Packeteer has made changes to its channel structure, injecting marketing cash into distributors across Europe and adding reseller training.
"We've had a channel programme for years, but what applied when we were new to the market doesn't necessarily hold true now," said Roger Hockaday, director of marketing at Packeteer EMEA.
"The primary focus of SME vendors is to recruit as many VARs as possible. That was what we did in 1997."
The company will maintain its two accreditations: Affiliate Partners and Solutions Partners. However, resellers will get more support and training from the firm if they list their customers.
"This gives us better visibility of where our products are being put," Hockaday said. "We also get to leverage what's there, with products on WAN links."
Training for resellers will be formalised, with Packeteer providing pre-sales training, followed by post-sales training from accredited distributors and Power IT, the vendor's sole accredited training partner in Europe.
It will also introduce co-op funding for distributors for the first time.
Hockaday claimed that the distributors he has contacted in Europe are interested in using the money to generate sales leads.
Dave Osborne, product manager for Packeteer at distributor Centia, said that the training will benefit resellers, distributors, the vendor and the customer.
"Products are more complex today than they were 10 years ago, and vendors should not risk having resellers selling products they are not trained on," he said.
"Centia always advocates the use of accreditations to ensure that resellers are properly trained to sell products."
He added that Packeteer's decision to increase marketing funds will encourage resellers to seek more training.
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