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Channel Trends and Generating Demand in 2017

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There is no doubt about it; the channel has evolved thanks to a strong partner ecosystem.  Today’s channel partners are stronger and better informed than ever before. As a result, the channel is moving in a much more collaborative direction of vendors and partners working together toward success. With this evolution continuing into 2017, we outlined four of the biggest channel trends our partners might see in the year ahead:

  1. LinkedIn for Lead Nurturing – Social media isn’t going away and in fact, it’s the first stop for many of your prospects when researching solutions and services. We continue to see our most successful partners leverage social selling, particularly on LinkedIn, in an effort to build their brands and nurture relationships that evolve into long-term customers.
  1. Integrated Demand Generation As technology transforms content consumption, integrated demand generation campaigns are key. High-performing partners use LinkedIn for networking, to get current business news and to build relevant contact lists. Then, they extract those lists to execute drip campaigns from the Partner Demand Center. Doing so puts relevant content, meant to solve specific pain points and start conversations, on the path of their buyer’s journey.
  1. Hyper-focused Messaging – Email is not dead but the spray and pray methods of yore most certainly are. Marketers used to be able to blast out the same email or offer to everybody on their list, but prospects today expect personalized communications and information. A successful integrated demand generation campaign requires tailored messaging. Canned, impersonal emails are not only considered SPAM, they actually damage a partner’s brand. The key to success? Partners have to do their research and tailor messaging and cadence based upon prospects’ business types, roles, and pain points.
  1. An Aligned Approach to Partnership –At VMware, we are practicing what we preach and it shows in the enhancements to our partner programs and tools. The updates to our Advantage+ Opportunity Registration program reward partners amplifies incentives and enables more predictability and profitability.  Additionally, the updated Partner Demand Center gives partners state of the art tools to customize campaigns and quickly generate demand.

Just as partners need to fine-tune their messaging and offerings to the specific needs of their customers, we continue to align our Partner Program, communications, and resources with our partners’ business types and goals. We are committed to providing our partner community with the tools they need to grow and prosper in the year ahead.


Capture Cloud Opportunities with vCloud Air

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The growing popularity of the cloud has introduced solutions that make the customer’s IT easier, and service offerings that grow your profit larger. The cloud has become a mainstream solution for companies seeking accessibility, efficiency, and cost savings. This represents significant market opportunity for you, our partners, when it comes to selling vCloud Air. Concentrating on your Hybrid Cloud business allows you to capitalize on the unique benefits of that industry, such as:

  • A recurring revenue model, which provides an annuity stream of consistent revenue, rather than a one-time software sale.
  • The opportunity to increase revenues through offering additional services for customers to order (like consulting), or through the customer’s need to up-scale services over time.
  • Maintain direct control over the customer relationship by managing the services offered, end-user pricing, and customer billing.

To better enable you to reach your potential for profit in the Hybrid Cloud business, we have created a new integrated campaign around extending existing applications to VMware vCloud Air. Currently, it is only available in English, but will be expanding into localized versions by next quarter. 

Integrated campaigns are an excellent and easy way for you to nurture leads to build demand and customer value. This vCloud Air campaign was designed to be customizable to you and your customers’ needs and ready to execute at any stage of the buyer’s journey. The automated flow is easily deployed with just one click on the Partner Demand Center platform, or downloadable to run on your own marketing platform.

In addition to this new campaign, we also offer website content syndication, social media syndication and telemarketing activities to use in parallel for a more cohesive marketing effort.

The first step in utilizing this great resource is by reviewing the campaign and downloading the playbook. To learn more, you can visit the campaign landing page. Then, check out how companies like VIF International or Carisbrooke Shipping were able to find success with vCloud Air services. We also have special offers that give even more reasons to make the move to the cloud.

As always, leave us your thoughts below. How have you leveraged vCloud Air and what has your experience been like? 

The VMware Partner Network Team

Supporting and Empowering the Partner Journey

Communication and teamwork are key to any successful venture. At VMware, we are committed to providing our partners with a best-in-class experience. Last year showed great commitment from both sides of our partnership, which we hope to elevate through continuous improvement. The first step to making real, value-added change is to listen.

By taking our annual Partner Relationship Survey, you have a direct impact on the development of the program. Tell us what we could do to better serve your needs and how you feel we can make the relationship stronger. If you have something you don’t think is working or you would like modified, that is valuable information as well. We’re serious about success, so the feedback we receive is actively used to make swift changes to the program. Last year, the results of the survey drove the following improvements:

  • Creation of the VMware Vision & Strategy Learning Path enabling you to deliver VMware’s company strategy and product plans;
  • Increased partner profitability with the Partner ELA Rebate; and,
  • Sharpened focus & support on VMware key initiatives through VMware Power Plays and Value Plays.

Help us understand how we can make your business with VMware more consistent, predictable, and profitable. Watch the short message above from our SVP of the Worldwide Partner Organization, Ross Brown, as he shares his perspective on partner relationships. Please use the link you received via email between January 15-19th to complete the survey, as it is unique to you. If you cannot find the email, please use this generic link. For your ease and convenience, we have localized versions of the survey. A mere 10 minutes of your time will result in a huge benefit to the program.

The short survey will close on February 5th, so there is limited time left for your voice to be heard. If you have any questions, please visit our FAQ page. Again, thank you for your commitment to this partnership.

The VMware Partner Network Team

4 Powerful Ways to Amplify Your Messaging and Cultivate Better Leads

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As seen on The VAR Guy

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.

The VMware Partner Network Team

Get Ready to Witness Innovation in Action at Fujitsu Forum 2015

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The Fujitsu Forum is taking place November 18-19th in Munich, Germany where over 13,000 ICT experts and opinion-leaders will arrive from over 80 countries around the globe in order to experience first hand, Human Centric Innovation in Action.

The conference will highlight the industry’s drive to discover new ways of using ICT, and will feature a series of keynotes, exhibits, and breakout sessions, offering unique opportunities to hear from industry leaders. VMware’s very own VP of End-User Computing, Shankar Iyer, is participating on a panel of six executives, each sharing their vision and perspective on the future workplace in one can’t-miss breakout session. A few other hot button topics that you can expect to hear about are micro-segmentation, Hybrid IT, EVO:SDDC, Mobile and Digital technologies.

The Fujitsu Forum offers an exclusive opportunity to expand your network, with over 73% of attendees identified as executives and IT management. Take this opportunity to meet customers, build relationships, and raise awareness of your business.

We are thrilled to be a platinum sponsor of the largest and most significant ICT industry event for management in Europe, and invite you to join us in exploring the new horizons of disruptive technologies. If you’d like to learn more, you can do so here.

What are you looking forward to most at the event?

The VMware Partner Network Team

Become a Trusted Advisor with VMware’s Free VSAN Assessment Tool

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Calling all VI Admins, Enterprise Architect/Storage Admins and Infrastructure or IT Directors—did you know VMware’s free VSAN Assessment tool enables you to assess your customer’s storage environment and identify Virtual SAN opportunities at customer sites in just one week? The tool provides detailed insights into your customer’s virtualization environment that can position you as a trusted-advisor delivering valuable information, with or without a purchase of Virtual SAN.

By showing your customers how they can benefit from Virtual SAN technology in their environments, you are able to speed up the sales process and close more deals.

This SaaS-based tool collects and analyzes data from your customer’s vSphere storage environment (i.e., I/O patterns), and provides the following technical and business recommendations:

  • Which VMs are a suitable candidate for Virtual SAN – Hybrid or All Flash
  • Sizing and hardware recommendations (i.e., number of servers, SSD, HDD)
  • TCO analysis compared to storage arrays

How VMware VSAN Enables Hyper-Converged Infrastructure 

HCI is top of mind for many customers and when deployed creates a true software defined data center. The foundational components of VMware’s HCI solution are VMware vSphere and VMware Virtual SAN, which allow the convergence of compute, storage and networking onto a single, integrated layer of software that, can run on any commodity x86 infrastructure. vSphere abstracts and aggregates compute and memory resources into logical pools of compute capacity while Virtual SAN, embedded in vSphere, pools server-attached storage to create a high performance, shared datastore for virtual machine storage.

Launching Hybrid Cloud

VMware Virtual SAN can be leveraged not just in the on-prem data center (i.e. the private cloud), but also by public clouds, like vCloud Air or the vCloud Air Network of cloud providers.  The result is one unified hybrid cloud managed from a common cloud management platform.

Growing End-User Computing

Finally, Virtual SAN ADV is bundled with Horizon ENT and ADV, providing those customers with radically simple and scalable storage for virtual desktops and applications, with superior performance and dramatically lower TCO. In addition, Virtual SAN for Desktop licenses provide an easy, per-desktop storage option with predictable costs and scaling. Learn more about Virtual SAN for Horizon.

How is VMware supporting me with these enhancements?

Virtual SAN 6.1 is the third-generation of VMware’s hypervisor-converged storage for vSphere. With this release we are introducing several major enhancements and new capabilities that broaden the applicability of the now proven and reliable Virtual SAN technology with higher availability, new hardware options and advanced management capabilities delivered through VMware vRealize Operations. Virtual SAN 6.1 capabilities are building on top of the high performance and increased scale of Virtual SAN 6.0 by providing enterprise-class storage for all virtualized workloads, including Tier-1 production, mission-critical applications, and high availability demanding use cases. Visit the VSAN Assessment Partner Central page today and:

The VMware Partner Network Team

Enterprise Mobility Translates to Success

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With Q4 around the corner, now is a great time to drive demand, increase your customer share of wallet, and customer value with Enterprise mobility.

Today, the only thing growing faster than the volume and variety of mobile devices is the expectation of users and lines of business for the impact mobility can have on business. Mobility remains a top strategic opportunity, due to the potential to make an enterprise more competitive, whether by making employees more productive or engaging with customers in innovative ways.

Enterprise mobility gives users a seamless experience across multiple devices, delivering a secure workspace for business-critical applications, safely enabling bring-your-own-device (BYOD) and self-service capabilities, and establishing a platform that scales to support new processes to serve a more mobile workforce and customer base. Gaining control over the proliferation of devices through unified security and management is a key first step.

Our AirWatch Enterprise Mobility Management platform provides IT professionals with an opportunity to enable business process transformations, drive new revenue streams, and create memorable new ways to connect with customers.

The new AirWatch campaign is designed to meet the flexibility and customization needs for you to effectively sell/market AirWatch, one of our focused PowerPlays for H2 2015. Along with customer success, executing this campaign will result in a win-win for both you and VMware.

You can drive AirWatch sales by running the new campaign today. Execute through the Partner Demand Center or download copy and source files to run the campaign through your own marketing platform.

Learn more by watching this video:

The VMware Partner Network Team

VMworld 2015 U.S. Brings About Exciting Opportunities for Partners

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In our last post, we mentioned that Pat Gelsinger, VMware CEO, gave his perspective on our journey and the ways in which VMware is uniquely positioned to help partners be successful as they help their customer’s transition from the client-server era to the mobile-cloud era. He reiterated VMware’s clear destination as One Cloud, Any Application, device and summarized by saying “We believe we are a unique partnership to accomplish this journey together”.

With VMware’s One Cloud, Any Application, Any Device architecture, you can help your customers implement unified hybrid cloud and deliver business mobility to achieve game-changing IT outcomes.

Here’s what was announced at VMworld 2015 U.S.:

VMware’s Software-Defined Data Center

  • SDDC- New advancements that expand VMware’s unified hybrid cloud offerings, including new “as-a-service” features for VMware vCloud Air. Visit the SDDC Launch Playbook.
  • vSphere 6 Update 1 –now includes Web Client integration with vSphere Update Manager and new upgrade and deployment features for use with the vCenter Server Appliance.
  • vSphere with Operations Management 6.1 – now includes Intelligent Workload Balancing. While vRealize Operations Insight 6.1 adds on advanced operations management including integrated OS Monitoring.
  • Upsell – After a customer’s environment has successfully been virtualized with vSphere the next logical step is to upsell to vSphere with Operations Management, helping customers to achieve unique business needs by delivering virtualization with consistent management.
  • Cross Sell – Build upon the core concepts that made compute virtualization so impactful and apply those virtualization fundamentals to the other key assets within the data center: storage with Virtual SAN and networking with NSX.
  • Increase Margin – Power Play – Earn up to 12% upfront base discount + 10% product accelerator on eligible vSphere with Operations Management product sales.
  • Generate Demand – Check out the refreshed and rebuilt vSOM campaign with 3 messaging paths to choose from in the Partner Demand Center.
  • vSphere Optimization Assessment: Quickly close deals using this proven best practice by showing customers the power of Operations Management
  • NSX 6.2 – introduces a new use case, additional integration with physical workloads, and an expanded partner ecosystem.
    • Increase Margin – Earn up to 12% upfront discount on eligible license products through the Advantage+ Opportunity Registration Program
    • Generate Demand – take advantage of the new NSX campaign on Partner Demand Center.
  • Site Recovery Manager 6.1 – introduces new enterprise-level features that deliver a new level of availability and mobility for the private cloud environments.
  • Increase Margin – Earn up to 12% upfront discount on eligible license products through the Advantage+ Opportunity Registration Program

Hyper-Converged Infrastructure

Other news includes advances in our Hyper-Converged Infrastructure (HCI) offerings and support for Enterprise Containers to enable cloud-native application development:

Virtual SAN 6.1 – provides high performance and increased scale to support enterprise-class storage for all virtualized workloads, including business-critical and high availability demanding workloads.

  • Virtual SAN provides substantial hardware opportunity ($1Virtual SAN = $6+ Hardware drag/attach).
  • Increase Margin – Power Play – Earn up to 12% upfront base discount + 10% product accelerator on eligible Virtual SAN product sales.
  • Generate Demand – learn more about the Virtual SAN Campaign in 60 seconds in the Partner Demand Center
  • Virtual SAN Assessment: In just one week to collect data from your customer’s existing vSphere storage environment, and develop technical and business recommendations needed for Virtual SAN

EVO SDDC – is a software suite to build and operate a private cloud based on a VMware Software-Defined Data Center (SDDC) architecture

Business Mobility

We also announced that we’ve enriched our portfolio in business mobility with new features and enhancements to help you drive innovation. Visit the EUC Launch Playbook.

Horizon 6.2 – introduces 5 new key capabilities that enable you to help customers deliver virtual desktops and apps with greater security and scale.

  • Upsell existing Horizon View Standard customers to Horizon Advanced and Enterprise.
  • Increase Margin – Earn up to 12% upfront discount on eligible license products through the Advantage+ Opportunity Registration Program
  • Generate Demand – Take advantage of the Horizon Campaigns on Partner Demand Center
  • SysTrack Desktop Assessment: This sales acceleration tool allows you to gain insight into customer’s environment and close deals with the right products faster.

VMware Identity Manager Advanced— is the first cloud mobile identity management platform that federates user accounts for SaaS, web, cloud, and native mobile apps requiring no change to the application.

  • Upsell every VMware Identity Manager/ IDaaS sale into an AirWatch or Workspace Suite sale.
  • Increase Margin – Earn up to 12% upfront discount on eligible license products through the Advantage+ Opportunity Registration Program

AirWatch 8.1 by VMware – new features include; expanded OS support, enhanced administration and serviceability and enterprise readiness

  • Increase Margin – Power Play – Earn up to 12% upfront base discount + 10% product accelerator on eligible AirWatch product sales.
  • Generate Demand – take advantage of the AirWatch Campaign on Partner Demand Center

The Personal Desktop Products essentially target every customer that has Macs or PCs in the enterprise:

Fusion 8.0 – Now featuring support for Windows 10, Works with the latest Mac OS release, DirectX 10 Support, Added vSphere and vCloud Air Integration

  • Increase Margin – Earn up to 12% upfront discount on eligible license products through the Advantage+ Opportunity Registration Program 

Workstation 12 Pro & Workstation 12 Player – now featuring support for Windows 10, Improved Graphics Performance & Features, Improved Audio Support and more

  • Increase Margin – Earn up to 12% upfront discount on eligible Workstation Pro license products through the Advantage+ Opportunity Registration Program

Innovate with Brave New IT

The VMware Partner Network Team


The 2016 VMware Partner Innovation Awards- Call for Nominations

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Each year, VMware recognizes its partner ecosystem for their demonstrated excellence and achievements during the Partner Innovation Awards, previously known as the Global Partner Award ceremony. Partner award recipients from around the world receive acknowledgement for their excellent performance and notable achievements in their partnership with VMware.

VMware, together with the VMware Partner Network, continue to empower business transformation in the mobile cloud era for organizations of all sizes. We’re proud to acknowledge and honor this year’s award winners at the Partner Leadership Summit taking place in Scottsdale, AZ, March 6-9, 2016.


The winners will be selected based on the criteria put in place for each award as they relate to growth, sales, net new customers, and marketing. Nominations will open September 1, 2015 and will close October 31, 2015 at 11:59pm PT.

To submit a nomination, please visit Partner Central on September 1, 2015.


  • Participating partners must be registered in VMware Partner Network and be in good standing on September 1, 2015.
  • Participating partners may submit no more than one entry per category.
  • Entries must be submitted in English.
  • Entries must cover achievements during VMware’s Fiscal 2015 year (January 2015 – October 2015).


Winners will receive the following benefits:

  • Recognition at the Partner Leadership Summit in Scottsdale, Arizona in March 2016
  • Recognition at VMworld 2016, including pull up banner, slide within keynote, and company page in the VMworld guide book
  • Partner Exchange 2016 Passes
  • Personalized Award
  • Promotion of company name and award on Partner Central
  • Co-branded Press Release
  • A Blog Post on the VMware Power of Partnership site
  • A Blog Post on The Partner News Blog
  • Use of the exclusive 2016 Global Partner Awards logo on web/email

We look forward to reading your nominations.

The VMware Partner Network Team

Get Back on Track with PEX @ VMworld 2015

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Hey Management Partners —

Have you built out your Partner Exchange @ VMworld 2015 conference schedule? If not, be sure to add the recommended management, sales & technical sessions below to your Sunday (8/30), Partner Exchange agenda.

Business Track

8:30 – 9:30 AM PAR6387
What’s New with vSphere with Operations Management

1:30 – 2:30 PM PAR6386
SDDC Vision, Strategy and Opportunity for Partners

1:30 – 2:30 PM PAR6534
The vSphere Optimization Assessment (VOA): Best Practices for Closing a Virtualization Deal in 30 Days or Less

2:45 – 3:45 PM PAR6379
Winning with Cloud Management – Why Management Matters to You and Your Customers

Technical Track

8:30 – 9:30 AM PAR6421
Best Practices For Deploying IaaS with vCloud Suite and vRealize Automation

11:30 – 12:30 PM PAR6420
How to Demo and Run an Evaluation for vSphere with Operations Management

1:30 – 2:30 PM PAR6411
PSE: SDDC Assess, Design and Deploy 2.0 – Whats New?

2:45 – 3:45 PM PAR6021
vSphere Optimization Assessment Revived

4:00 – 5:00 PM PAR6422
Understanding the Forest from the Trees: Insight into the VMware Cloud Management position amongst the crowded vendor landscape

For more information on Partner Exchange or to register, click here.

The VMware Partner Network Team