Partner programme upheaval: Who is unearthing treasures?

Brian J. Dooley explores the crucial elements that cement vendor/reseller relationships

By Brian J. Dooley, Auckland | Tuesday, 06 April 2010
The heart of the relationship between major vendors and resellers is the partnership programme. These programmes are often critical to establishing credibility with the customer, as well as providing training and product discounts that make business more profitable. Ideally, a good partner programme will create a win/win situation for the reseller. Access to information, training, leads and support is exchanged for brand loyalty and commitment to sales targets.

However, partner programmes do come at a price, and need to be evaluated carefully. Because of requirements for certifications and targets, it is only possible to enrol in a relatively small number of them. It is important to select those that fit your business model and offer tangible benefits.

The current economy has combined with revolutionary upheavals in technology to create new opportunities. Notable trends range from the advance of cloud computing and mobility to the release of Windows 7. The result has been a re-vamping of partner programmes across the industry. Now is a good time to review where you stand with your vendors, and what has recently become available in this important sector of your business.

Even Microsoft is making changes. Microsoft’s flagship partner programme is the Microsoft Partner Network, formerly known as the Microsoft Partner Programme. “The network expands on the programme’s original vision that partners of any business model can extend their market reach, reduce costs, increase profitability and deliver innovative solutions to help customers reach their full business potential,” says local partner group director Brent Colbert. “We also have the Microsoft Action Pack for small business of up to 10 users in the Partner Network, providing benefit without investing in competencies.”

The minimum requirements for gaining a competency or advanced competency status are two Microsoft Certified Professionals (MCPs) with three customer references. Advanced certifications require four MCPs and five customer references.

According to Colbert, joining the Microsoft Partner Network enables businesses to:

• Differentiate

• Capitalise on benefits specific to their area of expertise

• Access comprehensive support for pre- and post-sale needs

• Promote their offerings to customers and help connect customers to them

• Align their business with Microsoft.

“To sign up, resellers need only complete an online partner profile to get access to news and communities,” says Colbert. “As partners move to higher levels, they will need to demonstrate their capabilities by gaining a competency which requires them to employ or contract at least two relevant Microsoft Professional certifications. They’ll also need to complete an online marketing and sales assessment, as well as a Microsoft licensing assessment and provide three unique customer references. There is an annual competency fee.”