Broadcom unveils significant updates to its VMware collaboration scheme
A New Chapter for Broadcom and VMware Partners
In a bold move, Broadcom has announced plans to revamp its partner program for VMware resellers, aiming to deliver more efficient channel support. This decision follows a comprehensive review of the existing partners.
The overhaul will see a reduction in the number of partners authorized to sell VMware solutions across the Americas, Asia-Pacific, and Japan. This move is intended to enable Broadcom to invest more focus and build stronger relationships with partners who consistently deliver top-notch VMware solutions.
Historical performance levels, technical expertise, and the partners' ability to make customer-focused investments will be the primary determining factors for this partner selection process. As a result, there's a shrinking vision for the Broadcom Advantage Partner Program for VMware Resellers, as the company retires the Registered tier and forges ahead with a simplified three-tier structure: Pinnacle, Premier, and Select.
Brian Moats, Broadcom's senior vice president of global commercial sales and partners, further explains that the company's focus will primarily be on partners who operate in the top three tiers. These partners will now carry a greater responsibility and are expected to lead with excellence, operate at scale, and provide real impact on the journey to a modern private cloud.
In a blog post detailing the move, Moats acknowledged that the majority of business momentum and customer impact comes from partners in these premium tiers. Hence, some customers may find themselves transitioning to new partners, while selected partners will face a more significant burden and obligations.
The Pinnacle tier, in particular, will require its partners to hold Expert Advantage Professional Services Partner status. This designation indicates advanced capabilities in the implementation of VMware Cloud Foundation. However, those who do not hold the accreditation can also qualify by maintaining a dedicated SMB practice that supports scalable VMware adoption.
This revamp is not just about raising the bar for the Pinnacle tier but also extend across the tiers. Both Pinnacle and Premier partners will be required to maintain dedicated sales and technical resources to ensure they can support customers throughout the product lifecycle.
Both tiers will also work closely with VMware on joint business plans for alignment and successful product delivery. To preserve ecosystem integrity, Broadcom stipulates that partners must remain active and in good standing to continue their association with the company.
By streamlining the partner program, Broadcom hopes to create a stronger ecosystem powered by VMware Cloud Foundation, enabling customers to leverage it more effectively for IT modernization, AI initiatives, and enhancing cyber resilience. Meanwhile, partners stand to gain fresh opportunities to differentiate themselves on value as they navigate this revamped partner landscape.
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- Raising the Bar: Broadcom is raising the bar for its partners across all tiers, requiring dedicated resources and increased engagement to deliver a transformative customer experience.
- Opportunities Ahead: As Broadcom focuses on its top-performing partners, there are increased opportunities to differentiate on value and strengthen relationships with customers.
- Streamlined Partner Program: With three tiers remaining – Pinnacle, Premier, and Select – Broadcom aims to create a more focused and efficient partner ecosystem for the future.
In the restructured Broadcom partner program for VMware Resellers, partners will be chosen based on historical performance, technical expertise, and their ability to make customer-focused investments, leading to a more narrowed program with a primary focus on top-performing partners. The company's new three-tier structure - Pinnacle, Premier, and Select - requires partners to maintain dedicated resources and support customers throughout the product lifecycle to ensure a transformative customer experience.
