Distributor Avnet has launched a new partner programme aimed at helping EMC partners reach the vendor's Silver-tier accreditation.
Shaun Bowman, business unit director for open storage, EMC and Cisco at Avnet, told CRN that the EMC Reach programme puts in place a structured programme of incentives and targets for partners looking to grow their EMC business.
Bowman explained that one of the benefits of the programme for partners is the support it has received from EMC.
"Because it's endorsed by EMC, all the partners that come onto the programme will see their profile raised within EMC," he said.
"As different storage vendors compete for partners, we want their mind share and their focus to be on EMC and this programme gives them rewards for focusing and driving the EMC business forward."
Revenue targets will go up incrementally in the programme, starting at $250,000 (£189,000) and rising to $500,000 then $1m, before the EMC Silver tier starts at just over $1m.
As these targets are met, partners will have access to rewards including free professional services, demo units and technical training – benefits that would not have previously been available to sub-Silver partners.
In return for the services and benefits, Bowman added, Avnet expects partners to designate a dedicated EMC boss within the organisation who will undergo EMC training.
He said that while most partners will use the programme as a stepping stone to reach Silver accreditation, some will not hit the Silver revenue threshold and have the option to stay in the Reach programme.
Ian Parslow, senior vice president at EMC partner MTI, told CRN that the programme is an example of a distributor being proactive when it comes to adding value for resellers.
"This is what value-added distribution is all about," he said.
"As opposed to a reactive distributor waiting for partners to engage in opportunities, this is an extremely good example of how a distributor is trying to create market demand and make opportunities on behalf of the vendors it represents."
Parslow added that EMC's support for smaller partners could stem from the imminent Dell acquisition.
He explained that Dell has a strong SMB partner base that EMC may be keen to utilise.
"If you think about it, Dell have a number of small resellers that represent them and EMC would like to get access to them because they don't have a massive channel team or a great partner account manager that can cover this market.
"It shows that EMC are trying to build out further, wider and deeper into the partner space so that's positive all around."
EMC's current tiering is believed to set revenue targets of $65m for Platinum partners, $15m for Gold partners and $1.25m for Silver partners.
The vendor came in for criticism in 2014 when it overhauled its programme structure and increased its revenue bands, before backtracking under industry pressure.
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