Demand Generation

Accelerate Partner Pipeline with VMware Partner Demand Programs

As digital transformation continues to accelerate, the market opportunity for multi-cloud and SaaS solutions is rapidly growing. Global enterprise IT teams are searching for cloud services for cloud native applications, infrastructure, management and networking as well as looking for improved ways to meet the needs of their increasing remote workforce securely and efficiently. VMware provides a diverse portfolio of cross-cloud solutions that allows partners to expand their existing market presence and discover emerging regional and global markets.

VMware Partner Demand Programs help partners keep pace by providing integrated demand-generation programs to nurture, reach and increase awareness to their prospects and customers along the buyer’s journey. Our programs help partner marketing teams increase demand for VMware solutions, accelerate opportunities, deliver personalized content, and build channel pipeline.

As part of the VMware Partner Connect program, we offer partners a complimentary innovative marketing automation platform and portal full of campaigns, social media content and resources to enable our partners to drive demand for VMware solutions. With Partner Demand Center (PDC), partners can choose from a catalog of demand-generation campaigns and lead-nurture services, social and web content syndication and access all the tools, materials and support to meet a broad range of partner marketing needs.

Accelerate partner pipeline with VMware Partner Demand Programs - colleagues meet - Power of Partnership - VMware

Here are six ways to accelerate partner pipeline with VMware Partner Demand Programs. 

  1. Elevate go-to-market strategies and planning with co-branded, personalized digital partner marketing programs. Whether a partner is ready to launch a marketing campaign in Partner Demand Center (PDC), share content through PartnerOn with VMware or work with our full-service Concierge team, we have multiple marketing programs to choose from that fit specific go-to-market goals. 
  1. Increase awareness and demand with multiple turn-key digital marketing campaigns and events. We designed Partner Demand Center to be an integrated digital channel marketing platform that offers partners a way to easily nurture prospects with fresh new content, campaigns, social posts and events aligned to the VMware Go-to-Market (GTM) Play System for partners to get to market quickly and generate demand faster.  
  1. Earn marketing rewards with our quarterly incentives. We make it easy for partners to earn rewards by executing a campaign, completing the Partner Marketing Learning Path, sharing social media content, and attending training webinar—and the more partners participate, the more they can win big while driving demand.  
  1. Join training sessions to learn marketing and demand generation insights. With several training and development sessions available, partners can gain marketing insights, learn PDC how-to and best practices, watch a vmLIVE campaign session, meet with the PDC Helpdesk team or quickly ask a question through PDC chat. 
  1. Subscribe to VMware Partner Communications and join the conversation on VMware partner social media and blog channels. Each quarter, we offer two global partner marketing-focused newsletters that keep partners aware of all the new and active demand programs we offer. With Inside Track, partners can see what’s new in PDC, and Partner Marketing Quarterly highlights partner success stories and new incentives to keep demand generation engines running.  
  1. Accelerate sales through VMware Go-to-Market (GTM) Plays. The VMware GTM Play System provides partners with prescriptive guidance for how to leverage the plays and co-market with VMware as well as help them identify which plays are right for business needs and practice focus areas. We also provide partner resource kits that align to each play for Accelerate, Scale and Empower to help partners target, qualify, engage, and expand their customer footprint, resulting in more opportunities that close faster.     

In addition to providing partner demand generation programs, we have expanded our marketing enablement webinars and resources as part of a continued learning offering. In March, we launched Partner Marketing Insights, a quarterly webinar series aimed to provide marketing insights about VMware plays and programs, as well as external perspectives and practices from channel marketing experts to help marketing professionals drive demand. During our kickoff session, An Introduction to VMware Strategic Priorities, we provided a high-level overview of the VMware GTM Play System and showcased several partner demand-generation programs and resources available to partners. 

We also offer a Partner Marketing Learning Path, where partners can learn how to execute the latest marketing campaigns via PDC, co-brand with VMware, utilize Development Funds and leverage digital marketing best practices. With six bite-sized modules, partners can follow the suggested order or customize the course based on the team’s needs. 

We look forward to strengthening our partnerships and learning from one another about new ways to engage and accelerate our collective marketing efforts. We encourage partners to read our Partner News blog, join the conversation on LinkedIn, Twitter and Facebook, subscribe to VMwarePartnerTV and stay tuned for more information about the upcoming Partner Marketing Insights webinar in June.


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