8020 EUROPA SUPPLEMENT
Accelerating growth
and profitability
The intelligent channel partner understands that working Workshops in 32 countries where the distributor and EMC
closely with your vendor’s marketing team and aligning jointly update them on new product announcements,
your go to market strategy with theirs is the recipe for provide tools for their own marketing activity and provide
accelerated growth and profitability. training courses on our solutions.”
This is only the case however if the vendor is sensitive “We also jointly run campaigns like Virtually.perfect our
to the channels issues and moulds and adapts its Virtualization campaign where we provide direct marketing
marketing programs accordingly. tools so that they can generate end user leads. We have a
At EMC the whole marketing strategy behind its number of future campaigns like this in the pipeline.”
Velocity2 partner program is geared to the partners needs “Additionally we provide ‘seminar in a box’,
as Kathleen De Bondt, Director Channel and Commercial telemarketing scripts and inside sales Blitz campaigns to
Marketing EMEA explains, “The Velocity2 partner program help partners in generating real business leads.”
has evolved over the years as a direct result of feedback Backing up all this marketing support EMC runs a reward
from our partners.” scheme VIP (Velocity Incentive Program) which runs on a
“Once a year we have a partner council with over quarterly basis and is tailored for the different partner levels.
100 attendees from our EMEA channel. This council is “The important issue is to have a rewards program
a balanced mix of all types of partners from Signature that reaches everybody in our channel program from
level and distributors to premier partners and affiliates. organisations of all sizes to individuals at all levels,” stated
The feedback from these meetings goes to help structure Kathleen De Bondt.
our marketing and sales support as well as the Velocity2 “All this marketing support and the rewards scheme is a
program itself.” major incentive to be part of the EMC Velocity2 community.”
“From listening to our partners we are able to deliver “In February 2009 we will be holding our first pan EMEA
focused and impactful marketing programs that deliver real channel event where our partners can meet and network
competitive edge.” between themselves as well as learn more about what we
Examples of this activity are evident in supporting EMC can do to accelerate their growth and profitability.”
Solution Centers get established and profitable and in “If you want to know more about anything we have
helping distributors mobilise Tier 2 level partners. covered in the previous pages or would like to meet with
Kathleen explains how this works, “For our Solution an EMC channel representative in your country then email
Center partners we work at three levels of marketing velocityemea@emc.com or go to www.emc.com/partners/
support to get them established and successfully trading.” velocity
“The first is all about branding and presence. We have
developed complete branding for the Solution Centers
including the layout of the Solution Center itself, banners,
joint logos and a standard look and feel across all marketing
materials. However within these guidelines there is the
ability to localise the content and include the partners own
words on the solutions that they are showing.”
“At a launch level we provide material for end
user awareness campaigns, local press releases and
telemarketing. Then for ongoing marketing we have put
together a whole range of seminars on different topics that
the partner can deliver backed up by all the collateral they
may need.”
“At the same time we are helping create a community of
Solution Centers by bringing them together once a year to
share their experiences and what they have discovered is
best practice.”
At the distributor level, working with Tier 2 partners, the
focus is very much around partner education and end user Kathleen
lead generation as Kathleen explains, ““We run Velocity2
De Bondt
36 8020 EUROPA JUNE 2008
29-36 EMC Supplement.indd 8 13/6/08 09:48:02
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