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Violin Memory overhauls global partner program, go-to-market strategy

This week, Violin Memory showcased a revamped global partner program; RSA launched a delivery services training program; and more.

Flash storage vendor Violin Memory has redesigned its global partner program and partner portal, following the Feb. 17 release of the Violin Flash Storage Platform.

The program marks Violin Memory's new channel-based go-to-market strategy, according to Jeff Nollette, Violin's vice president of worldwide channels.

"We've always been a tier zero, niche storage player, and with the new flash storage platform product line, we are a now a primary storage player," he said. "We're coming from a market where the TAM [total addressable market] is roughly $5 billion and moving into a market where the TAM is roughly $15 billion."

"We're getting very serious about the channel program now, because [the channel] is, frankly, our new go-to-market strategy," Nollette said. Violin Memory expects the channel to be the new account engine for the company, he said, adding that Violin projects the channel will represent up to 50% of the company's revenue in 2015. Violin's sales reps, he said, "must have an extraordinarily good justification to bring any new accounts direct."

'We're getting very serious about the channel program now, because [the channel] is, frankly, our new go-to-market strategy.'
Jeff Nollettevice president of worldwide channels, Violin Memory

The Global Partner Program has three tiers: Silver, Gold and Platinum. Benefits of the Silver tier include access to the reseller portal, deal registration, free training, margin incentives, and sales and technical accreditations. In addition to these benefits, Gold partners can take advantage of Violin's demand and lead generation programs, marketing development fund opportunities, and support from channel account managers and virtual district manager engagement. Platinum partners have access to special incentives and sales contests, preferred lead distribution, an early access program for a preview of new Violin Memory technology and more.

Violin has increased margin on deal registration, offering "16% to 20% margin targets for partners" for products. Violin also recently introduced a 5% new account back-end rebate.

RSA introduces SecurWorld Delivery Services Program

Security player RSA has launched the SecurWorld Delivery Services Program, a new training program for partners. Partners can achieve RSA Certified Delivery Services Partner status for RSA products by completing a series of advanced technical trainings, delivery methodologies and mentoring engagements. The first product available through the program is RSA Identity Management and Governance (called RSA Aveska previously). The company will introduce RSA Security Analytics and RSA Archer GRC training and certifications later this year.

The program offers several models for service delivery, including Channel Partner-Delivered Services, in which partners own the customer services engagement; Co-delivered Services, in which partners own the customer relationship up to the point of delivery; and RSA Delivered Services, in which partners own all customer relationships and on-site activities while using RSA to provide resources for remote services.

Vorex releases Winter 2015 update

Vorex, a provider of online project management and professional services automation for SMBs and IT service providers, has unveiled the "Vorex Winter 2015" release of its cloud-based platform. Features of the updated platform include integrations with QuickBooks and Outlook Calendar, enhanced native CRM features, employee HR profiles, and a redesigned project management dashboard.

Distribution deals

This week saw several new distribution agreements in the channel.

Through a new agreement with cloud service provider Cirrity, distributor WestconGroup has expanded its Comstor business practice and will now provide North American resellers with access to Cirrity's suite of white-labeled cloud-based offerings to be sold exclusively through the channel. Cirrity's core offerings, which are powered by VMware and built on Cisco's data center technology, include cloud servers, disaster recovery, backup as a service and desktop as a service.

Novus LLC, a distributor of telecommunications and IP equipment, has partnered with Numonix and will resell its Recite software product. Recite is a call recording and quality management system and is qualified for Microsoft Lync 2013. The software also supports Avaya, Broadsoft, Cisco, SIP and additional IP and TDM products.

ScanSource Communications, a distributor of communications products and a sales unit of ScanSource Inc., is now providing ShoreTel Sky, a cloud-based unified communications technology. ScanSource Communications offers both on-premises and cloud-based ShoreTel products to resellers, enabling resellers to help their customers move into a hybrid environment. ScanSource Communications and ShoreTel will manage carriers, infrastructure, maintenance, support, applications and services.

Cirius Messaging Inc. has signed an agreement with distributor Ingram Micro, making the company's cloud-based secure messaging product available through the Ingram Micro Cloud Marketplace. Channel partners in the U.S. and Canada can now offer the product.

Next Steps

Also this week, Ingram Micro rolled out several cloud-related enhancements

F5 Networks highlighted the benefits of the Guardian Fast Start program

Global partner program unveiled for Nimble Adaptive Flash

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