VMware Partner Connect Now in Full Swing Worldwide

"This is the complete end state” of VMware’s channel program, per Tracy-Ann Palmer, and will hold for years.

Kelly Teal, Contributing Editor

March 20, 2023

7 Slides

The final phase of VMware Partner Connect is now in full swing worldwide. It’s an initiative that, according to one of its chief architects, should hold for the next five to 10 years.

VMware started revamping its partner program in 2020. That’s when the name went from Partner Network to Partner Connect. Throughout 2021 and 2022, VMware then focused on streamlining how partners interacted with the company. Despite improvements, some aspects remained difficult to navigate. But late last summer, VMware unveiled some details surrounding the last tweaks to Partner Connect that would take some time to fully implement — which the company now has done.

Tracy-Ann Palmer is vice president of global channel sales programs and compliance at VMware.


VMware’s Tracy-Ann Palmer

“The original Partner Connect started in 2020 … but the heavy, heavy lift has been over the last 12 months,” she said.

VMware’s Evolution

As VMware itself has evolved from a legacy hardware to software-as-a-service subscriptions focused on multicloud, it has brought its channel partners along for the ride. Resellers, systems integrators, managed service providers, consultants and other partners got a preview of VMware Partner Connect in August and have spent the intervening months preparing to operate in the new tiers.

“Our strategy is for every VMware partner to own the customer life cycle end to end, leading with services, partnering with others, and building predictable, recurring revenue streams,” Palmer said.

To be sure, VMware Partner Connect targets more partner types and pays for aspects of the customer life cycle journey where it historically has not. Steve White, vice president of channels and alliances at IDC, noted that VMware is on the right track.

“By bringing everything 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 to the fullest,” he said.

Channel Futures sat down with Palmer, one of the key executives behind VMware Partner Connect, to go over the changes. See the slideshow above to find out what you need to know about the new channel program.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Kelly Teal or connect with her on LinkedIn.


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About the Author(s)

Kelly Teal

Contributing Editor, Channel Futures

Kelly Teal has more than 20 years’ experience as a journalist, editor and analyst, with longtime expertise in the indirect channel. She worked on the Channel Partners magazine staff for 11 years. Kelly now is principal of Kreativ Energy LLC.

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