Nutanix's EMEA channel boss on the vendor's new 'channel charter'

Hyper-converged player Nutanix has launched its new global "channel charter", which it claims is a more tailored approach in rewarding the channel's shift to hybrid cloud services.

EMEA channel boss Jan Ursi told CRN sister publication Channelnomics Europe that, rather than rewarding sales targets, the charter will focus on what services deals are made as well as on certifications.

It's a marked change for the San Jose firm. Back in November Ursi insisted that Nutanix didn't need conventional methods such as reward programmes, in response to one UK reseller saying it had "no clear channel strategy". That's despite the vendor already rewarding partners based on revenues.

"There's a reason why we didn't call it a channel programme, as it doesn't do justice to what we are launching here. In a modern multi-cloud era it's hard to help partners grow with a strict, prescriptive programme, which is what we have seen in the market in the past," he said.

"We must be more flexible to help businesses who are at different stages of their hybrid cloud journey…Our system is more customisable."

Nutanix's charter split partners into three levels. The Pioneer level is for those moving their first customers to the Nutanix hyper-converged solution and low level certification on core products.

Scaler-level partners are developing integrated solutions around the Nutanix Enterprise Cloud OS software ecosystem and have a higher number and level of certified staff and deals.

While Master partners are those closing the most deals and who hold the most certifications.

"We will not just spend all of our time with the highest revenue partners," Ursi said.

"And we are innovating. This charter includes a Nutanix Velocity element, which will help partners become more self-sufficient in selling to the mid-market and below without our own field sales teams…

"All partners need to do is indicate their intent to target SMBs in their deal registration, and when that opportunity is new and it is indeed a SMB customer, they will automatically get a pre-approved quote of discounts from their distributors to give to their customer. This is completely new to us."

Ursi added that for both SMB and enterprise partners, Nutanix has sought to improve on failings in its previous partner programme.

"When it came to landing new customers, we discovered that it was not that easy for our partners to do benchmark testing of Nutanix solutions, compared with other HCI solutions.

"So, we've introduced X-ray, which is a tool available to all partners, which allows them, in an automated way, to run benchmark tests. Now partners are able to show where the strength of the Nutanix solutions lie to help them do more comprehensive POC."

Ursi is also keen to highlight that Nutanix' flexible strategy extends to certifications.

"It's important that we recognise relative investment, so we've localised our charter with a zoning concept.

"For example, Luxembourg is in a different zone to the UK, and what is required to move through the different Nutanix levels is relative… A Luxembourg firm certifying four engineers could be a big investment, where it would not be in the UK.

"Being this flexible is critical for us and our partners...It's another key change in this launch."

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