8020 EUROPA SUPPLEMENT
A major aid in ensuring success for the distributor and “What really defines Value Add in our distribution
their partners is rewarding best practice. “The reward channel is the ability to help partners move up the value
element throughout the channel is often the best incentive,” chain with their clients,” emphasised Kristian. “We expect
claims Kristian. “Our GAF strategy, Goal Achievement Form our distribution partners to have solution selling skills and
allows us to deliver partner incentives for specific areas, to assist their channel partners develop specialisations.”
for sector development and for developing new customers. “We have 5 specialisation areas, Consolidate, Backup,
Our Velocity2 promotions can be geared for whole channel Archive, Security and Content, where our value add
organisations or specific individuals.” distributors are helping partners develop solutions for their
The role of distributor is such a vital part of EMC’s channel clients. EMC and distributors are working very closely to
strategy that they expect them to be able to deliver everything ensure that together we supply all the support that the
to their partners that EMC provides to tier one partners. channel needs in these areas.”
Kristian expands on this, “Distributors have to meet the “Additionally many of our distributors are now
highest levels of accreditation and certification. At a sales, working with ISVs to integrate these speciality areas
technical and account management level they must be on into their own applications and then introducing them
a par with their Premier Solution Partners; the highest to EMC Velocity2 partners who can help them deliver
accreditation & certification level for tier two partners.” really innovative solutions.”
“Their account managers go through the same training as This evolution of distribution, from purely a supply
EMC account managers and their fundamental objectives are channel to a true value add organisation, is enabling EMC
to transfer their knowledge and skills to their own partners to deliver on its ONE global EMC strategy throughout EMEA.
and be their link to the distributor’s and EMC’s resources.” Kristian concludes, “In the past distribution was often
“Distributors have to provide pre & post sales support, viewed by vendors and channel partners as a ‘necessary
demonstration/lab facilities, lead generation activities evil’ to provide credit, warehousing and coverage.”
and training, either through EMC, one of EMC’s authorised “In this new world of solutions however distributors have
training partners or directly themselves.” found their true vocation. They now truly earn their ‘value
A particular focus which EMC expects of its distribution add’ title by delivering a whole raft of added services that
partners and which differentiates them and emphasises the help create markets and enable channel partners to evolve
real ‘Value Add’ is in solution sales. and grow in profitable areas.”
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