EMC Business partner program
Table of Contents.................. 3 Welcome Message Purpose of Guide Market Dynamics Why EMC?...................... 37............. 6................ 23 HOW TO ENGAGE WITH EMC & OTHER S What is the EMC Business Partner Program? OVERVIEW OF CO-OP & MDF Why Choose the EMC Business Partner Program? ONBOARDING Program Structure Benefits of the EMC Business Partner Program.................... 35 BRANDING WITH THE EMC PROGRAM EXPLORE OUR FEDERATION PROGRAMS EMC ACRONYMS Partner Portal...... 12 EMC.com Global Partner Summit s and Services 2
Key topics > Welcome Message > Purpose of Guide > Market Dynamics > Why EMC? 3
Welcome Message Purpose of Guide Market Dynamics Why EMC? Welcome Message We are very excited to extend the power and brand strength of EMC to business partners via our Program. We designed this program to be comprehensive, and relevant for all types of business partners. Our Business Partner Program provides everything a partner needs to be successful in the IT marketplace access to industry leading products, solutions, and services; tools to help partners build their own brand and grow in the marketplace; and significant benefits to reward partners for their skills and expertise. We are very proud of this program, and honored to welcome you to this detailed overview. Whether you re an existing business partner who s looking to learn more about your existing requirements and benefits, or a new business partner looking for an industryleading program, you ll find everything you need in the Program. Fred Kohout, Vice President EMC Global Partner Marketing 4
Welcome Message Purpose of Guide Market Dynamics Why EMC? Purpose of Guide This guide is for both existing business partners, and businesses interested in learning more about and joining the Program. This industry-leading program is specifically designed to provide everything a business partner needs to be successful in the ever-changing technology industry today and into the future. Market Dynamics In the always changing IT landscape, business partners need flexibility and choice to enable them to provide the most current and relevant technology solutions to meet the business needs of their customers today and in the future. And they need a program that is simple, predictable, and profitable so they can get true value from the partnership. Why EMC? EMC is a global leader in IT storage and technology-as-a-service, using innovative products and services to accelerate the journey to cloud computing, and help IT departments manage, store, protect, and analyze their most valuable asset information in a more agile, trusted and cost-efficient way. For existing partners, this guide provides an overview of the requirements and benefits of the program. For potential partners, this guide provides an outline of what we expect from our business partners and the benefits we will deliver to them as members of the program. 5
Key topics > What is the EMC Business Partner Program? > Why Choose the EMC Business Partner Program? > Program Structure > Benefits of the EMC Business Partner Program 6
What is the EMC Business Partner Program? Why Choose the EMC Business Partner Program Program Structure Benefits of the EMC Business Partner Program What is the EMC Business Partner Program? The Program is the umbrella program for all EMC business partners. The program was formally launched in January 2015. It represents the evolution of EMC s partnerships to better meet the needs of our business partners today while positioning them for the future, with simplicity, predictability, and profitability throughout. The program ensures business partners have access to bestin-class products and solutions. EMC business partners get flexibility and choice, support for next-generation IT, and links to independent companies affiliated with EMC. With common program structure, practices, and operations across all EMC business, the program is designed to be simple to use and understand, and to provide business partners with predictable and profitable results. 7
What is the EMC Business Partner Program? Why Choose the EMC Business Partner Program Program Structure Benefits of the EMC Business Partner Program Why Choose the EMC Business Partner Program? When you choose to partner with EMC, you get the power of a leading global IT brand behind your business, and the expertise of over 60,000 dedicated employees worldwide. The Business Partner Program was designed to make it easy for technology companies to work with EMC. Partnership with EMC drives growth and profits for businesses by enabling them to provide world-class solutions that meet their clients needs and help them adapt to and succeed in the rapidly changing IT environment. 8
What is the EMC Business Partner Program? Why Choose the EMC Business Partner Program Program Structure Benefits of the EMC Business Partner Program Program Structure To make the program simple to participate in, the Program uses a common structure for all types of business partners. Partners fit into the program tracks based on their business model, and they fit into program tiers based on their level of investment in EMC and the return on that investment. Benefits accrue to business partners based on their track and tier level. The program is designed so that partners understand what EMC expects from its business partners and what benefits EMC provides. A single, central partner portal provides all business partners with access to the information and resources necessary to be successful in the program. Tracks Business partners belong to different tracks within the EMC Business Partner Program, based on their business model, and products and services offered. Business partners in each track must meet certain requirements to participate in the program; some partners may qualify to participate in more than one track. Provider (VAR) Direct Market Resellers (DMR) Providers (CSP) Global Alliance (GA) Enterprise Content Division (ECD) RSA SecurWorld (RSA) Original Equipment Manufacturers (OEM) Tiers Business partners belong to tiers within tracks, based on the amount of investment they make in EMC via training, certification, and sales of EMC products and services, as well as the return on that investment. Business partners receive benefits based on track and tier level. Each business model track has three tiers Silver, Gold, and Platinum, as well as a track for Authorized Business Partners. Partners can change tiers by increasing their level of investment in the program. Links to Federation Businesses that partner with EMC have a unique benefit access to products, services, and solutions from companies affiliated with EMC. These companies are independent but operate closely with EMC to create solutions by combining their products and services with EMC products and services to better benefit EMC business partners. VMware, VCE, Pivotal, and RSA are federated companies that maintain their own partner programs, closely affiliated with the Program. This alignment enables partners to earn accelerated benefits, obtain training credits, and fully leverage cross-federation technology and solutions to benefit their customers. 9
What is the EMC Business Partner Program? Why Choose the EMC Business Partner Program Program Structure Benefits of the EMC Business Partner Program Benefits of the Program Belonging to Multiple Tracks EMC business partners have unique go-to-market strategies and business mixes. We support the entire business by enabling our partners to participate in more than one partner track and providing flexibility within our tracks. By including a partner s entire business under one umbrella, they receive the benefits of greater profit potential and flexibility to grow the business. Federation Benefits EMC business partners have access to solutions from across the EMC Federation EMC, VMware, VCE, Pivotal and RSA. In some situations, partners have the option to work with EMC and federated companies to develop solutions. Business partners can leverage training and certification in federated businesses towards requirements for EMC business partner tracks. Cross- Businesses that participate in the Business Partner Program in different tracks can leverage requirements, such as revenue thresholds and certifications, between the tracks. These partners are also eligible to use benefits from one track to support business activities in another track. Brand The Program puts the brand strength and trusted reputation of EMC behind every business partner. Partners can use the Program logo in marketing materials, subject to compliance with brand guidelines. Access logos and brand guidelines on the Brand & Design Guidelines portal. These benefits include: Training for all tracks with the Business Partner Academy Marketing Academy training and accreditation across tracks Cross-track use of funds to support business development Business Partner Academy EMC business partners have access to the Business Partner Academy, a single location for onboarding information, training materials and certification requirements, productivity tools, and other resources tailored to each partner track and tier. 10
What is the EMC Business Partner Program? Why Choose the EMC Business Partner Program Program Structure Benefits of the EMC Business Partner Program Marketing Tools and There are several marketing tools and resources available to help partners build their business and drive growth for their business and EMC s products. Marketing Funds Most EMC business partner tracks provide access to marketing funds for partners to identify and take advantage of marketing opportunities. Eligible business partners earn co-op funds based on their sales of EMC products and services and may have access to marketing development funds that require pre-approval. Training EMC s Marketing Academy provides free on-demand e-learning courses on key IT industry marketing topics such as social media, demand generation, and data-driven marketing. Partners can earn marketing accreditation, which is required for some tiers in the Business Partner Program. Tools and resources Partners have access to marketing tools and useful resources such as customizable campaigns, marketing concierge services, a free self-service execution platform, co-branded marketing collateral, social media content, and more. Partner Marketing Center EMC s Partner Marketing Center provides information, resources, and support to help partners revolutionize and redefine their marketing to enable the business to thrive and grow. 11
Key topics > > > > s and Services 12
s and Services Provider The Program for Providers supports your business growth in the current market space and enables you to explore new markets. The program provides you with products and solutions that drive deeper and richer engagement with your customers while preparing you to meet your customers future needs. Business partners meet specific requirements for each tier (Silver, Gold, or Platinum) with eligibility for increased revenue at each level. Our requirements ensure that you have the knowledge and training to design and sell EMC solutions and services to differentiate your offerings in the marketplace. Our benefits ensure you receive rewards with the flexibility to choose where you want to invest your time and resources to build your business. Value of Partners to EMC, Partner Value to Customer EMC s Business Partners drive a large percentage of sell through and influence revenue for the company. With the focus on providing best-in-class EMC products and solutions to meet your customers needs and to differentiate your offerings in the marketplace, this program puts our business partners at the leading edge of emerging technologies. Partners must meet specific revenue and technology foundation requirements for each tier. The Program for Providers is a highly flexible track that supports your business with training, resources, and benefits to help you position yourself as an industry expert who is able to solve your customers technology challenges. 13
s and Services Silver: Partners with foundational knowledge to sell and market EMC products and services. Gold: Partners with advanced knowledge to sell and market EMC products and services, specific training in EMC solutions, and the ability to design solutions for end customers. Platinum: Industry leaders with knowledge to sell, market, and develop solutions using EMC products, services, and solutions. Partners who do not achieve the requirements for a tier in the Business Partner Program are Authorized Business Partners. These partners have access to certain benefits as outlined on the Partner Portal. There is also a separate Distribution track. These business partners are charged with recruiting, developing, and enabling thousands of Silver and Authorized Business Partners across the globe. Distributors must meet training and certification requirements for sales, pre-sales, and Track Tiers What They Mean Business partners are assigned to tiers based on achieving certain milestones. These requirements ensure that business partners have the knowledge and training to design and sell EMC products, services and solutions. Providers earn benefits based on partnership tier, and receive benefits commensurate with their investment in the program, with the opportunity for increased profitability as they rise in tier. There are three tiers for Providers: Silver, Gold, and Platinum. Partners must meet specific revenue and technology foundation requirements for each tier. The compliance period for revenue bookings is from January 1 December 31. marketing to qualify for benefits in the program. In some countries, EMC requires post-sales certifications to enable distributors for delivery of implementation services. Progressing to Higher Level Tiers Business partners progress to higher levels by meeting revenue, training, certification, and technology investment goals for each tier. Tier requirements differ based on a partner s region and country. Compliance Business partners must comply with program requirements annually to maintain tier status and have the opportunity to move up in tier status. All requirements, with the exception of revenue, must be achieved by November 30. The compliance period for revenue bookings is from January 1 December 31. There are no tier upgrades outside this once-annual compliance review. The Partner Central Scorecards reflect the official record of achievements toward compliance. 14
s and Services Provider Providers have the flexibility to choose where to invest and receive rewards based on investment level. Benefits increase as tier level increases. Eligible Providers have access to financial incentives, promotions, rebates, EMC demo program, co-op and marketing development funds (MDF), and resources and tools such as EMC Global Financial Services, the Partner Marketing Center and the Business Partner Academy. Overview Matrix Benefits by Tier Benefits Silver Gold Performance rebates based on products sold Tier-based pricing Co-op funds (based on partner earnings) Marketing development fund eligibility Marketing funds available through distribution Cross-track benefits Platinum Financial Benefits Business partners receive financial rewards for their business across all EMC product families. EMC rewards business partners for their investment in EMC training and for the EMC products, solutions, and services partners sell. The more a business partner participates in the program, the more EMC rewards partners with financial benefits. All financial benefits rebates, co-op, and MDF are based on the region or country where the business partner is located, and on program tier: partners in higher level tiers receive greater rewards. For rate details for each type of financial benefit, see the Business Partner Portal. Early access to solutions methodologies Advantage Enterprise Streaming Subscription For more information, see the requirements and benefits document for your region. 15
s and Services Performance Rebates (GAF) All Providers are eligible for performance rebates, paid quarterly based on quarterly and annual product sales goals as determined in your goal attainment form (GAF) discussions with EMC. Many EMC products, software, and services are eligible for performance rebates. See Rebates and Incentives for more details to determine eligibility. Co-op/MDF & Eligibility Gold and Platinum Providers are eligible to receive co-op and marketing development funds (MDF), key financial benefits for this partner track. These programs are joint marketing efforts between a business partner and EMC. In the co-op program, business partners accrue co-op funds to use for promoting their own businesses while also promoting EMC s products and solutions. The MDF program provides certain business partners with funds for marketing activities to accelerate demand generation and build brand awareness. EMC allocates these funds based on pre-approved proposals for marketing activities that can produce a measurable return on investment. Eligibility for the MDF program does not guarantee that EMC will accept a business partner s proposal. Global Financial Services EMC provides eligible partners with financing solutions to enable accelerated business growth. Financing is provided through EMC s Asset Management and Financial s Division, Global Financial Services (GFS) to increase sales revenue and profit margins, accelerate revenue and cash collection, overcome customer cost objections, and maintain the sales pipeline. To quickly and easily calculate trade-ins and generate quotes: EMC Swap and Trade-In Calculator: Calculate credit value for customers interested in swapping out old, non-emc technology OR trading in their existing EMC equipment for the latest EMC solutions. EMC VSPEX Finance Quote Tool: Create a flexible customer finance quote for VSPEX in seconds. For more details on the Global Financial Services please see the Global Financial Services page on the Partner Portal. 16
Cross-Border Deals EMC prefers local-to-local, in-country transactions, but we also understand that partners sometimes identify business opportunities that involve customers outside of their authorized sales territory. To cover these exceptional cases, EMC has a policy to facilitate collaboration with other EMC Business Partners in domestic and international markets, connect Value Added Resellers (VARs) with EMC Distributors around the globe, and provide rewards. This offers advantages to both the originating business partner, who can provide greater flexibility and choice, and the in-country partner, who can gain greater sales opportunities. s and Services Demo Program The demo program is designed to provide eligible Providers as well as Distributors in participating territories with the capability to build a lab to demonstrate EMC equipment to their customers. Eligible partners are able to acquire EMC products at deeply discounted rates across product families for the purposes of customer demonstration and internal training. Partners also have the option to resell purchased demo equipment to their customers. At no additional cost EMC offers a virtual demo lab (vlab) for partners to utilize for customer demonstrations, and a virtual training lab (ESVL) for internal training. A cross-border deal opportunity is when a local EMC Business Partner entity has agreed to deliver product to or perform services in any other country. Such opportunities must be registered by the Channel partner. In return for this, the selling VAR is eligible for credit toward goal attainment, and distributors involved in the deal may also receive credit. Please review the Cross-Border Deal Policy on the Partner Portal for additional rules and specifics of credits and pricing. EMC CHANNEL EDIGEST A bi-weekly e-mail that provides dedicated news for EMC Provider partners. The edigest is a key way to stay up-to-date on partner program, solution, event, and industry news. Subscribe here. For more details on the Demo Program and vlab please see the Demo Program page on the Partner Portal. 17
s and Services Provider Each tier in the Business Partner Program Provider track has its own technical, solutions, marketing, services, and revenue requirements. These requirements are designed to ensure that Providers have the appropriate foundational knowledge and skills to meet their customers needs as they move up the tiers and offer more EMC products and solutions. Each criterion requires a specific number of resources, credentials, and technologies. Partners who do not meet these requirements by the compliance deadline risk moving down in tier status. Silver Gold Platinum Revenue threshold (of EMC products and services sold) EMC Technologies training Converged Infrastructure training Partners who do not meet these requirements by the compliance deadline risk moving down in tier status. s Workshops Technology Architect or Data Center Architect specialist certifications Technology Architect expert certification Data Science certifications Cloud Architect certification Implementation Engineer specialist certification Implementation Engineer expert certification Marketing accreditation1 For more information, see the requirements and benefits document for your region. 1 For direct Silver partners the Basic Marketing accreditation is required for MDF eligibility. 18
s and Services Revenue Revenue for achieving the threshold includes all new EMC hardware, software, and services bookings including prepaid maintenance, Syncplicity, Pivotal, ELAs, VCE (EMC only) and third party products. It excludes ECD, VMware, RSA, EMC Brokerage, maintenance renewals, and time and materials. Certifications The EMC Proven Professional program is a comprehensive program to develop and validate the skills required for business partners to plan, deploy, and manage their technology infrastructure. Certifications are required for deployment in specific technologies. Individuals in the partner organization must achieve certifications in a minimum number of products to qualify for each tier. The current and immediate previous versions of a certification count towards compliance for the EMC Business Partner Program. Architect Business partners who learn and validate their technology expertise and solution design skills achieve Architect certification. The s Design curriculum enables partners to gather, analyze, design, and propose a solution that fully leverages EMC solutions. Training EMC provides training for all Providers through the Business Partner Academy. Training requirements for individuals in each business partner organization differ by tier partners must complete training in a minimum number of products to qualify for each tier. Please see the Business Partner Academy. Systems Engineer & Sales The Sales and Systems Engineer (SE) curriculum provides product- and solution-based training for individuals in Provider businesses. The EMC Technologies program path includes resources like use cases, training modules, and sales tools to help partners understand how to position the product. The sales training helps partners learn how to have a high-level conversation about the product with customers and prospects. The SE training delves into the more technical side of the product and helps partners understand how to qualify a potential customer. 19
s and Services All partners complete the introductory (such as EMC messaging and best practices) and required product modules. Partners also have the option of taking additional product modules that address specific EMC product lines in categories like big data, cloud, content management, security, data protection, virtualization, and storage. Services EMC s Proven Professional certification program enables Provider business partners to build the skills and capabilities to provide services that support the delivery of end-to-end EMC solutions. There are two core paths to services enablement: The s Live Virtual Workshops guide Providers in understanding EMC solution drivers, articulating their value, and building complete proposals to address customer challenges. Implement Focuses on installation and configuration of EMC technologies for customer solutions and provides access to EMC Global Services tools. All Sales and Systems Engineer development and enablement resources are available on the Business Partner Academy. Support Enables partners to provide customers with remote technical support using EMC proven support tools for remote and online support. Marketing Marketing accreditation is available to and useful for all partners, and is required for Platinum and Gold tier partners (and for any Silver tier partners who want to apply for marketing funds available through their distributor). The goal of marketing training and accreditation learning paths is to enable partners to use marketing tools to better drive their EMC business. These on-demand courses help partners understand IT marketing essentials, technologies and strategies, analytics, and best practices. 20
s and Services Provider s and Services s are at the core of the Provider track. Therefore, business partners are required to have advanced capabilities to drive solutions based on EMC technologies and services. Various EMC solutions are available for business partners at any level, but EMC requires that our Platinum and Gold business partners hold credentials for these solutions. For details about current solutions, see the Provider page on the Business Partner Academy. To earn a solutions credential, business partners must complete Sales or Systems Engineer (SE) credential, complete a solutions workshop, and pass the workshop exam. Center EMC requires that Platinum level business partners create demonstration facilities to showcase EMC s technologies. To ensure a thorough and consistent demo experience for our customers and prospects, we ask Platinum partners to create a well-run hybrid cloud for their solutions center to demonstrate all required Cloud and File use cases. The solutions center may also offer solutions from across the EMC federation. EMC works closely with prospective and current platinum partners to design the solutions center and ensure successful implementation. trained to deliver professional and customer services under their own brand. Overall, partners authorized to deliver services receive greater benefits, profitability, and market differentiation than those that focus only reselling services. Services Platinum and Gold partners deliver the highest value to their customers by integrating services into their offerings. Providers can choose to resell EMC services, or be Partners wanting to sell complete solutions while minimizing their total investment can resell a broad range of service offerings from EMC Global Services. This enhances their solution portfolio and provides their customers with quality EMC provides eligible partners with tools, methodologies, training and certification, and support from other EMC partners. Platinum and Gold Partners are required to have implementation service delivery capabilities across different technologies that vary by tier, region, and country and reflect a partner s commitment to services and solution sales and delivery. 21
s and Services services options. Partners are able to add services delivery capabilities to their portfolio as demand for solutions increases. Visit the Services Offering index or the Services Portfolio Deck. These partners take advantage of EMC s expertise in positioning, demonstrating, scoping, and designing customer solutions through technical pre-sales support and comprehensive services sales training. EMC also provides online tools and resources to support partners throughout the sales process and help them win more deals. Partner-Delivered Services Partners have the option of increasing revenue by partnering with EMC and becoming a trusted advisor to their customers. EMC Global Services provides partners with training and certification to build skills and capabilities in a range of foundational and advanced technology-specific services. For more information, see the Services Offering index. 22
Key topics > > > > onboarding 23
ONBOARDING CLOUD SERVICE Provider The Program for Providers provides EMC Powered solutions to meet your customer s current and future needs by enabling you to build your cloud solutions on EMC infrastructure. This track of the Program is designed to help you gain a competitive edge by building new revenue streams, accelerating time-to-service, and extending your marketing and sales resources. Business partners must meet specific requirements for each tier (Silver, Gold, or Platinum). The program requirements, combined with EMC support and resources, ensure that you have the knowledge and training to adopt a new service development process to grow your business and differentiate your cloud offerings in the marketplace. Value of BPP to CSP and Customer With the focus on providing market-relevant, best-in-class cloud products and solutions to meet your customers needs and to differentiate your offerings in the marketplace, EMC s Business Partner Program puts business partners at the leading edge of s-as-a-service. Partners must meet specific revenue and technology foundation requirements for each tier. The Program for Providers supports your business with training, marketing and sales resources, and other benefits to help you generate demand for your solutions built on EMC infrastructure, and positions your company to address your customers cloud and off-premises workload challenges. 24
ONBOARDING Track Tiers What They Mean Tier level for business partners is based on achieving certain milestones. Tier requirements ensure that business partners have the knowledge and training to design and sell cloud solutions, powered by EMC. Providers receive benefits based on tier, and have the opportunity to receive increased value from the program as they reach higher level tiers. There are three tiers for Providers: Silver, Gold, and Platinum. Business partners must meet specific revenue and market reach requirements for each tier. Silver: Partners with foundational knowledge to sell and market cloud products and services powered by EMC technology. Gold: Partners with advanced knowledge to sell and market cloud products and services powered by EMC technology. The compliance period for revenue bookings is from January 1 December 31. Platinum: Exclusive level for industry leaders with knowledge to sell and market cloud products and services powered by EMC technology. Progressing to Higher Level Tiers Business Partners progress to higher levels by meeting sellin revenue commitments, training, and customer success story goals for each tier. Compliance Business partners must comply with program requirements annually to maintain tier status and have the opportunity to move up in tier status. The compliance period for revenue is bookings January 1 December 31. The compliance period for non-revenue requirements, including POS reports, customer success stories, and joint marketing plans is November 30. 25
ONBOARDING CLOUD SERVICE Provider Benefits for Providers increase as tier level increases. Eligible Providers have access to sales and enablement support, marketing development funds (MDF), and resources and tools such as the Business Partner Academy, EMC Powered branding. Overview Matrix Benefits by Tier Silver Gold Platinum Market Development Funds (proposal based) 1 s Service Delivery Kits Training Discounts2 Sales and Enablement Support EMC Direct Sales Compensation EMC Powered Branding Cloud Partner Connect Consideration Access to PM/Engineering Leadership Compensation Uplift for EMC Direct Sales Executive Sponsor Assigned Marketing For more information, see the requirements and benefits document for your region. 1 MDF granted under another track within BPP can be utilized within the CSP track (cross-track benefit). 2 Training credits earned under another track can be credited to the CSP track. 26
ONBOARDING Financial Benefits MDF & Eligibility Providers are eligible to receive marketing development funds (MDF), which represent a joint marketing effort between a business partner and EMC. The program provides certain business partners funds for marketing activities to accelerate demand generation and build brand awareness. EMC allocates these funds based on pre-approved proposals for marketing activities that can produce measurable return on investment. Eligibility for the MDF program does not guarantee that EMC will accept a business partner s proposal. Compensation Uplift EMC gives our field sale team incentives to work with our Provider partners, to ensure that EMC is not competing with our business partners. Sales representatives receive compensation for selling off-premises solutions offered by our Provider business partners. CSP Marketing Programs and Tools EMC offers marketing tools to enable Provider partners to differentiate their solution in the marketplace and to build awareness of their services. EMC offers best-inclass marketing support, such as EMC Powered branding and search tools, to enable EMC sales teams and end customers to find and work with Provider partners to solve their cloud challenges. EMC Powered Branding EMC created the EMC Powered brand for Provider partners to highlight your cloud solutions that contain genuine EMC hardware and software. When you use this branding in marketing and sales materials, it builds awareness of the quality, reliability, and compatibility of your infrastructure to ensure your customers of the value and difference of your solution. 27
ONBOARDING Field Marketing For Gold and Platinum Provider partners who have marketing personnel dedicated to working with EMC Powered Provider solutions, EMC provides access to multiple marketing resources. This includes leveraging EMC corporate marketing initiatives and campaigns, access to EMC branding and logos for joint branding, sponsorship opportunities at EMC World, EMC Forums, and other corporate events, and concierge marketing services that enable partners to access services from EMC approved marketing agencies. For more information on marketing resources, visit the Partner Marketing Center. Business partners work with their partner marketing team to determine the relevant resources and campaigns for bringing EMC Powered cloud-based solutions to market. Joint Marketing Plan The joint marketing plan is how EMC helps Provider partners create integrated marketing campaigns to sell solutions powered by EMC products. Business partners that have a complete business plan work with their EMC marketing manager to create a go-to-market strategy for cloud service offerings. The joint marketing plan includes a timeline, list of marketing vehicles, budget and anticipated investment from partner and EMC, and an outline of the desired results. EMC.com and Partner Finder Provider partners get visibility with EMC customers and others looking to work with EMC business partners. End users are able to access Provider partners information pages on the EMC website and to use the Partner Finder search tool. Both options provide end users with ways to learn about your solutions and identify the business partner offering the optimum mix of services to meet their needs. CSP Sales Programs and Tools In addition to marketing support, EMC provides sales support to provide Providers with sales leads, connect them with other s, and build awareness with EMC sales teams. Cloud Partner Connect Cloud Partner Connect connects participating Providers with Provider business partners that are interested in selling cloud offerings. This benefits Cloud Service Provider partners by opening access to a broader market, and it benefits Provider partners by allowing them to offer expanded services to their customers without capital investment. Business partners are only eligible to apply for marketing development funds (MDF) once they have created a joint marketing plan. 28
CSP Search tool EMC provides its internal sales teams, distributor partners, and reseller partners with a search tool to find the best Provider to meet their customers needs. Sales teams and EMC partners search by information about the Provider including EMC infrastructure used in the solution, service type, geographical availability, data center location, industries served, and EMC Business Partner Program tier. ONBOARDING EMC Cloud Playbook The EMC Sales Playbook enables the EMC Sales team to pull in the right CSP partner to meet that customer s needs. Off-premise Sales plays are included within the playbooks to highlight our partner s solutions. These plays describe the overall off-premise value proposition, qualifying questions, best practices, and sales and technical resources to help accelerate joint business with our CSP partners. Sales Communications & Trainings EMC uses newsletters and internal websites to help our core EMC sales teams understand our Providers and the markets they serve, to engage their customers and sell Provider partner services. CSP Accelerate Services EMC has a portfolio of pre-sales services designed to assist customers in determining how to move more workloads to your EMC Powered infrastructure. Accelerate Services are sold to end-customers and delivered by EMC to inventory their application environment and provide advice on off-premise application suitability. This enables Provider partners to drive additional cross sales, and generate even greater consumption of their EMC Powered offerings. DEDICATED RESOURCES Platinum-level cloud service Provider partners are provided with a dedicated marketing contact at EMC. This resource works with the business partner s marketing team to assist in go-to-market activities. In addition, sales representatives take sales training each quarter to learn about s Providers and the state of the market. This builds a strong foundation for our sales force in selling solutions offered by our business partners and helping their customers to move to a hybrid cloud model. 29
ONBOARDING CLOUD SERVICE Provider Each tier in the Business Partner Provider track has its own revenue, business, and marketing requirements. These requirements are designed to ensure that Providers have the appropriate knowledge and tools to meet their customers needs as they move up the tiers. Partners who do not meet these requirements by the compliance deadline risk moving down in tier status. Silver Gold Platinum Revenue threshold (of EMC products and services sold)1 Submission of POS report2 Assigned Alliance Manager Annual Business Plan Customer Success Stories For MDF Consideration Partners who do not meet these requirements by the compliance deadline risk moving down in tier status. Assigned Marketing Manager Partner Marketing Academy Joint Annual Marketing Plan For more information, see the requirements and benefits document. 1 Annual revenue is for full year track participation; revenue target is pro-rated, based on # of months in program; Only sell-in revenue from CSP track counts toward goal attainment. 2 Ability to pay EMC Direct Sales on CSP Sell-Out activity is tied to POS Report submission by CSP. 30
ONBOARDING Revenue Sell-in revenue is the amount of hardware and software EMC sells to a business partner. The purpose of this infrastructure is to build or expand a cloud services platform on which to host EMC Powered services. These services will then be marketed and sold to a Provider s end customers. To participate in the Provider track, a business partner must meet minimum sell-in commitments for their tier every year. Business Plan To ensure that our Provider partners have the best chance for success, EMC requires them to create an annual business plan. Working with your account manager, you create a plan to drive your EMC Powered business forward. Point of Sale Reporting EMC requires Provider business partners to create a monthly point of sale (POS) report. This enables EMC to credit EMC sales representative for any activity with the Provider and compensate the representative after the sale. This is to encourage the EMC sales team to work closely with our Providers to provide solutions for their customers. Joint Marketing Plan To be eligible for marketing development funds, EMC requires Providers to develop a joint marketing plan with EMC. You work with your marketing manager to identify how EMC can assist in your go-to-market strategy for your s-as-a-service offerings. 31
ONBOARDING TRAINING Business Partner Academy EMC provides optional, self-paced, on-demand training for Providers through the Business Partner Academy. Training available for individuals in each business partner organization differs by partner tier. Marketing Academy The goal of marketing training and accreditation learning paths is to enable Providers to use marketing tools to better drive their EMC Powered solutions business. Marketing accreditation is available to and useful for all partners, and is required for any business partner interested in submitting a proposal for MDF consideration. Success Stories EMC requires that Providers share written or video success stories about how their EMC Powered services helped customers solve their challenges. Requirements differ by tier and partners must submit the required number of success stories to be eligible for marketing development funds (MDF). 32
ONBOARDING CLOUD SERVICE Provider Onboarding The onboarding process enables Providers to get up to speed quickly with the available sales and marketing tools and to begin their relationship with EMC. We work with each new partner to walk through the process and ensure alignment with the right partners inside EMC. 33
PROCESS The following is a high-level example of the process involved in becoming a Provider Partner in the EMC Business Partner Program. ONBOARDING Sign the contract Complete the application Receive welcome letter Submit information for internal databases Service Offering Catalog Template Marketing Template Maintain your Partner Profile and Contacts Information Cross Track Selling Provider business partners who are also Cloud Service Providers can leverage sales resources between the tracks, including the EMC Cloud Playbook. These partners are also eligible to use benefits from one track to support business activities in another track, including: Business Partner Academy training Marketing Academy training and accreditation Cross-track use of funds to support business development Cloud Partner Connect for partners to resell offerings from selected EMC Provider partners New Partner Education High level overview of program Point of Sale reporting Offer Development and Training Opportunities Participate Next steps For more information on the onboarding process please see our page on Completing Entry into the EMC. CSP Enablement Services EMC Global Services has a portfolio of services that support Providers in developing and executing their XaaS strategies. These services help Provider business partners build out their XaaS strategies, implement and deploy EMC technologies, and manage their infrastructure, all the while providing them with award winning support. 34
Key topics > Partner Portal > EMC.com > Global Partner Summit 35
Partner Portal EMC.com Global Partner Summit Partner Portal EMC.com Global Partner Summit 36
appendix Key topics > HOW TO ENGAGE WITH EMC & OTHER S > OVERVIEW OF CO-OP & MDF > BRANDING WITH THE EMC PROGRAM > EXPLORE OUR FEDERATION PROGRAMS > EMC ACRONYMS 37
HOW TO ENGAGE WITH EMC & OTHER S OVERVIEW OF CO-OP & MDF BRANDING WITH THE EMC PROGRAM EXPLORE OUR FEDERATION PROGRAMS EMC Acronyms APPENDIX HOW TO ENGAGE WITH EMC & OTHER S HOW TO ENGAGE WITH EMC EMC Partner News App Focus your news with this customizable app newsfeed With the EMC Partner News App, you receive a newsfeed specific to your partner track that you can quickly customize by region, technology focus, your role, and your interests. Want promotions and incentives for a specific product in a certain region? You can do that. Want only technical information? You can do that, too. Download EMC Partner News App from Apple itunes or GooglePlay. HOW TO ENGAGE WITH OTHER S Partner Finder Leverage the power of emc.com to get leads When you create a profile for the Partner Finder on emc.com, you build your brand, market your EMC value to thousands, drive EMC prospects to your website, and get direct leads. Up to 100,000 unique visitors hit emc.com each day and a link to Partner Finder appears on product pages across the site. Get in the Partner Finder by creating a profile on EMC Partner Central. EMC on Twitter Join the Conversation @EMCpartners Keep up with the latest, real-time industry news, EMC updates, event information, and more, with @EMCpartners on Twitter. Cloud Partner Connect Diversify your customer offerings without the investment When you leverage the power of Cloud Partner Connect you can immediately expand your ability to provide exactly what your customer is looking for. The Cloud Partner Connect program connects participating Providers with Provider business partners that are interested in selling cloud offerings. This benefits Provider partners by opening access to a broader EMC Community Network (ECN) Find content, contacts, conversation, and support within the community When you join the EMC Community Network (ECN) you can actively engage with more than 250,000 members and 130,000 discussions, videos, documents, and more. Additionally, you ll find services information and support and resources for products and solutions such as VSPEX, VNX, and ViPR, to name just a few. 38
HOW TO ENGAGE WITH EMC & OTHER S OVERVIEW OF CO-OP & MDF BRANDING WITH THE EMC PROGRAM EXPLORE OUR FEDERATION PROGRAMS EMC Acronyms APPENDIX OVERVIEW OF CO-OP & MDF ALIGNING CO-OP AND MDF ACTIVITIES One of the challenges of the Co-op and MDF programs are the differences in eligible activities: an activity that s eligible for Co-op is not always eligible for MDF. To make this easier, we ve aligned most activities for all event types. For example, there is now no difference between Co-op and MDF for event activities including: A/V, booth rental, and venue. SIMPLIFYING AND CONSOLIDATING CATEGORIES AND ACTIVITIES As a whole, there are a smaller number of activities, as well as in the categories in which the activities are included. This makes it easier to manage your Co-op and/or MDF activities. For example, we ve consolidated Demand Generation and Lead Generation into a single category called EU Demand Generation and Conversion. SIMPLIFYING ROI MEASUREMENT We require the submission of Lead metrics for all Demand and Lead activities, for both Co-op and MDF, but we ve dropped the requirement for Performance metrics for all benefit types. This adds simplicity while narrowing our focus to activities that provide real ROI. ADDING FEDERATION SUPPORT Recognizing that more and more partners are taking advantage of the full EMC federation, and now sell solutions from across the federation, EMC federation events are eligible for sponsorship. In addition, federation-focused activities are eligible for reimbursement. For more information on Co-op and MDF Benefits, please see our Frequently Asked Questions. 39
HOW TO ENGAGE WITH EMC & OTHER S OVERVIEW OF CO-OP & MDF BRANDING WITH THE EMC PROGRAM EXPLORE OUR FEDERATION PROGRAMS EMC Acronyms EMC BLUE RGB: 44 149 221 CMYK: 73 31 0 0 HEX: #2C95DD PMS: 279 APPENDIX BRANDING WITH THE EMC PROGRAM THE EMC BRAND The brand showcases the power that comes from working together. By creating a consistent brand, we can ensure that brand messages will immediately engage our customers. The EMC Business Partner brand is competent, focused, competitive, courageous, and strong. Effective branding will express the value of our partnership and communicate that value to customers. It shows that together, we can do anything. ELEMENTS OF THE BRAND A set of consistent elements within the EMC Business Partner brand creates a cohesive look and feel. This emphasizes our connectivity, inclusion, and collaboration and the power of possibility. This includes: Imagery: High quality, simple images with a bold, confident, and contemporary style suggesting the positive nature of partnership. Color: A distinctive, simple color palette defines the brand. EMC Blue and Gray are the primary brand colors. Typography: Meta is the primary typeface, with Meta Light for headlines, sub headlines and callouts. Meta Normal should be used for body copy and lower level headings. Logos: The value of being an is reinforced for your customers when you use the EMC Business Partner logos. Track badges and Tier badges should be used when appropriate for greater specificity. Always use the logo that ensures the greatest visibility. Voice: Inclusive, benefit focused, motivational and strong; that of a champion or coach. TOOLS TO HELP YOU BRAND EFFECTIVELY EMC offers several tools to help use our business partner brand effectively: Pre-designed templates that can be downloaded and customized with your own logo and messaging A complete set of EMC brand guidelines for EMC-led assets A complete set of EMC Partner brand guidelines for EMC Partner assets A complete set of brand guidelines for the EMC Business Partner brand Maintaining consistency across look and feel ensures that the brand is easily and immediately recognized around the world. It promotes how our partnership connects your business and your customers business to the future. 40
HOW TO ENGAGE WITH EMC & OTHER S OVERVIEW OF CO-OP & MDF APPENDIX EXPLORE OUR FEDERATION PROGRAMS BRANDING WITH THE EMC PROGRAM EXPLORE OUR FEDERATION PROGRAMS EMC Acronyms Please click logos for links. 41
HOW TO ENGAGE WITH EMC & OTHER S OVERVIEW OF CO-OP & MDF APPENDIX EMC Acronyms BDF Business Development Fund MDF Marketing Development Fund BRANDING WITH THE EMC PROGRAM BPP Business Partner Program MSP Managed Service Provider BYOD Bring Your Own Device OEM Original Equipment Manufacturer EXPLORE OUR FEDERATION PROGRAMS CIO Chief Information Officer PA Prior Authorization CSP Provider PaaS Platform as a Service EMC Acronyms Disty Distributor/Distribution SaaS Software as a Service DMR Direct Market Reseller SI System Integrator EVP EMC, VMware, VCE, Pivotal Also known as the Federation SMB Small and Medium Businesses EC Enterprise Content GAF Global Achievement Form HSP Hosting Services Provider HW Hard Ware IaaS Infrastructure as a Service IHV Independent Hardware Vendor ISV Independent Software Vendor ITaaS IT as a Service LOB Line of Business (usually refers to a set of one or more highly related products which service a particular customer transaction or business need) SOA Service Oriented Architecture SP Provider SW Soft Ware UCaaS Unified Communications as a Service VAR Value Added Re-seller VDI Virtual Desktop Infrastructure VoIP Voice Over IP (Internet Protocol) VPN Virtual Private Network XaaS Something as a Service 42