Cisco to can technology badges

Vendor to phase out technology-specific specialisations in favour of architectural approach - and announces fourth rebate programme

Cisco's current line-up of technology specialisations – such as wireless, routing and switching and security – will be phased out

Cisco is to overhaul its approach to specialisations, doing away with its technology-centric approach and bringing in a high-end services badge for top partners.

At its partner summit in San Francisco this week, the vendor unveiled a fourth rebate scheme, the Teaming Incentive Programme. The scheme will see Cisco identifying the most appropriate partner for each opportunity based on factors including pre-existing customer relationships and certifications. This partner will be asked to team up with the vendor early on in the sales process and will get a guaranteed five per cent discount boost over rival VARs.

Under the existing Opportunity Incentive Programme, when non-standard pricing is introduced for a deal, it applies to all partners.

Edison Peres, senior vice president of Cisco’s worldwide partner organisation go-to-market group, said: “This is about protecting that partner investment in pre-sales.”

Cisco also revealed its current line-up of technology specialisations – such as wireless, routing and switching and security – will be phased out. In their stead will be specialisations based on architectures, such as virtualisation and the borderless network. Over the next couple of years, requirements for achieving the various levels of partner status will be changed to reflect this.

Keith Goodwin, senior vice president of Cisco’s worldwide partner organisation, said: “This is a significant investment; there will be a lot of services content in there.”

Cisco’s first services specific specialisation is also being introduced to as part of a revamp of its go-to-market strategy. The vendor is identifying 500 ‘transformational accounts’ globally, consisting of early adopter customers with complex technological needs.

Partners obtaining the specialisation will be able to develop their own branded services offering and get involved in transformational account projects. Cisco also revealed sales staff will be equally compensated for selling either Cisco- or partner-branded services.

Tom Kelly, UK managing director of Gold partner Logicalis, welcomed the change in Cisco specialisations focus.

“The theme of the architectural plays is key,” he said. “Those partners that do not invest and change their businesses will fail.”