutions Partner Studio, which
includes Solutions Lab and Solutions Hub, empowers partners to
create and co-innovate on use-case-focused solutions to drive
partner growth and global market differentiation. Solutions Lab is
a facilitated co-innovation framework that helps partners take "Big
Ideas" to market through guided assistance and support from VMware
experts. With Solutions Lab, partners can deliver differentiated
solutions that are repeatable and tailored for market-fit.
Solutions Hub is an integrated digital self-service platform that
streamlines the content creation, orchestration, and go-to-market
process for partners’ solutions. Solutions Hub provides the digital
tools to activate and publish curated solutions to VMware
Marketplace today and additional third-party marketplaces in the
future; measure pipeline, adoption, and penetration effectiveness;
and accelerate time-to-market through automation.
INDUSTRY & PARTNER COMMENTARY
“VMware Partner Connect modernizes and helps to future-proof the
partner experience with VMware,” said Cyndi Privett, vice president
of research and owner, Viewpoint Research. “The changes we see
VMware delivering in the Partner Connect program are a recognition
of the quickly evolving market dynamics that are requiring partners
of all sizes to rethink their business models. By bringing various
models together under one VMware program with a more simplified
experience, VMware can help partners’ transition to
as-a-service/subscription models, expand their services portfolios,
and better leverage their investments.”
“We love that this new points-based system for progression will
recognize and reward partners like Insight for the results-based
strategic growth we achieve with our shared customers,” said Joyce
Mullen, President and Chief Executive Officer, Insight Enterprises.
“The recognition of our total achievements and capabilities as part
of the VMware Partner Connect Program is a key driver for the
continued investment in growing our VMware solutions business.”
“VMware’s newly transformed Partner Connect program will provide
ITQ with opportunities to drive our SaaS and subscription sales and
allow for more services-led growth opportunities,” said Dennis
Hoegen Dijkhof, Managing Director, ITQ Consultancy The Netherlands.
“Partner Connect’s redesigned flexible points-based framework will
recognize ITQ for all the ways we create value for our customers,
including influence-driven engagement, and rewards us for the
totality of our achievements and capabilities with simplified tier
progression.”
“The refreshed VMware Partner Connect program will increase our
operational efficiency while recognizing and rewarding our
capabilities across all our regions,” said Brian Connors, VP and GM
Software and Business Development, Lenovo. “The flexibility of
Partner Connect’s program gives us increased opportunity not just
as a Global OEM, but also as a services partner driving TruScale
and VMware Subscription and SaaS solutions through our channels.
From a management perspective, the new structure enables us to
manage our performance more easily through a comprehensive, global
view that enables unified engagement to unlock benefits for our
multiple entities.”
“The enhanced Partner Connect Program will give us more access
to financial benefits and go-to-market resources to drive our SaaS
and subscription sales,” said Adrianna Bustamante, vice president,
global alliances and partnerships, Rackspace Technology. “As our
business grows and evolves, the program flexibility will provide
enhanced profitability through aligned incentives. This type of
value from VMware will provide Rackspace Technology with the
foundation we need to help our customers become ‘Cloud Smart’.”
About VMware
VMware is a leading provider of multi-cloud services for all
apps, enabling digital innovation with enterprise control. As a
trusted foundation to accelerate innovation, VMware software gives
businesses the flexibility and choice they need to build the
future. Headquartered in Palo Alto, California, VMware is committed
to building a better future through the company’s 2030 Agenda. For
more information, please visit www.vmware.com/company.
1-VMware FY22 Partner Success Study (June 2022).
VMware is a registered trademark of VMware, Inc. in the United
States, and other jurisdictions. This article may contain
hyperlinks to non-VMware websites that are created and maintained
by third parties who are solely responsible for the content on such
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Media Contacts Roger Fortier VMware Global Communications
1.408.348.1569 rfortier@vmware.com
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