AMD singles out system builder 'Heroes'

Chip and processor giant gives channel strategy a twist that encourages partners to rise through the ranks

AMD has revamped its partner programme and is encouraging its channel to strive for growth.

The vendor, which recently told CRN there was a great opportunity in new markets and that it was bullish following the launch of its Kaveri processor, said it wanted to create a partner programme that screamed "aspirational by design" and gave resellers the chance to move up the partner tiers.

Amy McFarland, senior manager, worldwide channel marketing at AMD, said: "Partners want programmes that are easy to understand. They want support that will help them grow and prosper with AMD and we believe this programme is going to thrill our channel partners.

"Partners are promoted and demoted based on performance of criteria, and partners in the higher tiers get more benefits," she said.

Under the new programme, partners are divided into four tiers. Entry level is Select, followed by the Provisional Premier Tier, then the Premier Tier and finally the invitation-only Elite level.

The idea of the Provisional Premier Tier, she explained, is to give Select-level partners a six-month opportunity to ramp up sales and meet the goals required to become a full Premier-level partner.

If they fail to hit targets, they must remain a Select partner for six months before trying again.

In addition, the vendor has revamped its partner portal, adding extra sales tools, marketing collateral and product information; and the ability to customise messages to different partners and share NDA content.

AMD also launched its "Builder Heroes" strategy, aimed at its system builder partners. The badge will apply to system builders that are "very active" with AMD in going to market and as well as the usual benefits, Hero partners will get access to early product samples.

McFarland added: "This gives partners an opportunity to be a Hero no matter what tier they are in. They will just be first to market in building very innovative products."