Red Hat EMEA PARTNER MANUAL. Version 3

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1 Red Hat EMEA PARTNER MANUAL Version 3

2 Content Welcome Red Hat Partnership: What is in it for me? 01 Opportunity Open Source - Why should I care? 04 Red Hat is best? Prove it. 07 What is the business model? 08 Products What are Red Hat s core solutions? 12 What are my basic benefits? 15 Are there different partnership levels? 16 Benefits How will you help me sell? 20 What marketing support do I get? 22 How do we develop our skills? 24 What other support do I get? 26 Development I want more - what is next? 30 The new Partner Program. More skills. More solutions. 32 How do I get there? 34 Resources How do I get help from Red Hat? 38 When should I contact the Partner Help Desk? 40 What does the online Partner Center do for me? 42 Requirements What do I need to do next? 46 How do I become the best? 49 Can you give me a summary? 50 FAQs What did I forget to ask? 54 Red Hat partnership WHAT IS IN IT FOR ME? The software market is going open source. You know it. We know it. The industry knows it. The only questions are: How fast? and Who will win? As a Red Hat partner, the answers to both these questions are in your hands: The demand for open source solutions is already there. We have the products and the support tools to help you meet it. You have the customers, the skills and the experience to succeed. Above all, it is a partnership based on ensuring commitment to active participation, competence in advising customers, and contribution to revenue and reference generation. The result: rapid growth that means we both win. The open source revolution is already in full swing. Make the most of your chance to profit from it, with Red Hat. For Red Hat, the partner ecosystem is key - that is why we are listening to you and looking for innovative approaches to provide a first class partner program. Start working with us now, and let s win together. RED HAT CLOUDFORMS OPENSHIFT BY RED HAT RED HAT OPENSTACK RED HAT ENTERPRISE LINUX RED HAT ENTERPRISE VIRTUALIZATION Petra Heinrich RED HAT JBOSS MIDDLEWARE RED HAT STORAGE Vice President Partner & Alliances EMEA 2013 Red Hat, Inc. All rights reserved. Red Hat, Red Hat Linux, the Red Hat Shadowman logo, and the products listed are trademarks or registered trademarks of Red Hat, Inc. in the US and other countries. Linux is a registered trademark of Linus Torvalds. 1

3 OPPORTUNITY Opportunity

4 Opportunity OPEN SOURCE Why should i care? Established technology. Increasing demand. Profitable growth. Open source is Established Growing Cost-effective Secure Flexible Everyone in IT is talking about open source but it is not new any more and it is not a fad. It is tried and tested mainstream technology in the enterprise environment. Before too long, all software will be built this way. In the meantime, it s still a high-growth opportunity. Open source technologies are mature and proven in the enterprise. More enterprises are looking to expand their use of open source. Low cost of entry across hardware, administration and software. Thanks to openness of code and faster threat response. No vendor lock-in, easy to integrate. For Solution Providers, Integrators and Developers like you, this makes for a profitable opportunity to generate revenue right now, and for a long time to come. 4 5

5 Opportunity RED Hat is best? Prove it. We can give you 6 reasons (at least!) Customers trust us More than any other open source provider. You get the right products and business model With the leading Linux and open source technology, sold via subscription. This means value for customers and recurring revenue opportunities for you. We are open and engaged Our processes, knowledge and ideas are open to all. Our experts are involved in open source outside of Red Hat. The technology works Outstanding audited performance, security, scalability and availability. That is proven across enterprise classes and industries. We are always available For you and your customers with expert support, training and consultancy. We want to work with you and them Collaboration is at the heart of everything we do, with our partners and the big names you know, such as such as HP, IBM and others. 6 7

6 Opportunity What is the business model? Subscription and renewals Business requirements and the technology that supports them are evolving quicker than ever. That is why a subscription model makes so much sense for everyone. Organizations get updates more regularly and without additional cost, so satisfaction is high. It is what we call low cost, high value computing. And as a partner, you get recurring business opportunities and closer relationships with your customers. Subscription - the easy sale A subscription is an easy sale to customers when compared with expensive and inflexible proprietary solutions. It gives them low, predictable costs plus seamless support, updates and maintenance. As well as subscription renewals that give you a long-term, recurring revenue stream. Renew and repeat The renewal process keeps you in touch with your customers and also gives you a great opportunity to cross- and up-sell as their requirements change. We are here to help you make the most of the opportunity. Red Hat s Renewals Program provides two layers of support to our EMEA partners, to help with managing subscription renewals. A dedicated renewals team, to provide you with information, advice and assistance. An easy to use web portal, allowing you to see your current renewal opportunities and manage them quickly and easily. Accessible for Red Hat Advanced and Premier Partners only. Visit the portal now at redhat.connectpartnerportal.com 8 9

7 PRODUCTS Products

8 WHAT ARE RED HAT S CORE SOLUTIONS? Products RED HAT ENTERPRISE LINUX ENTERPRISE VIRTUALIZATION STORAGE - MIDDLEWARE CLOUD COMPUTING Red Hat Enterprise Linux - More reliable. More open. More comprehensive. Red Hat Enterprise Linux sets new standards for open source software in flexibility, efficiency and control. It works across a broad range of hardware architectures, hypervisors and clouds. It gives your customers the freedom to focus on growing their business, knowing they have a technology platform. Red Hat Enterprise Virtualization One platform for virtual servers and desktops. Red Hat Enterprise Virtualization provides leading performance and scalability for enterprise applications. That s because it s built on Red Hat Enterprise Linux, a platform that is trusted by thousands of organizations running millions of systems around the world. Your customers can have complete confidence in it. Red Hat JBoss Middleware More value and choice on-premise or in the cloud. With Red Hat JBoss Middleware you can do more. For much less. Cost-effectively develop, deploy and manage applications. Update business processes faster, integrate more services and data either on-premise or in the cloud. Red Hat Cloud Computing Real clouds. Today. Red Hat delivers the infrastructure needed for reliable, agile and cost-effective cloud computing. Red Hat s open source approach ensures maximum interoperability, so customers can build clouds from the components they already have. No rip and replace requirement means an easier sale for you too. Red Hat Storage Server Smarter Enterprise storage. Red Hat Storage Server helps you to manage the the explosion of big, semi-structured and unstructured data growth within your customer environments. While maintaining the storage performance, capacity and availability your customer needs to meet their most demanding enterprise storage requirements. Learn more

9 WHAT ARE MY BASIC BENEFITS? Products RESOURCES TO HELP YOU SUCCEED WITH US Red Hat products and solutions power the growth of your business by enabling you to solve your customers technology and business challenges. And we will support you every step of the way. Key benefits * for Red Hat Partners: Marketing and Sales Access to Red Hat product and solution materials as well as the Red Hat Sales/Marketing Team to support the sales of your own Red Hat-based offerings. Partner Center Your one-stop online information resource and management tool for all aspects of your partnership with Red Hat. Visibility on the Red Hat Website Your listing within the Red Hat Partner Locator on our website will help prospective customers find you easily. Training and Education Participation in Red Hat s highly respected free and paid-for training courses, onsite or online. You may also be eligible for exclusive partner discounts on paid-for training. Joint Lead Generation Activities To work with us, using MDF, joint campaigns and events, is one of the most effective ways for you to win new customers. * = Access to certain benefits depends on the partnership level

10 ARE THERE DIFFERENT PARTNERSHIP LEVELS? Products YES! WORK WITH US YOUR WAY. The Red Hat Partner Program has three levels. It s a simple structure that still gives you the flexibility to work with us in the way that makes most sense for your business. It also gives you the opportunity to access additional benefits in return for increasing your Red Hat skills and commitment to selling our products and solutions. Red Hat Advanced and Premier Business Partners will must specialize in one of three core areas - Red Hat Data Center Infrastructure, Red Hat Enterprise Middleware Solutions or Red Hat Cloud Infrastructure. Red Hat Ready Partner Entry level into the Partner Program or for partners with an opportunity-driven Red Hat business. Red Hat Advanced Partner Qualified partners with Red Hat certified expertise and a track record of completing successful Red Hat projects. Red Hat Premier Partners Expert business partners with a significant focus on Red Hat related projects. Red Hat Premier Partners are highly qualified and committed to working closely with Red Hat on business opportunities. They lead with top level services and customer satisfaction. Doing so will make your particular expertise more visible to your prospects and customers. It also gives you access to additional product/solution specific benefits such as technical support and discounts, depending on your specialization and partner level

11 BENEFITS Benefits

12 Red Hat Partner Sales Benefits HOW WILL YOU Ready Renewals annuity business Annual subscriptions provide recurring revenue and up/cross-selling opportunities Advanced Red Hat Partner demo system Demo effectively with pre-configured demos Premier Red Hat Partner demo system Demo effectively with pre-configured demos HELP ME SELL? Access to Red Hat Sales Teams Work directly with us to close deals Lead Distribution Proactive lead distribution Access to Red Hat Sales Teams Work directly with us to close deals Lead Distribution (preferred) Proactive lead distribution Benefits THROUGH CLOSE COLLABORATION AND SALES SUPPORT Red Hat works with you to help generate leads and close deals. Learn more Demand-generation Campaign Participation Eligibility Access to Red Hat campaigns Red Hat Deal Registration Program Register your deals and receive higher discounts for selling Red Hat Special Bid Request Special pricing to help close large deals Access to Transactional Discounts Program for customers Tiered discount model based on transaction size Business Development Fund Eligibility For selected sales activities Demand-generation Campaign Participation Eligibility Access to Red Hat campaigns Partner Manager Personalized account management to maximize your success Red Hat Deal Registration Program Register your deals and receive higher discounts for selling Red Hat Special Bid Request Special pricing to help close large deals Access to Transactional Discounts Program for customers Tiered discount model based on transaction size Business Development Fund Eligibility For selected sales activities 20 21

13 Red Hat Partner Marketing Benefits WHAT MARKETING Ready Free Demo Subscriptions Not For Resale For training, testing and customer demos Campaign Template Guidelines Customizable demand generation materials Advanced Free Demo Subscriptions Not For Resale For training, testing and customer demos Campaign Template Guidelines Customizable demand generation materials Premier Free Demo Subscriptions Not For Resale For training, testing and customer demos Campaign Template Guidelines Customizable demand generation materials Benefits SUPPORT Partner Program Logo Usage Partner level-specific logos for customer communication pieces Red Hat Website Listing Online promotion in the Red Hat Partner Locator Partner Program Logo Usage Partner level-specific logos for customer communication pieces Red Hat Website Listing Online promotion in the Red Hat Partner Locator Partner Program Logo Usage Partner level-specific logos for customer communication pieces Red Hat Website Listing Online promotion in the Red Hat Partner Locator Partner Program Certificate For onsite promotion of partner status Partner Program Certificate For onsite promotion of partner status DO I GET? Market Development Funds eligibility per Annual Business Plan Marketing funds provided based on alignment with Red Hat strategy LOGOS, COLLATERAL AND MUCH, MUCH MORE. You will have access to a comprehensive range of tools and assets that help you differentiate your offering

14 Red Hat Partner Training Benefits HOW DO Ready Sales and Technical Partner Seminars Seminars held at Red Hat or partner premises Advanced Sales and Technical Partner Seminars Seminars held at Red Hat or partner premises Premier Sales and Technical Partner Seminars Seminars held at Red Hat or partner premises WE DEVELOP Web-based Product Training Regular online product-specific webinars Online Sales Training Web-based sales training modules Web-based Product Training Regular product-specific webinars Online Sales Training Web-based sales training modules Web-based Product Training Regular product-specific webinars Online Sales Training Web-based sales training modules Benefits OUR SKILLS? Technical Training Discount (25%) Partner level-specific discounts for Red Hat Training classes Online Technical Training Web-based technical training modules for all required accreditations Technical Training Discount (30%) Partner level-specific discounts for Red Hat Training classes Online Technical Training Web-based technical training modules for all required accreditations SEMINARS, WEBINARS AND TRAININGS Whatever your partner level, we have all the tools and resources you need to maximize your organization s expertise in Red Hat solutions

15 Red Hat Partner Technical Support Benefits WHAT OTHER Ready Knowledgebase Access Comprehensive online technical resources Advanced Knowledgebase Access Comprehensive online technical resources Premier Knowledgebase Access Comprehensive online technical resources SUPPORT Technical Library Up-to-date technical content on Partner Center Technical Library Up-to-date technical content on Partner Center Discount on Red Hat Professional Services (10%) Partner level-dependent discount Technical Library Up-to-date technical content on Partner Center Discount on Red Hat Professional Services (10%) Partner level-dependent discount Benefits DO I GET? Developer Support For middleware partners Technical Pre-sales Support (web-based) Online pre-sales support with 48-hour response time Developer Support For middleware partners Technical Pre-sales Support (web-based) Online pre-sales support with 48-hour response time KNOWLEDGE AND ENGAGEMENT Technical support benefits help you sell and market Red Hat solutions as effectively as possible. For more information Onsite Pre-sales Engagements Support from Red Hat pre-sales teams for high profile projects Co-engagement with Red Hat Consulting * Support from Red Hat specialists on complex projects Onsite Pre-sales Engagements Support from Red Hat pre-sales teams for high profile projects Co-engagement with Red Hat Consulting * (preferred) Support from Red Hat specialists on complex projects * = based on participation rules 26 27

16 DEVELOPMENT Development

17 I WANT MORE WHAT IS NEXT? TRAINING, CERTIFICATION AND SPECIALIZATION As a Red Hat Partner, you can earn and learn at the same time. There are lots of collateral pieces, tools and software to help you along the way. But with a little effort, there s even more value available. By completing Red Hat Training and Certification, you can achieve one of the following: Ready Partner Level Once you ve started doing business with us, staff training and certification is an important step in growing successfully with Red Hat and moving up to the Advanced Partner Level. Advanced Partner Level With trained staff, you ll have access to enhanced benefits and additional business-building resources. Premier Partner Level Build a strategic relationship with Red Hat. Closer involvement also means higher visibility for your business. As a Red Hat Advanced or Premier Partner, you can specialize in Data Center Infrastructure Enterprise Middleware Solutions or Cloud Infrastructure Each specialization gives you access to additional tools and an exclusive logo that highlights your skills and differentiates your business. Free online courses are available via the Partner Center for Advanced and Premier Partners for all specializations. Development 30 31

18 The new Partner Program. More Skills. More Solutions. Red Hat Partner Specializations Data Center Infrastructure Enterprise Middleware Solutions Cloud Infrastructure DEVELOPMENT There are three Red Hat Partner Specialization tracks that will reflect your core business activity. Each track requires a base skill in order to upgrade to the Advanced Partner level. For the Premier Partner level additional skills are required. Base/Entry Skills Optional, additional skills Platform Platform Migration Virtualization Application Development Middleware Migration Middleware Integration Services Cloud Management Infrastructure as a Service Platform as a Service Storage Business Process Automation 32 33

19 HOW DO I GET There? Red Hat Partner Specialization A Specialization track consists of various skills. A Specialization can be granted upon the completion of the requirements of the base skill. Each skill consists of role based accreditations. Three roles will have to be achieved for a full approval of a skill. The three roles that comprise a skill are: Development Red Hat Sales Specialist Red Hat Sales Engineer Specialist Red Hat Delivery Specialist An individual may hold more than one accreditation. The training modules for all accreditations are available online for Red Hat Partners. For more information on whether additional certification requirements may apply, please consult the Partner Program website at

20 RESOURCES Resources

21 HOW DO I GET HELP FROM RED HAT? USE OUR PARTNER HELP DESK! We re proud of the close and constructive relationship that we have with our partners. They are central to our mutual success and improvement of Red Hat s offerings. That s why we do all we can to support you in marketing, selling and deploying Red Hat solutions successfully. There are two main channels for access to Red Hat support and resources: The Red Hat Partner Help Desk Just call us with your questions, feedback and suggestions. We speak English, German, French, Italian, Spanish, Russian and Polish. The Red Hat Partner Center This is your constantly updated online source for Red Hat News, Information, Events, Training, Sales and Marketing tools. It is available for you at Red Hat EMEA Partner Help Desk Telephone (English, German, French, Italian, Spanish, Russian and Polish) So, if there s one thing you can be sure of, it is this: As a Red Hat Partner, you are never on your own. Resources 38 39

22 When should I contact the Partner Help Desk? WHENEVER YOU NEED TO! The Red Hat Partner Help Desk service is available to answer your and telephone queries in seven European languages. The typical reasons for contacting us include: Questions about the Partner Program Whatever it is you re not sure about, just call us to talk it through. Questions about the Products From the Red Hat and JBoss product portfolio, to our Virtualization, Storage and Cloud technologies, even our Consulting and Education Services ask us anything and we ll get you the answer. Advice on Sales Want to know more about our Demand Generation Programs, how you can sell more, or what to offer a particular customer? Call us. Partnering Opportunities If you re interested in working more closely with Red Hat, call the Partner Help Desk to learn more about collaboration opportunities. Feedback and Suggestions Whether you re delighted or disappointed, we want to hear about it. Calling the Partner Help Desk is the best way to make sure you get heard. Technical Pre-sales Support Need technical assistance within the sales process? The Partner Help Desk can put you in touch with our Pre-sales Specialist team. ResourCes The Red Hat Partner Help Desk exists to give you the information you need, whenever you need it. Our experts are ready and waiting to talk to you

23 WHAT DOES THE ONLINE PARTNER CENTER DO FOR ME? IT PUTS YOU IN CONTROL. As a Red Hat Partner, you automatically get access to the Red Hat Partner Center, our online content repository and Partnership Management tool. Using the Red Hat Partner Center is the best way to tailor your participation in the Red Hat Partner Program to suit your needs. Learn more Partner Center Area Home Sales Marketing Training News & Events Partner Toolbox Tech Support Our Content News Summary, Key Documents and Account Management options. White Papers, Price Lists, Sales Guides, Presentations for customers, Success Stories and Sales resources. Product Information, Presentations and Collateral around current Campaigns and Promotions. Technical and Sales online training for all Specializations required in the Red Hat Partner Program. Latest Announcements and Events, plus Newsletter and Webinar sign-up. NFR subscriptions, Reference Nominations, Partner Certifications and a Partner Community area for your ideas. Access to Manuals, Product Support Documents, Knowledge Archives, Download Area and the Technical Partner Help Desk. Resources Your Benefit Fast access to all the latest Red Hat information and resources; easy management of your company profile. Close Sales easily with essential collateral. Ready-to-use tools and co-branded material to increase awareness and support your lead generation. Get your Sales and Technical team trained and accredited whenever they are available. Save money and time. Stay informed to take advantage of new opportunities. Easy access to tools for managing your Certifications, Reference Customers and Partner Level. Support your customers and ensure solution quality with comprehensive technical information. Get the latest Red Hat Enterprise Software. The Red Hat Partner Center puts you in control of your relationship with us. It also provides the information, resources and tools you need to maximize your Red Hat open source revenue opportunities. The Benefits section of this manual contains additional information on what s available

24 REQUIREMENTS Requirements

25 WHAT DO I NEED TO DO NEXT? IT S UP TO YOU! You ve already fulfilled the basic requirements for Red Hat Ready Partner status. You can start selling Red Hat solutions right now if you want. But to really make the most of the Red Hat Partner Program, and to maximize your revenue opportunities, you should consider: By achieving a specialization in Red Hat Data Center Infrastructure, Red Hat Enterprise Middleware Solutions or Red Hat Cloud Infrastructure you can become an Advanced Business Partner to access additional benefits and resources that help you grow your open source business. Finally, you can become a Premier Business Partner by building a strategic relationship with us and achieving the highest level of partner visibility. Red Hat supports the entire partner ecosystem including Solution Providers, Corporate Resellers, Independent Software Vendors (ISVs), Systems Integrators (SIs), Training and Hosting companies. Red Hat has a broad ecosystem of Independent Software Vendor (ISV) partners with thousands of applications that are enabled to run on Red Hat Enterprise Virtualization through our certify once, deploy anywhere partner pledge. This ecosystem enables our customers to benefit from new technologies and cost savings driven by open source virtualization. Visit the Red Hat Partner Program homepage to identify the right program track for you: Requirements 46 47

26 HOW DO I BECOME THE BEST? BY GIVING US 5! To make the most of your partnership with Red Hat, you need to give us your best in 5 key areas. Rest assured, we ll be there to help, every step of the way. Technical Expertise Train and certify your engineers and architects with Red Hat Training to build and maintain expertise. Sales Skills Maximize the credibility of your sales staff via Red Hat Sales Training and Events. Customer Focus Show your customers how Red Hat s open source solutions meet their needs with reliability, performance and cost-effectiveness. Proof of Competence Promote your partner status and expertise to work with us to produce case studies. Active Commitment Define revenue targets in a business plan and forecast, participate in joint marketing campaigns and secure a Specialization. Requirements 48 49

27 * = One individual can hold multiple accreditations. CAN YOU GIVE ME A SUMMARY? YES WE CAN! The table opposite is a quick guide to the requirements for each partner level. You can find a more detailed version online at Ready Specialization N/A Fee No Red Hat Sales Specialists* 1 Red Hat Sales Engineer Specialists* 0 Red Hat Delivery Specialists* 0 Business Plan with revenue targets No Sales Forecast No Success Stories No Advanced Specialization Choose at least one out of: Data Center Infrastructure, Enterprise Middleware Solutions, Cloud Infrastructure Fee Yes Red Hat Sales Specialists* 2 Red Hat Sales Engineer Specialists* 2 Red Hat Delivery Specialists* 2 Business Plan with revenue targets Optional Sales Forecast No Success Stories 1 Premier Specialization Choose at least one out of: Data Center Infrastructure, Enterprise Middleware Solutions, Cloud Infrastructure Fee Yes Red Hat Sales Specialists* 4 Red Hat Sales Engineer Specialists* 4 Red Hat Delivery Specialists* 4 Business Plan with revenue targets Annual Sales Forecast Quarterly Success Stories 2 Requirements Please note; additional certifications may be required at the Advanced and Premier Partner Level. Please see the Red Hat Partner Program Guide for more information

28 FAQS FAQS

29 WHAT DID I FORGET TO ASK? PERHAPS SOME OF THE FREQUENTLY ASKED QUESTIONS If your questions are not among those listed, we are happy to answer your specific questions through the Partner Help Desk anytime. How do I request evaluations for end-customer projects? Send an to with a project description and details including Company Name, Contact Person, Address, RHN Login and evaluation duration. How do I find Red Hat Partner Logos? Please send an to Visit the Red Hat Partner Center to download logo usage guidelines. Please contact Customer Service to resolve any entitlement problems. How do I request a Not For Resale (NFR) subscription? The NFR process is automatic. Once you have completed your Partner Profile and agreed to the Red Hat Partner Acceptance Document online, you will have access to the NFR subscription within 7 working days. How do I download NFRS? Visit and log in to the Red Hat Network using the details provided below: Click on the Downloads tab in the black bar at the top of the page. You will see all available products on this page. Choose the appropriate product offering and then click the blue Download Software button. Now you will see a list of available products and architectures. Select those you require. How do I renew my NFR subscriptions? The NFR renewal process is not automatic. If you discover your NFR has expired, please send an to and provide the following information: Subject: Renew NFR Company Name RHN Login ID Where can I find the latest pricing information? You can find the latest EMEA Channel Price Book at the online Red Hat Partner Center. How can I access previous versions of Red Hat Enterprise Linux products? A Red Hat Enterprise Linux subscription provides you with access to all current and previous versions. The ISO download images for all current and previous versions can be found in the Downloads section of Red Hat Network. Where do I find the list of official Red Hat Distributors in my region? The complete list can be found online at How do I get access to supported marketing funds? Please contact your local Distributor for all questions about Marketing Development Funds. FAQS 54 55

30 Red Hat is the world s leading provider of open source solutions, using a community-powered approach to provide reliable and high-performance Cloud, Virtualization, Storage, Linux and Middleware Technologies. Red Hat also offers award-winning Support, Training, and Consulting Services. As the connection point between a global network of Enterprises, Partners, and open source Communities, Red Hat enables the creation of relevant, innovative technologies that liberate resources for growth and prepare customers for the future of IT. RED HAT CLOUDFORMS OPENSHIFT BY RED HAT RED HAT OPENSTACK RED HAT ENTERPRISE LINUX RED HAT ENTERPRISE VIRTUALIZATION RED HAT JBOSS MIDDLEWARE RED HAT STORAGE Red Hat, Inc. All rights reserved. Red Hat, Red Hat Linux, the Red Hat Shadowman logo, and the products listed are trademarks or registered trademarks of Red Hat, Inc. in the US and other countries. Linux is a registered trademark of Linus Torvalds.

31 EMEA Partner Marketing 2013

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