Pays to Partner: The Channel Profits with Brocade

Brocade today announced the introduction of several new channel initiatives designed specifically to enhance partner enablement and profitability. The new initiatives encompass a wide range of updates to the Brocade Alliance Partner Network (APN) program, including elements tailored to attract new partners who are looking for a compelling vendor alternative, as well as new aspects to better reward existing APN partners.

The APN program updates represent Brocade’s ongoing commitment to the channel in helping partners establish and maintain viable business models to continue driving success. As the channel remains an area of strategic focus for Brocade, the company has invested significant monetary resources – approximately three times the historical annual spend – to implement and support the APN program. Specifically, Brocade announced today:

Enablement funding for new partners to accelerate engagement with Brocade

Expansion of the reseller Value Incentive Program (VIP)

Updated deal registration discounts to further protect presales investments

Enhanced enablement tools

Renewed focus on lead and demand generation activities

The continual maturation of cloud technologies, coupled with end customers’ growing interest in integrating virtualization and cloud solutions into their IT environments, represents a tremendous opportunity for channel partners. End customers are increasingly looking to the channel for guidance and technical expertise to help them successfully navigate the journey to the cloud.

For distributor and reseller partners, who by virtue of their position within the channel ecosystem are best equipped to deliver these value-added solutions and services, this industry trend presents both a world of possibilities and increased pressure to adapt and refine their business objectives. Brocade continually evolves its APN program to help partners maintain a profitable business model and attain higher levels of in-house expertise at minimal monetary cost.

“Data center infrastructure vendors clearly recognize the vital role that the channel plays during any period of major IT transformation, and the transition to the cloud is no exception,” said Chris Ilg, director of Market Research, Infrastructure Channels and Alliances at IDC. “IDC estimates that worldwide spending on private IT cloud services will top $13 billion by the end of 2011, and shrewd vendors are those who are adapting and augmenting their programs with inventive elements that bring value to a wide range of partners.”