Brocade aims to boost partner enablement and profitability

Published: January 23rd, 2012

Networking solutions vendor Brocade (NASDAQ: BRCD) has launched several new channel initiatives designed to boost enablement and profitability for both new and existing partners.

The initiatives fall under Brocade’s Alliance Partner Network (APN), which the vendor said is a selective program designed to focus on quality of partners rather than quantity, developing supportive relationships between Broacade and its partners.

“We believe keeping the program nimble allows partners to stay competitive,” said Raelyn Kritzer, director of global partner marketing with Brocade. “It’s a low barrier to entry program model that’s easy to understand and globally consistent.”

The new initiatives under the program focus on partner profitability, said Kritzer. For example, Brocade will now be providing enablement services to partners that haven’t realized revenue with the vendor yet.

There’s also a new partner onboarding model that’s a one-stop shop for everything net new partners need to get started. New partners will sit down with Brocade to develop a training, marketing and go-to-market plan, and receive enablement funds to implement it.

“We believe in taking a leap of faith with some of these keen partners that have shown an interest in working with Brocade,” said Kritzer.

Brocade is also expanding its enablement tools for partners that have already demonstrated a strong commitment to Brocade. The Value Incentive Program (VIP) for elite partners has been expanded, with additional “growth rebates so they can get incremental percentages of growth based in their level of specialization achieved with Brocade,” said Kritzer.

A service provider specialization has also been added to VIP to help partners meet the demand for networking skills in the service provider space. Additionally, APN Elite resellers will benefit from a revised cumulative discount structure that offers payouts at a lower threshold. Deal registration has also been sweetened with a higher discount level for IP product sales, and other enhancements.

“It really helps to protect the partner’s pre-sales assessments and achieve greater levels of profitability,” said Kritzer. “We’re trying to help our partners drive higher levels of profitability.”

On the recruitment side, Kritzer said Brocade is looking for partners with specific expertise in areas such as campus LAN and Ethernet fabric.

“We’re hoping the changes we’re making to the program will entice new partners to come on board with Brocade,” said Kritzer. “We’re looking to lure partners away from our competitors in the enterprise campus space as well.”

Brocade has a number of key partners in Canada, such as Metafore, Teramach Technologies and Scalar Decisions, and Kritzer said they’re looking to broaden their campus LAN portfolio.

Follow Jeff Jedras on Twitter: @JeffJedrasCDN.