Data center News

WATCH: NetApp Execs Talk Partner Rewards, Tease New Partner Program

NetApp has its eyes on the channel.

The Sunnyvale, Calif-based all-flash and hybrid cloud data services specialist says approximately 80 percent of its sales run through the channel, and the company has plans to continue that success with a new partner program slated for the end of April. NetApp’s Jeff McCullough, vice president of Americas Partner Sales, and Chris Lamborn, senior director of Global Strategy & Programs, gave us a taste on what’s to come in an interview with CRNtv.

How is NetApp differentiating itself in the partner landscape?

McCullough: In terms of differentiation, there are really two parts: There’s the product, the portfolio differentiation, which is how we can compete in the marketplace. And then, there’s the value proposition for partners, which is not only the value selling the products but the value they make in attaching all of their capability: their people, their IP, their services portfolio around those products. And I think, for me, those two together really is the differentiation NetApp has.

What kind of rewards do you offer partners on top of the margins available from selling your products?

Lamborn: We will pay a partner up to $220,000 on an opportunity that they bring to us if it’s a new customer or competitive displacement. We stack our benefits, so a partner doesn’t have to choose which is better for them. They really get a benefit across the board. And we also are trying to help partners transition, so as well as the benefits piece you start to look at education and how we are also investing in their business.

You discussed changes on the way for your channel program. What can partners expect?

Lamborn: There’s a lot around simplification that’s coming through, making it easier for partners to make money when they are driving business to new customers or expanding our portfolio. We are going to continue, what I think is unique in our industry, where we recognize partners revenue, irrelevant if they are buying off a public cloud marketplace on NetApp or from a NetApp distributor. So, we are really giving them that opportunity to pull through and also we are going to be looking at some of our larger, global partners in a different way.

For more coverage, check out the video included in this article.