A-brand vendors continue to set the pace in the quest to create winning channel initiatives that inspire Middle East partners to victory.
HP’s Preferred Programme is one of the most comprehensive in the business, featuring a variety of sales, marketing, technical and market development resources for members to access.
Bernhard Isemann, managed enterprise solutions for IPG, says HP is keen to expand the scheme to more resellers, and recently opened it to ProCurve partners. It remains focused on attracting project-driven partners with incentives based on volume accomplishment, as well as rewarding Gold partners that invest in specialising around certain technologies.
Why should a reseller join your channel partner programme?
Registration to this programme is a contract that expresses our commitment to support partners in their interaction with customers. We invest in training and education on the latest products, which gives them a competitive advantage. Secondly, our partners get special pricing, especially for some tenders and special deals where the partner has worked to develop the account.
What makes a good channel partner programme in your opinion?
One that adds value to the partner and motivates them to work with one company ahead of another. It is important to offer all the required resources in one place. In addition, vendors should work on protecting the profitability of their partners as this issue is very important to them.
How do you prevent your programme from being too complex to join?
We assure that by using a registration tool on our partner portal, where we have defined five issues to be evaluated. These include terms that should be met, such as the business plan and trade licence, in addition to some formal procedures. The partner can save the documents needed on their account, and the registration team will visit the partner to complete the process. Microsoft’s popular partner programme is undergoing a significant overhaul at the moment, but the changes will be worth it, insists Zaid Abunuwar, SMS&P director at Microsoft Gulf.
Now called the Microsoft Partner Network, the scheme is being aligned to current standards in the industry by featuring revised competencies. These changes are being implemented slowly to ensure partners can use the new competencies to their advantage. Furthermore, Microsoft has added some new levels to the programme to better reflect partner commitment.
Why should a reseller join your channel partner programme?
Firstly, you have access to the newest software and tools at an early stage. This is combined with access to some great support resources via online communities, telephone support and e-mail. You can also benefit from strong marketing campaigns created by Microsoft, and online training.
What makes a good channel partner programme in your opinion?
Microsoft defines a good programme by enabling everybody in the programme to take advantage of it and to be able to grow their business. We make sure customers can easily find partners and refer potential customers to our partners in order to play an active role in the growth of their business. As the current business climate changes, we have more possibilities for networking, both locally as well as on a global level.
How do you prevent your programme from being too complex to join?
We have a dedicated team of partner account managers whose main focus is to support our partners in growing their business. And since the Microsoft Partner Network consists of different audiences, ranging from system builders to web developers, we have a large variety of programmes that cater to each audience and make it more convenient. With over 187,000 members across the globe, Intel’s Channel Partner Programme is among the most widely-adopted in the industry. It features a host of branding tools, technical support and online training courses.
Intel claims to be seeing a rise in registrations from resellers that sell PCs, rather than just system builders that have traditionally belonged to the scheme. Sven Beckmann, sales manager for the Middle East at Intel, says the recent addition of the Intel Technology Provider benefit will make it easier for sales staff at its B2B partners to sell its kit.
Why should a reseller join your channel partner programme?
The Intel Channel Partner programme is designed to help our partners’ business. As the relationship grows, so do the benefits, which are categorised across four groups – marketing, support, relationship (dedicated account managers or Intel representatives) and training and knowledge.
What makes a good channel partner programme in your opinion?
A good programme is designed from the partners’ perspective and talks their language. It recognises that not all partners are the same and that their customers have different needs. It also has to be relevant to how business is done in different regions. The most important part of the programme is its people. The local team is vital to both making sure that we talk the right language in the right way and to making sure that our support tools reflect this.
How do you prevent your programme from being too complex to join?
Joining the programme is very easy and requires only minimal information using an online registration form. The key is only asking people for information that is needed to deliver a good service. We don’t ask an initial registrant to meet the same criteria as one of our Premier members. The Symantec Partner Programme caters to enterprise, midmarket and small business IT providers. Johnny Karam, MENA regional director at Symantec, says its benefits programme has four strands in the Middle East.
This includes its Aspire initiative for SMB partners and its Value Incentive rebate, which is paid upon the achievement of a preset quarterly target. It also offers an Opportunity Registration rebate for top partners that actively develop incremental sales opportunities, and an exclusive channel achievers initiative for individual performance.
Why should a reseller join your channel partner programme?
We recognise that partners need to know the margin they will make on new business opportunities, especially in times like these. We have further enhanced our programmes to provide a greater focus on helping to increase profitability on a per deal basis and reduce emphasis on quarterly volume goals. The Symantec Partner Programme provides training and enablement, technical support, sales and marketing tools, and a range of other exclusive benefits available through our PartnerNet portal. Additional benefits may include access to the Software Benefit Programme and Symantec University to earn sales and technical accreditations.
What makes a good channel partner programme in your opinion?
It must be compelling. Symantec has recently introduced two new programme enhancements focused on helping its EMEA partners drive predictability and profitability. One is the Increased Opportunity Registration to give partners more predictability and better cash flow, and the other is the Small Business Specialisation.
How do you prevent your programme from being too complex to join?
We believe in listening and responding to partner feedback, as well as automation, ease of use and execution. Earlier this year, Juniper updated its J-Partner Programme to better match the dynamic business model of its channel ecosystem by introducing specialised initiatives and tools that focus on a partner’s core business.
Taj El-Khayat, regional head of channels at Juniper, says the programme has been designed around its value-based channel model, giving consideration beyond just purchase volume. The programme is based on a scalable architecture that allows Juniper to drive opportunities with partners across segments, markets and business models.
Why should a reseller join your channel partner programme?
We offer a true model for partnership based on quality versus quantity, committing to a channel ecosystem based on true value add and creating a focused and selective channel base. We provide J-Partners with unique opportunities and fair access to these opportunities, and we focus on having a win-win model and address partner profitability.
What makes a good channel partner programme in your opinion?
A good programme must be based on a formula that enables the partner to uniquely identify the value add being delivered, ensure constant growth and enable the partner to support customers. Programmes that most vendors implement today are based on tactical programmes that limit long-term vision. A good programme should empower partners to realise their long-term strategies of growth, while achieving short-term business objectives.
How do you prevent your programme from being too complex to join?
By creating a programme that is flexible to do business with the vendor, and that is based on aligning to the partner business model. The J-Partner Programme gives you the flexibility to do business with Juniper in the way that best fits your business model. Netgear continues to update its Power Shift Programme in response to market conditions and insists this is consistent with the focused approach it is deploying in the Middle East.
Regional channel sales manager, Ahmad Zeidan, says that as the company centres more of its efforts on key partners in each market, the programme allows it to spend more productive time with each entity. Zeidan adds that the initiative means Netgear can work closely with partners and help them offset manpower and budget constraints brought about by the downturn.
Why should a reseller join your channel partner programme?
The Power Shift Programme gives our partners two main benefits – profitability and the ability to leverage themselves into the vibrant ICT market. Our partners become our distributors, funnelling a marketing and activity budget that not only helps to generate income for them, but allows access to more market opportunities brought about by being a Netgear product distributor.
What makes a good channel partner programme in your opinion?
The first factor is the amount of time spent between both the partner and the vendor during end-user visits. The second factor is the implementation of a reward and loyalty system between vendor and partner. And the third factor is the implementation of an award system to dedicated employees who have become integral to both the vendor and the partner’s success.
How do you prevent your programme from being too complex to join?
During its initial stages, Netgear’s partner programme was very easy to join and attracted a large number of potential partners. Our diverse line of products has since prompted us to look at wider perspectives – allowing more firms to join us based on the direction they want to go.
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