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New VMware Cross-Cloud Package Gives MSPs ‘An Excellent Opportunity’

The company is targeting midmarket customers, via partners, doing digital transformation.

Kelly Teal

April 19, 2023

4 Min Read
New VMware Cross-Cloud Package Gives MSPs ‘An Excellent Opportunity’

Managed service providers working with midmarket customers have new portfolio options thanks to the debut on Tuesday of VMware Cross-Cloud.

The package targets experienced partners helping organizations with more than 100 people.


VMware’s Zia Yusuf

“It’s not designed for small companies that maybe have 50 people, 100 people, even [fewer] than that,” Zia Yusuf, senior vice president of strategic ecosystem and industry solutions at VMware, told Channel Futures. “That technology environment is, of course, quite different. So this is where there’s a little bit more complexity and breadth. It’s about expanding customer choice.”

Because of that greater complexity, MSPs – registered as a cloud service provider in Partner Connect – must prove their skills and capabilities in hybrid and multicloud before they can offer VMware Cross-Cloud services. VMware will require the completion of the forthcoming Managed Services Specialization; partners who do so will earn the requisite badge.

They’ll need to show expertise in the same areas that comprise VMware Cross-Cloud: private, sovereign and public cloud; centralized governance via VMware Aria; cost optimization; and cloud-native app delivery via VMware Tanzu. (VMware offers all of these services separately, of course. It’s just that the company is bringing them all under one umbrella for MSPs with midmarket clients.) The process could take as little as two days for MSPs who have already undergone audits with VMware.

MSP Benefits from VMware Cross-Cloud Services

Once MSPs secure the new MSS designation, they get access to the following benefits:

  • The ability to earn, potentially, up to 40% more rewards for providing assessments and proofs-of-concept; up to 100% more than non-badged partners for deployment services; and “significantly” more back-end rebates for selling VMware Cross-Cloud managed services through the new Sell incentive in Partner Connect, VMware said.

  • Access to a new Bring Your Own Subscription option, which will let end users deploy existing VMware subscriptions to VMware Cross-Cloud Managed Service Provider environments. VMware says this will help organizations get the most out of their subscriptions because they’re teaming with qualified VMware partners.

  • The chance to take part in a new co-selling program, which will include demand generation, and selling and closing support alongside field teams. This will be available in the second half of 2023.

  • More deal protection on SaaS sales. “Essentially what we’re doing is extending the deal protection that works very well on the reselling side,” Scott Bergquist, senior director of ecosystem solutions at VMware, explained. “We’re also extending that to automated services side as well.”


VMware’s Scott Bergquist

The timing of the VMware Cross-Cloud launch comes as data show more organizations are opting for managed services, Yusuf said. Factors contributing to that increase include the ongoing IT staffing shortage and the need to reduce full-time headcount.

MSPs on VMware Cross-Cloud Services: ‘An Excellent Opportunity’

MSPs privy to an early look at VMware Cross-Cloud are expressing excitement about the debut.

Will Huber, chief technology officer at IT solutions provider CDI, called the new portfolio an “excellent opportunity for us to expand our offerings and further empower our clients in their digital transformation journey.”

Christopher Swadish, North America hybrid cloud business leader at IT provider Softchoice, agreed.

“When it comes to managing complex multicloud strategies, our experience has shown that the do-it-yourself approach may not yield optimal results. Optimizing cloud governance, security, costs and overall performance requires a distinct set of skills that can be missing in organizations large and small.”

Overall, the combination of VMware Cross-Cloud managed services and Softchoice’s expertise “will help keep customers agile, competitive and running smoothly as they adopt multicloud to accelerate their digital innovation,” Swadish added.

Finally, cloud consultancy Xtravirt will expand its MSP portfolio “to provide flexible and easy to consume services for our multicloud customers, accelerating their journey from cloud chaos to cloud smart,” said Gavin Jolliffe, CEO. “The new prescriptive VMware Cross-Cloud managed services will also make it easier for us to align the best VMware services with … critical challenges we see our customers facing every day.”

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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