EMC Partners ‘Leading the Data Center Transformation’

EMC WORLD — Riding the wave of the “modernize” theme at this week’s EMC World in Las Vegas are the storage giant’s Americas partners, who in the past year have outperformed EMC’s Americas business overall.

EMC's Scott MillardThat’s according to Scott Millard, vice president, EMC Americas Channel, who shared some big numbers with channel partners and announced some new sales incentives this week at the company’s Global Partner Summit — part of the massive EMC World event drawing thousands to the Venetian & Sands Expo.

With the relaunch of its channel program a year ago, EMC wanted to focus on simplicity, predictability and profitability — a move that seems to be working.

Millard says that the new program has led to a 22 percent profit increase compared to the old Velocity program. Sales of converged infrastructure and all-flash arrays, for example, are up significantly, with partners accounting for 85 percent and 67 percent of that growth, respectively.

The first quarter of 2016 was the best quarter ever for the Americas channel, Millard said.{ad}

“The key takeaway here is that our partners are truly leading the transformation to the modern data center,” Millard said. “Our partners have never been more strategic to EMC; EMC has never been more committed to its partners.”

The company debuted its first loyalty program in the Americas channel – EMC True – last year in North America, with the intent on rewarding partners that generate 80 percent or more of their backup and storage revenues from EMC technology. Millard announced that True now will expand to Latin America.

Also new is an incentive for sales of EMC Unity, the newest member of the company’s all-flash portfolio aimed at small and midsize IT departments. It offers cloud-like proactive management and monitoring, integrating with VMware and Microsoft. The promotion gives partners an additional 10 percent discount for incremental deals, in addition to the existing 25 percent discount for all-flash. That’s on top of a 10 percent registration discount.

“This should translate into a big margin opportunity for our partners,” Millard said.

Jeremy Burton, president, Products & Marketing, encouraged partners to take their business with EMC to the next level. Staying abreast of the latest technology upgrades will be critical to success in the next several years, he said, noting that the opportunity to make real money is in converged infrastructure; hyperconverged infrastructure; scale-out, network-attached storage (NAS); and object storage.

“If you are still only selling hybrid arrays and backup, you’re missing out on a huge opportunity. Even if you’re selling all-flash arrays, you’re probably missing out on half the opportunity,” said Burton. “We have to transform our business; you need to transform yours.”

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