VMware – as it is beginning to welcome new partners into its Broadcom Advantage partner program – released limited details regarding how its go-to-market approach should help to drive partner success.
This news follows Broadcom’s November 2023 purchase of VMware, which it noted served to advance Broadcom’s strategy of building a leading infrastructure technology company.
“As part of those efforts,” said VP of global partner and commercial sales, VMware, Cindy Loyd in a recent blog post, “we have invited all active VMware resell partners (more than 18,000) to participate in the Broadcom Advantage Partner Program. If you are the primary partner contact listed in our system, you should have received an email invitation sent on or about January 19th. You simply need to ‘click to accept’ and you will receive a login to the partner portal when your participation goes live.”
Based on feedback gathered from hundreds of partners worldwide, the program will focus in particular on solving channel conflict, reevaluating profitability on renewals, incentivizing long-term adoption of products and streamlining processes.
The new Broadcom Advantage Partner Program will provide a scalable framework for all business units and partner routes to market. It will take a modular and flexible approach to accommodate the specific partner ecosystem needs. Additional updates include:
- Net margin model: An evolved rebate program to determine that all discounts are systematically disclosed upfront.
- Streamlined pricing: Includes simplified pricing down to four SKU bundles: VMware Cloud Foundation, vSphere Foundation, vSphere Standard and vSphere Essentials Plus.
- Predictable partner profitability & deal protection: Introduced incumbency protection and deeper up-front discounts, creating incentives to drive focus on delivering customer outcomes for 95 percent of the business.
- Streamlined systems & tools: Created a single online destination to access all partner related resources, including established role-based, single-sign-on and point of entry for all partner sales tools, systems and dashboards.
- Increased resourcing & support: Better aligned with business units, sales and partner teams to provide improved support and resources.
