8020 EUROPA SUPPLEMENT
EMC Velocity
2
Driving Partner Profitability
EMC’s partner program Velocity
2
has evolved over the opportunities, create demand, generate leads, assist with
years to reflect a changing marketplace and is now firmly marketing, and then support them through the sales cycle.”
established with its channel partners as a flexible and So that EMC can align these resources accurately and
powerful enabler of their profitability. effectively they have a simple but effective structure to
Willem Hendrickx, EMEA Vice President Channel & Mid- supporting Velocity2 partners as Willem explains, “It is
Market at EMC explains what makes Velocity2 so special, important that EMC has the most efficient way of delivering
“At the heart of the Velocity2 partner program is the need support to channel partners at whatever level they operate.
to differentiate partners in the marketplace so that they can We therefore structure our channel into three areas Volume,
be competitive and profitable.” Value and Consultancy.”
“We have listened carefully to our partners and refocused “The volume area, which includes products such the
Velocity2 to reflect the ONE EMC message. By bringing Insignia range, go through our volume distribution partners.
together our software and hardware products to build In the value area where we provide solutions that include
solutions that our partners can take to market we are giving hardware and software we use specialist distributors who
them differentiation as well as synergy across our ranges.” themselves are accredited to the highest level with EMC
“We have also simplified Velocity2 and made it easier to and are geared up to help partners specialise.”
do business with EMC.” “At the consultancy level are our Signature Partners
“However what has really made the difference is the who we deal with directly. They have the highest level of
radical decision we took to make the Mid Market the sole expertise in our products and are capable of delivering
responsibility of the channel, removing any conflict with complex solutions for their clients.”
our own direct sales teams. Added to this we focused “We want all our partners to be aspirational in
on identifying partners who wished to go with us and differentiating themselves and specialising for profit,”
rewarded them for doing so.” stated Willem. “Over the next few pages we would like
The success of this strategy can be seen in a 18% show some things we are doing with our Signature and
overall growth and a growth of +30 % in the last 8 distribution partners that are having an immediate effect on
quarters in the Mid Market business. Also 70% of business their business and then we would like to explain in a little
in EMEA is now from Channel. more detail how we help them and our other partners be
“30% growth shows that there is no market size effective and profitable as an EMC partner.”
constraints,” claimed Willem. “What our partners “I hope you take this opportunity to read on and find
already understand however is that differentiation and your path to profitability with EMC.”
specialisation are what really makes the difference.”
“When it comes to differentiation it is not a matter of
having products that nobody else has, because that will
never be the case. Differentiation is about adding value to
the client’s business.”
“This is achieved by specialising in areas such as
integrating an archiving solution into SAP, or combining
security with storage and then applying it to the client’s
business applications and processes.”
“EMC has worked hard at developing solutions that the
partners can take to market and what we need are partners
who are prepared to specialise.”
The Velocity2 program however is much more than
providing solutions and then leaving it up to partners to
take them to market as Willem explains, “Not many vendors
talk about market opportunity with their partners and then
go with the partner to take it.”
“We want to drive market opportunity for Velocity2
partners around specialisations. We have hired lots of people
Willem
and are building resources behind the channel to identify
Hendrickx
JUNE 2008 8020 EUROPA 29
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