https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
  • MSP 501
    • Back
    • 2022 MSP 501 Rankings
    • 2022 NextGen 101 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2022 Editorial Calendar
  • Awards
    • Back
    • 2022 MSP 501
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Channel Partners 101 (CP 101)
  • Events
    • Back
    • CP Conference & Expo
    • MSP Summit
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
  • MSP 501
    • Back
    • 2022 MSP 501 Rankings
    • 2022 NextGen 101 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2022 Editorial Calendar
  • Awards
    • Back
    • 2022 MSP 501
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Channel Partners 101 (CP 101)
  • Events
    • Back
    • CP Conference & Expo
    • MSP Summit
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Agents
  • Cloud Service Providers
  • Channel Partners Events
 Channel Futures

New/Changing Channel Programs


Shutterstock

Businessman chasing after a dangling carrot incentive

VMware Rolls Out New Partner Incentives Based on Customer Life Cycle

  • Written by Christine Horton
  • March 22, 2021
VMware says the new incentives move away from transactional rewards to focus on the entire customer life cycle.

VMware continues its overhaul of partner incentives with Monday’s launch of the Customer Lifecycle Incentives program.

The vendor says the new incentives move away from transactional rewards to focus on the entire customer life cycle. The program provides incentives in three new ways.

The Technical Assessment Program rewards a partner’s evaluation of a customer’s IT infrastructure, and for creating new engagement opportunities.

Another program compensates partners that deliver proofs of concept (PoCs). This can be done by both transacting and nontransacting partners.

The Partner-to-Partner Accelerator focuses on partners working together. It rewards “sell through” partners who identify opportunities and book eligible orders. They then hand off the deal to an “orchestrate with” partner to complete the rest of the implementation.

VMware's Tracy-Ann Palmer

VMware’s Tracy-Ann Palmer

“Over the last few months, we’ve completely redesigned the incentives we have in place. We’ve gone from five incentives in our program to 13. It’s a pretty significant shift,” said Tracy-Ann Palmer, global technology transformation leader, VMware.

Partner Connect & SaaS

A year ago, VMware launched Partner Connect to reflect the company’s move to a SaaS subscription model. The new incentives continue this move away from traditional transactional reselling.

“VMware’s subscription business is expanding and accelerating,” said Palmer. “Whereas before everything was around this transact motion, we now are building out. We are moving down the SaaS subscription journey with our partners. To do that we need to look at the entire customer life cycle and the value that our partners bring to that.

“We know today, partners are already doing PoCs, assessments, services, consumption, adoption,” she said. “So let’s ensure that we are aligning our model to support both the customer and the partner.”

Palmer said she is most excited about the Partner-to-Partner Accelerator.

“If you look at how a sales cycle works with a customer, there is never one partner involved. It’s a minimum of two to three partners involved in any kind of life cycle. The partner accelerator is [to] build a community where partners understand each other’s core competencies, [and] can work together. That’s the multiplier.

The exec said VMware’s biggest partners are already embracing the SaaS model.

“Our strategic partners are there, the top 20%,” she said. “Those are the ones that bring in 80% of our revenue. But it’s the others that we want to bring along.”

Partner Experience

Palmer also says there are more changes ahead for the Partner Connect program. Specifically, VMware is looking at the capabilities to support partners across its tiers: enrolled, advanced and principal.

“We’re looking at how to bring in our services partners. We need to ensure that we are aligning with them on how to deliver and build practices around customer success. We’re planning on launching that in the second half [of 2021]. It’s not going to be net new; it’ll be an evolution. And it’ll be foundational-based on the tiers that we’ve developed.”

Elsewhere, Palmer said VMware is “doubling down” on the partner experience.

“We have a really big initiative inside of the company right now around partner experience. We’ve just completed our global partner survey. We’ve got excellent feedback from our strategic partners around what we need to do going forward. We have spent a lot of time with some consultants on what the partner experience should look like. We’ve partnered up with our CDTO, Mike Hayes’ organisation, to look at what the [that] should look like for the future.”

Tags: VARs/SIs Cloud New/Changing Channel Programs Sales & Marketing Strategy Virtualization

Most Recent


  • Cyber insurance
    Now Is the Time to Consider Cyber Insurance for Your Business
    If your business is online and accesses sensitive data, the need for cyber insurance is becoming critical.
  • Telarus leadership team
    Images: Telarus Hosts Partner Summit, Gives Partner, Supplier Awards
    See who landed Telarus' top partner award.
  • Making Waves
    7 Channel People Making Waves This Week at Kaseya, AT&T, Cohesity, More
    Cloud-managed service is the fastest-growing area one analyst said in response to an MSP acquisition this week.
  • Job cuts
    RingCentral Announced Layoffs Ahead of Strong Earnings Growth in Q2
    RingCentral says changing business needs necessitate the job cuts.

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • lone Arctic wolf
    Arctic Wolf Enhances Partner Program with 2 New Tiers
  • cybersecurity lock
    Telos Partners Get New CyberProtect Partner Program
  • Partner programs
    Commvault Adds New MSP Partner Program with Specific Pricing
  • Benefit, Plus Sign
    TBI, Avant Add New Cloud, Security Suppliers to Lineups

Upcoming Events

View all

MSP Summit

September 13, 2022 - September 16, 2022

Channel Partners Conference & Expo

May 1, 2023 - May 4, 2023

Galleries

View all

Images: Telarus Hosts Partner Summit, Gives Partner, Supplier Awards

August 5, 2022

7 Channel People Making Waves This Week at Kaseya, AT&T, Cohesity, More

August 5, 2022

The Gately Report: Zscaler Tracks New, Increasingly Dangerous Ransomware Group, Most Targeted Types of People

August 5, 2022

Industry Perspectives

View all

Seize the Application Modernization Opportunity

August 2, 2022

A Growth Mindset: Your Organization’s Strategic Differentiator

August 1, 2022

Timely Tips for Non-Negotiable Patch Updates

July 29, 2022

Webinars

View all

Outsmarting RaaS: Implementation Strategies To Help Your Clients Before, During, and After a Ransomware Attack

August 23, 2022

Why it is Important to Upgrade Aging Servers and How to use Live Optics to Upgrade Efficiently

August 25, 2022

Executives at Home are Not Alright: An Intro to Digital Executive Protection

September 8, 2022

White Papers

View all

Work Goes Remote – (and Other Top ITOps Trends)

May 25, 2022

The New Bottom Line: How MSPs Can Meet the Healthcare Crisis While Evolving Their Businesses

April 19, 2022

How to build a Security Operations Center (on a budget)

April 4, 2022

Channel Futures TV

View all

Vonage a ‘Single Communications Stack Provider’ for Partners, Customers

IBM, Partners and the $1 Trillion Hybrid Cloud Opportunity

June 26, 2022

Agents Share ‘Secrets,’ Industry Opportunity

May 11, 2022

AT&T, Microsoft, Cisco, ThreatLocker on Unlocking Partner Potential

May 6, 2022

Twitter

ChannelFutures

.@ConnectWise says use #cyberinsurance policies to protect from worst of cyberattack repercussions, but first beef… twitter.com/i/web/status/1…

August 8, 2022
ChannelFutures

Check out our pictures from the #TelarusPartnerSummit that @telarus hosted in Salt Lake City.… twitter.com/i/web/status/1…

August 5, 2022
ChannelFutures

Channel People Making Waves This Week Include: @spoonen, @RoyArsan, @TheAnneChow, @AnuragTechaisle… twitter.com/i/web/status/1…

August 5, 2022
ChannelFutures

.@RingCentral plans #layoffs after strong Q2 earnings. dlvr.it/SW7kd5 https://t.co/OIlLuYgyLJ

August 5, 2022
ChannelFutures

.@msftsecurity makes upgrades to #MicrosoftDefender. dlvr.it/SW7cpg https://t.co/KbPsyM8eYe

August 5, 2022
ChannelFutures

.@ZeroFox goes public after #SPAC merger. #cybersecurity dlvr.it/SW7NjC https://t.co/IhaO9vgDh7

August 5, 2022
ChannelFutures

.@Mitel's new developer portal, and integration into CloudLink, creates a "vibrant" communications developer commun… twitter.com/i/web/status/1…

August 5, 2022
ChannelFutures

Boost security, secure #SoftwareSupplyChain in light of #Log4Shell breach, says @synopsys. dlvr.it/SW7GbT https://t.co/NlKeEFUlMS

August 5, 2022

MSP 501

The industry's largest and most comprehensive partner awards program.

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Galleries

Educational slide shows and images from live events.

Media Kit And Advertising

Want to reach our audience? Access our media kit.

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Events
  • Telecoms.com
  • MSP 501
  • Black Hat
  • IoT World Today
  • Omdia

WORKING WITH US

  • Contact
  • About Us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2022 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X