Inside VMware’s pick and mix marketing service for partners

Inside VMware’s pick and mix marketing service for partners

Partner Edge aims to strengthen marketing capabilities across channel

Kerrie-Anne Turner (VMware)

Kerrie-Anne Turner (VMware)

Credit: VMware

As the channel grapples with the ongoing challenges associated with acquiring net new customers, VMware is helping partners sharpen marketing swords.

Under the banner of Partner Edge, the marketing platform is softly rolling out across Australia and New Zealand (A/NZ), providing a pick and mix type service to the vendor’s ecosystem of partners.

Delivered online, Partner Edge aims to showcase a wide-range of marketing services through an easy to consume platform, with availability on both sides of the Tasman.

Targeting both resource rich and poor partners, the “umbrella offering” spans content programs, integrated campaigns and lead generation, leveraging market development funds (MDF) and co-investment plans.

“Partner Edge is filled with every asset that the channel might need around the VMware go-to-market strategy,” said Kerrie-Anne Turner, head of channels and general business A/NZ at VMware.

“We’ve soft launched with a small group of partners to help test the platform locally. We’re in the process of ensuring that assets are lined up, systems are functioning and feedback capabilities are available.”

Specifically, Partner Edge is designed to offer partners “best-in-class” marketing packages, backed up by analytics and lead management toolsets.

The benefits to partners, according to Turner, is the ability to remain relevant with regular access to updated content, while attracting a deeper quality of end-user leads - cited as a leading priority for the channel.

“We’re training our partners the same way that our own marketers are being trained in the future of digital marketing,” Turner added.

“We have also embedded in the platform all of our digital marketing one-on-one courses that our own internal marketers have to go through. They are available for partners to access via the platform.”

To drive local growth, the vendor is also tapping into the expertise of Olga Specjalska, marketing director across A/NZ at VMware.

Specjalska was previously enterprise marketing director in Japan, following almost four years with VMware across Southeast Asia.

“Olga has brought some incredible innovation to the VMware team locally,” Turner added. “It’s great for the channel that our marketing director is leaning in to help business and marketing leaders of our partner organisations understand how VMware can help.

“Partner Edge also comes with a concierge platform which provides lead demand and follow-ups for partners, which is paid for through co-investment dollars.”

On the flip side however, Turner acknowledged that the majority of partners have little to zero marketing resources internally, with the platform tailored to accomodate different levels of maturity.

“The platform is designed for partners with zero marketing resources,” Turner added. “Upon entering the platform, we ask whether you have 0-5 resources or 5-10 resources and we provide a different way to navigate the system depending on your answer.

“We’re also helping partners with the how to aspect. For example, do partners want to run a campaign around X, Y or Z? Whatever the request, everything will be lined up for the channel to leverage depending on individual needs.”

Follow Us

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags VMware



The making of an MSSP: a blueprint for growth in NZ

The making of an MSSP: a blueprint for growth in NZ

Partners are actively building out security practices and services to match, yet remain challenged by a lack of guidance in the market. This exclusive Reseller News Roundtable - in association with Sophos - assessed the making of an MSSP, outlining the blueprint for growth and how partners can differentiate in New Zealand.

The making of an MSSP: a blueprint for growth in NZ
Reseller News Platinum Club celebrates leading partners in 2018

Reseller News Platinum Club celebrates leading partners in 2018

The leading players of the New Zealand channel came together to celebrate a year of achievement at the inaugural Reseller News Platinum Club lunch in Auckland. Following the Reseller News Innovation Awards, Platinum Club provides a platform to showcase the top performing partners and start-ups of the past 12 months, with more than ​​50 organisations in the spotlight.​​​

Reseller News Platinum Club celebrates leading partners in 2018
Meet the top performing HP partners in NZ

Meet the top performing HP partners in NZ

HP has honoured its leading partners in New Zealand during 2018, following 12 months of growth through the local channel. Unveiled during the fourth running of the ceremony in Auckland, the awards recognise and celebrate excellence, growth, consistency and engagement of standout Kiwi partners.

Meet the top performing HP partners in NZ
Show Comments