As the IT landscape evolves, so do partner programs, with a clear focus on meeting diverse partner needs and creating robust ecosystems. A recent poll from influential channel analyst firm Canalys highlights the importance of incentive models, with over 33% of partners ranking them as the most crucial element in partner programs. However, training, specialization, marketing funds, and events are equally important.
This evolution reflects a growing emphasis on inclusivity, with partner programs now expanding to incorporate Independent Software Vendors (ISV) and Global System Integrators (GSI), in addition to traditional channels, as vendors recognize the value of a comprehensive ecosystem.
In recent years, many partner programs have transitioned from rigid tier-based systems to also incorporate more dynamic points-based models, allowing flexibility in engagement and rewards.
This shift was explored in depth during the “Partner Programs Reborn” session at the recent Canalys Forums 2024 event in Berlin, Germany, where the discussion focused on the importance of reducing complexity to simplify engagement and enable partners to thrive.
The discussion included how Vertiv’s hybrid model combines both points and tier-based benefits, offering the flexibility of a points system while retaining the familiarity of tiers. Another way to put it is that the tier-based program is still very important as it’s recognizable. It’s comparable to the Monopoly game—everyone knows the rules.
The Vertiv Partner Program: Features that Drive Success
Vertiv’s approach to partner support is rooted in empowering partners with tools, resources, and dedicated guidance to drive business success. Core features of the Vertiv Partner Program include:
- Dedicated Sales Support: Skilled representatives work closely with partners to address customer challenges, offering direct support throughout the sales process.
- Enhanced Partner Portal: Partners gain exclusive access to tools like Deal Registration, a Rewards Program, and the latest promotions to optimize opportunities.
- Comprehensive Sales Tools: With sales selectors, configurators, brochures, and competitive insights, Vertiv equips partners to navigate the market confidently.
- Marketing Resources: Co-branded collateral and campaign materials help partners generate leads and strengthen client relationships through effective marketing.
A key strength of the Vertiv Partner Program is its adaptability, designed to streamline processes while supporting partners through every stage of customer engagement.
Vertiv’s Future Plans: Innovation and Digital Engagement
Looking ahead, Vertiv is committed to evolving its partner program, emphasizing advanced digital marketing strategies and deeper partner engagement. Vertiv supports a blended approach that combines traditional sales methods with cutting-edge digital tools. This includes integrating augmented reality (AR) and immersive technologies to enhance partner interactions and improve customer experiences.
To further simplify engagement, Vertiv is exploring ways to streamline partner resources, making it easier for partners to navigate complex sales processes. Brent highlighted the importance of balancing speed and responsiveness with a single portal, while also maintaining a human element to foster meaningful discussions with vendors, support teams, and ecosystem partners.
As measuring relationship strength and engagement remains an ongoing challenge, Vertiv is focusing on integrating these elements into its planning, aiming to maximize partner effectiveness and strengthen collaboration. The advice to partners before joining any program is clear: Do your research, ask questions, and fully explore what vendors offer before committing. This allows both parties to collaborate more proactively and effectively.
Vertiv’s Presence at the Canalys Forums 2024
Vertiv’s involvement in the Canalys Forums 2024 underscored our dedication to driving industry innovation and fostering meaningful dialogue within the partner ecosystem. Vertiv is championing an approach that prioritizes both advanced digital engagement and traditional relationship-building. This approach not only addresses current industry demands but also anticipates future shifts, providing partners with the support they need to remain competitive in a rapidly changing market.
Positioning Partners for Success in a Dynamic IT Landscape
As the IT channel continues to evolve, Vertiv is dedicated to keeping its partners at the forefront of these changes. By investing in new tools, resources, and digital capabilities, Vertiv aims to create a collaborative environment where both Vertiv and its partners thrive. The Vertiv Partner Program is a clear example of this commitment, offering a balanced blend of innovation, support, and flexibility to ensure that partners are equipped to succeed.
For partners looking to expand their reach, partner programs like Vertiv’s provide an invaluable resource. With a collaborative model and a vision for the future, Vertiv is empowering its partners to deliver best-in-class solutions, build stronger client relationships, and confidently lead the way in the IT channel.
