VMware soft-launching new partner platform

VMware has started testing a new marketing program for its partners.

Half a dozen Australian and New Zealand channel players are already testing the program, which is known as “Edge” and is aimed at helping partners to improve their marketing.

VMware’s head of channels and general business Kerrie-Anne Turner told CRN Australia the program was devised in response to research showing that the channel’s investment in marketing remains small. VMware decided to step in and help out.

Edge therefore offers a web-based marketing automation platform offering content, programs, analytics and lead management. The last service comes from an outsourced marketing agency named “Zinfi” that will follow through leads to the point of booking meetings with prospects. Partners need only show up and sell.

The program targets two classes of partners: those with their own marketing departments and those with no marketers at all. The latter will be offered Zinfi’s services at no charge. The former are assumed to have the muscle to do some lead management themselves.

VMware’s long been a channel darling because it’s core server virtualisation products are a near-must-have and are well understood by end customers. The company’s ambitions are now rather broader, encompassing security, networking, digital workspaces, storage and hybrid cloud.  

VMware doesn’t expect its partners to get across all of that broadened portfolio, but hopes that the new Edge program helps partners to keep up with its changing range.

Edge is currently live and due for launch at the company’s annual vForum, which regularly takes place in November.

Turner told CRN that VMware would happily accept applications from more partners to join the program during its test phase. Your VMware account manager or distributor are the people to ask if you want in.