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Monthly Archives: April 2017

Register for Partner Exchange at VMworld 2017

Partner Exchange @ VMworld 2017 is fast approaching.  Do not miss this chance to immerse yourself in the latest in cloud infrastructure and digital workspace innovations.

Re-discover the technology, trends and people like you, who are shaping digital business.

This once a year event enables you to:

  • Collaborate and Network: Interact with your peers, the VMware partner ecosystem and IT movers and shakers—a “who’s who” in digital business.
  • Explore and Discover: Learn from subject matter experts on new and emerging product breakthroughs, best practices and case studies.
  • Learn and Grow: Gain direct, “take-to-the-bank” experience in expert-guided hands-on labs and VMware Certification opportunities.

Partner Exchange takes place in Las Vegas on August 27 and in Barcelona on September 11 and the content this year is as robust as ever.  At this exclusive partner event, you will hear about the latest industry trends, product innovations, and joint go-to-market opportunities and participate in solution keynotes relevant to your business. You will also gain access to the Partner Exchange Lounge, open all week for partners to meet, network and relax.  Act now and include Partner Exchange with your VMworld 2017 pass during registration to ensure you do not miss this must-attend event.

Don’t hesitate, register now for Partner Exchange at VMworld US or Europe and save with our Early Bird pricing.

We look forward to seeing you at Partner Exchange.

Committed to Partner Success


At VMware, we understand how important our partners are not only to our success, but also to customers as they navigate steep changes in the digital landscape. In support, we are consistently building, improving and expanding our partner programs with ease of use and profitability in mind. As such, we are excited to receive a 5-star ranking in the CRN Partner Program Guide.

What 5-star Ranking Means 

The CRN 5-Star Partner Program Guide ranking recognizes VMware as an elite subset of vendors that offer solution providers the best partnering elements within their channel programs. To determine which vendors receive this ranking, CRN’s research team assesses each program based on:

  • Investments in program offerings
  • Partner profitability
  • Partner training, education and support
  • Marketing programs and resources
  • Sales support and communication

Our commitment to partner success is evident in our award-winning VMware Partner Network Program. Extensive resources and support for partners described below are designed to differentiate your business, generate demand and drive revenue.

Working to Ensure Partner Success

We understand the marketing leads at our partner organizations are constantly on the move, juggling programs, staying current on marketing trends, and oftentimes wearing many hats from creative director to social media guru. We work directly with partners and gather information via surveys and other tools to hone program changes and updates that put Partner Demand Center at the heart of our programs and our partners’ success.

How Partner Demand Center Helps

Partner Demand Center gives partners access to tools, content and marketing programs to generate demand, nurture leads and turn prospects into customers. Partners do not have to spend hours building campaigns or driving leads and converting into pipeline.  Instead, you can easily access the latest content to reach prospects with customizable web and social content and demand generation email programs.

Demand Generation drivers within Partner Demand Center include:

Syndicated Website Content 

VMware provided content is easily integrated and automatically updated to keep partner websites current with compelling assets. Website visitors have access to information they need to complete their buyer’s journey and can obtain more content via built-in lead generation forms. Content is created by VMware experts and auto-updated through the Partner Demand Center where analytics are collected and distributed so partners see real-time results.

Social Media Syndication

Finding time and resources to consistently publish relevant content on social media can be difficult. With social syndication, the VMware team develops fresh posts that stream to partner social platforms automatically. Sign on to Partner Demand Center, select the type of posts to socialize the desired social platforms and chose to have them auto-posted or edited and approved before publishing. We track analytics and deliver a real-time snap shot of which companies are interacting with your social posts. In fact, there were over 85,000 clicks on 5,000 VMware syndicated social media posts in the month of March 2017.

Demand Generation Email Marketing 

Look no further for campaigns that nurture leads, send offers and industry information to prospects, and help upsell existing customers. No need to worry about developing landing pages, forms or customizing and personalizing the look and feel to match your brand, we take care of all of that in the Partner Demand Center. Your leads come back with associated tracking for follow-up activities based on user behavior.

More Partner Benefits

Beyond syndicated web content, demand generation and social media syndication, VMware offers other benefits and opportunities to partners in our VMware Partner Network program such as:

  • Incentives
  • Product demo programs and hands-on labs
  • Sales enablement, training and certifications
  • Recurring and residual revenue opportunities and qualified leads
  • Enablement programs such as vmLIVE, mobile app and Partner University
  • Guidebooks and assets to easily identify opportunities
  • Solution enablement toolkits to help partners develop their own solutions
  • Virtual and instructor lead trainings, boot camps and roadshows
  • Troubleshooting and configuration tools
  • Customized one-to-one marketing planning and support
  • Partner-led workshops
  • Webinar programs

We are proud to receive a 5-star ranking in the CRN Partner Program Guide and we look forward to continuing to help drive success for our partners. To find out more about our Partner programs, visit the VMware Partner Network page or the Partner Demand Center.

How HCI Drives Partner Profitability


In 2016, Gartner announced the uprising of Hyper-Converged Integrated Systems (HCIS) as the ‘third wave of integrated systems,’ and cautioned organizations to prepare. Their reasons cited a 79% growth rate that signaled widespread mainstream HCIS implementations totaling an estimated $5B (24% of the market) by 2019. Based on data this means HCIS has become the fastest growing segment of the Integrated Systems market.

These trends toward rapid adoption of Hyper-Converged infrastructure (HCI) present ample opportunity for VMware partners to help customers adopt affordable software defined solutions. However, some partners remain concerned about how, where or why these conversations, particularly around storage solutions, are beneficial now and into the future.

Recently, Lee Caswell, VMware VP Products, Storage and Availability, weighed in on growth opportunities for partners and shared his insights here and on video:

HCI profitability can match traditional storage offerings:

Many partners wonder about profitability when competing with storage-specific resellers. They imagine a significant investment in training will be mandatory to address expertise required in custom hardware. They also wonder if breaking into the server market is worth the time and effort.

Fair enough, let’s dive a little deeper.

Attractive margins and lower TCO = win-win

From a partner profitability perspective, margin rich HCI servers pair with margin rich solutions in the VMware stack that together solve customers’ challenges. The combination is undeniably beneficial to partner growth. On the customer side, total cost of ownership (TCO) is attractive due to upwards of 60% reductions in cost over enterprise storage solutions and for partners this means easier and faster deal closures.

 Land and expand time frames reduced

Due to a high capital investment, most customers expect traditional storage arrays to sit unchanged for years. This results in 9-12 month sales cycles followed by five-year upgrade plans. With HCI, customers can start small and scale-out with future-proofed designs. The combination of more flexibility and lower entry costs allows deals to close in 60-90 days with repeat buying patterns based on scaling needs that facilitate on-going customer purchases.

 Hyper-converged systems consolidate training time

Server management and storage scale-outs are typically based on widely used virtualization management tools. Because most HCI offerings are available on different server vendors, partners can offer customers vendor choices without introducing new user interfaces or management silos.

HCI supports customer and partner revenue goals: 

  1. With HCI, partners can introduce value-add data protection services that target virtual environments.
  2. Deals with existing server partners can be expanded in size and scope, allowing partners to maximize program dollars.
  3. HCI is an excellent strategy for storage partners looking to counter the shrinking legacy enterprise storage market.
  4. Support costs are reduced by minimizing risks of misconfiguration via HCI flexible scale-out designs.
  5. Minimal performance risks exist because flash is made affordable.
  6. For HCI systems already all-flash; partners can improve upfront configuration time, on-site performance tuning, and customer satisfaction.

For more information, watch the video interview with Lee Caswell. For help generating demand for HCI solutions, maximizing margins, and participating in SDS boot camps, visit the VMware Partner Demand Center.