VMware Rolls Out ‘Partner Connect’ Program for Channel Growth


In a significant revamping of its partner program, VMware recently rolled out VMware Partner Connect, a more flexible way to partner with the vendor in India and several other markets. The company announced its intentions to rebuild its partner program at VMWorld in August, and last April at its Partner Leadership Summit in Carlsbad, California.

VMware Partner Connect is a modernized program designed to enable partners to do business with VMware in a way that aligns with their business model. The company’s previous program was largely based on a transactional resell model that was siloed in terms of all the business models – advisory services, professional services, managed services, repeatable IP, integrated solutions – represented in the vendor’s partner community.

“VMware Partner Connect reimagines the way we do business with and for our partners, helping them drive differentiated customer success and digital transformation,” said Jenni Flinders, Worldwide Channel Chief, VMware.

“We designed Partner Connect with our customers in mind and the idea that they should feel confident when choosing to go with a VMware partner. And this is just the beginning, as Partner Connect continues to evolve to deliver new and better ways for our partners to grow their businesses,” said Flinders.

Manish Alshi, Director, Partner Sales, VMware, said, “We have always had a strong and successful relationship with our partners in India.  With the introduction of VMware Partner Connect, we believe that we have one of the best partner programs in the industry.   Designed in collaboration with our partners, VMware Partner Connect delivers simplicity, choice and innovation, and aligns with partner business models so that they can optimize their profitability. The program also makes it simpler to recognize and reward our partners for their commitment to VMware.”

VMware Partner Connect now offers three tiers: Partner, Advanced Partner, and Principal Partner. Hundreds of partners have been designated Principal Partners at today’s launch. These partners help customers identify and implement ideal VMware solutions, as evidenced by achievement of Master Services Competencies across different strategic IT priorities. These Principal Partners also earn comprehensive rewards including deployment and consumption incentives and prioritization for collaborative business planning and co-selling opportunities with VMware.

“Customers in Asia Pacific want to build lasting partner relationships to enable their software investment to add as much value to their businesses as possible. Partner Connect combines our expertise with exceptional partner capabilities to help customer digital transformation projects maximize their potential,” said Uma Thana Balasingam, VP & Channel Chief, Asia Pacific & Japan, VMware.

“There is so much optimism and growth in the region, and with this new program we are helping to future proof our partners so that they can continue to elevate their trusted advisor status with their customers.”

Across India, IT decision makers are challenging partners to move faster in order to realize growth ambitions and address heightened end-user demands. Partners must be able to keep ahead of technology advances by deepening their technical and services competencies.

“When VMware announced its Partner Connect program, we couldn’t have been more excited. To start with, the program has been designed based on feedback received from the partner community. Secondly it has simplified the engagement process with VMware as there is only one agreement, and finally the program rewards us to deliver the solutions that our end-customers find value in,” said Rajesh Mathkar, Founder and Director, Wysetek Systems Technologists Pvt. Ltd.

In 2019, VMware had designed a new platform to manage development funds, with an aim to integrate it with their new Digital Partner Connect portal. Through this, partners can track business activities via improved visibility and enhanced dashboards. The program also includes a “Learning Zone”, which contains a vast array of information, including customized learning plans for partners based on individual preferences, as well as enhanced overall partner experiences.

VMware has been working diligently with existing partners for the past three months, letting them know about the transition to the new program and offering tools and a transition planning dashboard to help them with legal and operational on-boarding. The company believes that VMware Partner Connect will evolve as the industry changes, customer buying behaviors evolve and will support emerging partner business models.

“We are excited about VMware Partner Connect. It has always been a pleasure to work with VMware and with this new program, our relationship and joint go-to-market strategy will get stronger. We believe VMware has innovated the way we work with them offering us newfound flexibility and simplicity while fostering new co-selling and consumption opportunities. A win–win for all of us,” said Anuj Gupta, Chief Executive Officer, Hitachi Systems Microclinic Pvt. Ltd.

“VMware’s New Partner Connect program makes it simple for us. The program gives us the flexibility to pick and choose what we want to offer our end-customers and we are rewarded by how we bring value to our customers. Aside from being simple and flexible, it is also innovative,” added Deepak Jadhav, Director, VDA Infosolutions Pvt. Ltd.

VMware officials also said that Carbon Black and VeloCloud – the companies it acquired – will be integrated into the new program in the first half of the year, and Pivotal integration with Partner Connect will occur in the second half of the year.

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