EMC introduces partner specialisations

Storage giant EMC has become the latest vendor to add partner specialisations to its channel program.

It follows similar moves by Microsoft, Brocade and Symantec, all of which spent much of last year refreshing channel programs to focus on specialisations that allow partners to differentiate.

EMC’s "Enhanced Velocity program" launched this week included four core specialties: "consolidate", "advanced consolidate", "backup and recovery", and "governance and archive" targeting EMC’s top-tier Premier and Signature partners.

Premier partners have to specialise in at least one competency, while Signature partners need two, EMC Australia channel manager Chris Moyle (pictured) told CRN.

It was the first time EMC had used specialisations in its partner program, Moyle said.   

“We’ve certainly had a broad portfolio of solutions that partners have taken to market but [specialisations] haven’t been formalised as part of the program in the past.

“These recognise and reward partners to sell and architect solutions,” he said. 

Further, EMC has refreshed its tier structure renaming the “Advantage” tier as “Affiliate Elite" ($250,000) and adding a fourth tier “Affiliate” with a reduced barrier to entry of $25,000 in revenue.

“We’ve evolved from three tiers Signature ($10m), Premier ($1m) and Advantage ($250,000) to the addition of a fourth tier. The barrier is low to drive broad coverage, Moyle said.

“We want to encourage partners to come on-board and have a positive experience so they can evolve into the high level tiers." 

“We see significant growth opportunity in the SMB market," he said.

EMC planned to increase its internal headcount and the number of specialists at distributors Ingram Micro and Westcon to grow the SMB space, he said.