EMC Stacks the Odds in Channel's Favor

By Steve Wexler  |  Print this article Print


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Nothing succeeds like success, so EMC is extending its Velocity2 Incentive Program (VIP) into 2010. The program rewards partners for "stacking" offerings, and after the first six months, it saw significant increase in incremental or net-new business.

Originally announced last July, EMC's Velocity2 Incentive Program (VIP) is being extended into 2010, rewarding partners—and sales executives within those partner organizations—for "stacking" their awards generated from selling select networked storage and information management software, as well as SourceOne (information governance), and RSA enVision and Data Loss Prevention Suite security solutions.

Kristian Thyregod, vice president of global channel marketing, tells Channel Insider EMC decided to extend the initiative because "the incremental business part has been overwhelming for us" and gives much of the credit for that success to the work the company did in advance with its channel partners. He says EMC worked extensively with its partners to put together the right set of offerings, and the results have been a tremendous increase in incremental or net-new business.

"It turns out we succeeded," he says. "It's fantastic what you can achieve when you focus."

Prior to launching the program, EMC worked with its various internal groups, including RSA, as well as its channel partners, to determine the best way to architect the program. The objective was to go after business opportunities EMC wasn't reaching, and the first six months has seen "a significant incremental increase in business driven by the channel."

The VIP program extension was announced at a business session in Vancouver for EMC's top channel performers from around the world.

With VIP  the company enhanced its deal registration program and added more incentives for partners and their sales executives who invest in training and attaining certifications for EMC technologies. The Incremental Deal Registration rewards partners with a 5 percent discount off the list price. To qualify, the opportunity must be net-new to EMC.

Additionally, partners who invest in EMC Technical Architect certifications will be rewarded with an additional 10 points. To qualify, the partner must have a local TA working the deal, and not just fly in a TA from another location. The time commitment is 15 to 16 eight-hour days and is delivered in a five-step process. It consists of training workshops, online training, technical support and coaching, along with a proctored exam. It’s offered for a fee of about $2,000.

In addition, EMC has also renamed and revamped its Journey to the Top program. Now called the Velocity Incentive program, partners are able to get stackable rebates for a host of EMC technologies, including storage hardware; backup, recovery and archive software; and security.

According to partners from Australia, Finland and Green Belt, Md., the program has been a big success.

"The VIP program has really helped Infront Systems increase our profitability through the alignment of the rewards to EMC's latest technology that solves critical IT problems," said Alan King, managing director of Canberra, Australia-based Infront Systems. "Since all of these EMC products are part of the program and there is market demand for these solutions, it makes it easy to identify deals to take advantage of the VIP program."  

Mika Nyholm sales director of Proact Finland Oy, headquartered in Espoo, Finland, agrees. "EMC continues to show its deep commitment to the channel with its decision to extend the Velocity2 Incentive Program that helped us improve our bottom line for the second half of 2009. The program's lucrative rewards enabled Proact Finland to have additional resources to invest in our sales and services teams to provide our customers with more value."

VIP also helped Green Belt, Md.-based Presidio Networked Solutions expand its EMC business "by rallying our sales teams to focus on market opportunities that are under-penetrated and really hot right now," said Bob Murphy, North East Division president. 


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