Avaya has revamped its channel programme by introducing a simplified 'points mean prizes' certification calculator, increased access to marketing funds and training accreditations for technical staff.
The existing and new Business Partner Programme will run in tandem until January next year, when the new programme takes over.
Under the Certification Calculator, resellers will be scored on a range of abilities, and their final score will determine their accreditation.
The calculator will be available to VARs and distributors so they can work out what they would need to add to improve this accreditation.
"We want to establish an increasing correlation between the performance of resellers and investment from Avaya," said Dave Payette, Avaya's channel development and programme marketing director for EMEA.
Avaya will calculate each reseller and distributor's standing on a quarterly basis. However, a fall in accreditation will be applied only after a nine-month period, in which the reseller has time to redress problems.
"We are not going to go around taking people's plaques away; it's not about that," said Payette. "This is about making accreditation simpler and more transparent."
The new programme will also give better access to marketing support.
"Avaya marketing funds are currently under-used, and we want to change that."
Suresh Punjabi, managing director of reseller Corporate Communications, said: "The programme looks good and complementary to what we're doing. But it also is very dependent on Avaya remaining committed to this."
Roirdan Maynard, chief executive of reseller Touchbase, said: "The success of this depends on two factors. First, Avaya must maintain momentum. If resellers and distributors invest the money in this new programme, will Avaya stick with it?
"Second, our customers must recognise the value of the accreditation. The final issue is how strong Avaya is at resisting opportunistic business. It has become better at this recently."
Separately, Avaya has reported revenue of $1.12bn for its fourth quarter ended 30 September, compared with sales of $1.15bn for the same period last year. Its net loss dropped from $666m in 2002 to $88m in 2003.
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