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EMC Debuts New Unified Partner Program

By TC Doyle
May 06, 2014 - News

**Editor's Note: Click here for a list of recent channel-program changes you should know or here for a list of new products and services that partners can sell.**

For the first time in a decade, EMC is unveiling a freshly re-architected partner program designed to fully leverage the changing partner ecosystem that is forming around cloud computing, big data, information security and storage management.

The new EMC Business Partner Program for 2015 consolidates all of the storage giant’s different partner programs under one umbrella in an attempt to simplify partner management and increase partner collaboration and profitability. Under the umbrella, business partners can choose one or more tracks that fit their business model, including resell, distribution, cloud service provider, system integrator and/or outsourcer.

In an interview with Channel Partners, Fred Kohout, vice president of global partner marketing with EMC, said that changing market dynamics have compelled the organization to rethink its partner programs. Programs designed for a linear supply chain that start at the manufacturer and end at end-customers no longer reflect the current market dynamic in which partners play different roles and provide different services to customers. To that end, the program EMC is launching emphasizes flexibility and choice, solutions and services, and third-party platforms, Kohout noted.

On a basic level, partners can expect to be rewarded for exactly what they sell, and leverage those rewards across different tracks within the EMC program. In addition, partners can expect more exacting solutions playbooks to help them increase customer satisfaction, and more incentives such as rebates for reselling services.

“Because business models are changing, distinctions between old silos no longer apply," Kohout said. “What we have architected from the ground up recognizes that partners have multiple selling motions and business models."

Like other partner programs, the new EMC program concentrates its most generous benefits on organizations that make the greatest contributions to its technologies, both in terms of training and certification, and in sales achievement. It also places a higher premium on services and high-value solutions developed or delivered to customers by partners.

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