Before we raise a glass to the new year, it’s only habit to reflect on the last. For VMware Partner Network, 2015 provided many great opportunities to strengthen partnerships and further our promise to be a world-class vendor.
We had our first ever Partner Exchange @ VMworld filled with endless breakout sessions and rich partner content. We made this shift so that partners could be briefed on all major announcements ahead of time in order to spend more time with their customers and have more thoughtful conversations around these announcements. Another highlight was the introduction of our marketing priorities and focus areas that Ross Brown spoke to, including predictable profitability and creating value for our partners.
As we look forward to 2016, there are a few key areas we are hoping to grow in order to further drive success for you and your customers. They include:
Alignment between marketing and sales
The roll out of new programs and benefits
Investments in new routes-to-market
Keep an eye out for the Annual Partner Survey and the latest Power Plays that will be launching in January 2016.
Now it’s time to throw on that new year’s hat and toast to 2016 and another year of endless opportunity, innovation and success.
The way in which channel partners engage with customers is continuously changing and evolving due to the growing adoption of cloud. Partners still require the education/tools, product and/or service to adapt to this shift in how services and products are delivered, but are often seen as experts to customers looking to make significant investment in their IT infrastructure. Often customers don’t have skilled resources onsite for specific projects. The complexities of IT, especially in the evolving world of Software-Defined Data center and the sophistication that comes with it, leads customers to look for experts who can help them to optimize and take full advantage of their current investments.
Successful channel partners are providing their professional services to deliver positive customer outcomes and platforms for on demand IT and application services infrastructure. The VMware partner opportunity provides value in this market transition including assessment, configure, implement and support services. Learn more about how one VMware partner is successfully leading with their services offerings.
The VMware Partner Professional Services Program (PPSP) is a new program designed to recognize and reward consulting partners who sell and deliver their own services engagements and take advantage of the move to the “Software-Defined Enterprise”. VMware understands the unique needs of consulting partners whose business model primarily revolves around the creation and delivery of professional services. This program addresses these needs through customized IP & enablement (training), sales and delivery assistance and incentives. It will drive consulting partner profitability, and the rewards will grow as investment in services capabilities, capacity and VMware expertise grows.
Why join the PPSP Program?
Opportunity to improve your services sales capabilities and build confidence via new solutions-specific training;
Access to VMware expertise for sales and delivery support
Expanded access to a variety of program benefits focused on driving your profitability with VMware.
VMware offers multiple approaches that both partners and VMware’s Professional Services organization can capitalize on the growth of services and accelerate business success. These approaches include:
Traditional sub-contracting model VMware PS led – partner delivered.
Partners resell when limited abilities
Leverage the bundles to use as starting to deploy new technologies
As a blueprint to build own services offering
Partner Professional Services Program – PPSP partner created opportunity and end-to-end customer experience with partner led delivery.
With advances in technology, the way individuals and organizations consume content is changing, as is the speed and volume of which that content is consumed. Consequently, customer needs are also shifting.
Your buyers are now in the driver’s seat when it comes to the decision-making process and they’re making their preferences heard loud and clear. They are no longer wating for in-person interactions with your sales team — instead they’re searching online when making purchasing decisions. In fact, 79% of buyers start their evaluation with an online search and 33% consult peers or ask questions on social sites.
For our partners, statistics like these not only reaffirm the importance of an online presence and social content, but also provide insight into the paths that generate better leads. Think laser-focused marketing initiatives to make your customers feel as if you’re talking “right to them” or thoughtfully crafted blogs coupled with the perfect ad placement.
So, how to you begin to develop content that is both relevant and impactful?
Here are 4 powerful ways to amplify your messaging:
Visitor de-anonymization. Across the B2B and B2C landscapes, companies are using visitor de-anonymization via opt-in communications to develop stronger relationships with both their customers and prospects. By gathering a customer’s information in exchange for content, you can personalize their website version with content that appeals to them — ultimately, increasing your chance for additional click-throughs and business opportunities. Examples of opt-in communications that can provide insight into the interests and needs of your customers include case studies, how-to guides, email newsletters, and surveys.
Automated personalization – Similar to how visitor de-anonymization leverages opt-in requests to determine user preferences, automated personalization analyzes historical and real-time streams of visitor data to continuously determine which web experience each visitor wants and then delivers it. On a larger scale, this same customization allows you to connect with buyers throughout the customer lifecycle, from the research phase all the way through to selecting a vendor or solution.
Programmatic ad purchasing. Simply put, programmatic ad purchasing shows your customers the right ad, at the right time, in the right place – based upon actual data. The systems housing this data can help you manage campaigns on the fly, allowing you to pinpoint what’s working best in a certain geography or market segment and even help you drill down to the time of day that’s most effective. Consider how this information can help narrow your target audience, not to mention the positive impact it can have on ROI.
Website Content Syndication. Widely used throughout the industry, website content syndication is a simple-to-use tool that ensures your website content is always up-to-date and features the most accurate information, including product updates and current offerings. VMware’s Website Content Syndication also features solution overview documents, free trial forms, contact forms, and high-value gated resources available in 14 languages. The benefits of syndication span beyond time and money savings – to a boost in leads and potential new revenue opportunities.
So, how can VMware help you more effectively manage and deploy critical content to your customers? We’d love to hear your thoughts below. To learn more about how to create awareness using VMware content and lead generation capabilities, please refer to the Website Content Syndication page on our Partner Demand Center.