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ADTRAN Soups Up Advantage Partner Program

Networking access player ADTRAN has introduced a number of upgrades to its Advantage Partner Program in response to partner requests for additional marketing and sales support in the companys traditional markets, as well as newer technology opportunities like unified communications (UC). The companys partner enablement programs, as theyre called, feature a wider line of service offerings and access to more ADTRAN products for resale, new sales-quote tools, as well as margin enhancements, financing and incentives.

As evidenced by these enablement programs, we continue to listen to our partners feedback, said Ted Cole, vice president of channel sales for ADTRAN Enterprise Networks Division. These enhancements provide an opportunity for ADTRAN to further assist our partners in closing more, larger solution opportunities at even grater margins.

The companys Custom Extended Services (ACES) is targeting more data-centric channel partners who may be reluctant to get into the unified communications space without more sales experience by offering its NetVanta Unified Communications and IP Telephony solutions, without requiring the usual specialization training before selling. This lowers the price-of-entry curve considerably for these partners, while allowing them to package a more comprehensive solution for their customers.

In addition, partner sales should benefit from a new tool called IntelliQuote, an online reporting system that provides quick, accurate price quotes for all applicable products and services. The new feature comes in  response to partner requests, which have asked the company for a more easily configured solution that addresses the gamut of relevant ACES services.

On the financial side, ADTRAN is investing in its partner program, extending lower monthly payment options for partner customers who want to procure company products through its RealLeasing program. Aware of the budget-constrained capex budgets still hammering most end-users, these financing options are designed to be flexible enough to allow partners and customers to come to terms without having to resort to other higher-interest financing sources.

As for marketing incentives, ADTRAN is offering an additional deal registration bonus discount on select, qualified solutions. Under the Absolutely ADTRAN  piece of the partner program, partners are encouraged to market the broadest possible menu of ADTRAN products and services, from UC and IP Telephony, to Internetworking and ACES/Professional Services. Partners who expand their sales over these product lines are eligible for an additional 5 percent discount on top of their existing deal registration program discount rates for the rest of the year.

The most important thing to us, as resellers, is profitability, said Mark Frye, vice president of sales and marketing at Venture Technologies. We are being challenged by customers with tightened budgets who still have the same technical needs. ADTRAN helps us meet these needs, while maintaining our profitability, thus meeting everyones goal.


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