NetApp refocuses channel on emerging market trends

NetApp refocuses channel on emerging market trends

Storage vendor tweaks its global partner program to improve partner engagement and drive mid-market sales

Storage vendor, NetApp, has made adjustments to its partner program as it focuses on mid-sized enterprises and looks to develop systems integrator partners.

Vice-president of global partner sales, Julie Parrish, said there were no immediate plans to change the structure of the partner program, but a series of enhancements would improve engagement with the channel.

“The program was previously called the VIP program, which didn’t translate well to some markets globally and had become synonymous with VAR partners. The new name – NetApp Partner Program – translates better and aligns with our integrator and OEM partners,” she said.

New additions include the NetApp Field portal, which allows direct and indirect sales teams to access company and product information to support customers throughout the buying cycle, as well as Campaign Express, which provides marketing support that can be rebranded to suit the partner’s branding preferences.

The vendor’s Get Successful program has also been enhanced with video on-demand options for partners unable to make it to a workshop. Guidebooks and CDs are also being provided to help partners with gaining accreditation. Going forward, Parrish said the vendor was looking at three key areas of focus.

“We realised we haven’t done a great job at offering partners a value proposition to take into the mid-sized enterprise space, so we’ll be looking at developing tools and programs around that space,” she said.

“We’re also looking at the hosting trend with more of our customers asking to move off-site. NetApp won’t be a hosting provider but we’re looking at how to help partners package solutions and create value propositions.

“We’re also looking at ways with which we can recruit or enable global systems integrators to drive higher-level integrations with customers, now that customers are looking for partners who can sell more than just storage.”

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