Learn More about the EMC Business Partner Program

BUSINESSPARTNER

EMC BusinEss partnErprograM

EMC businEss partnEr prograM 2

taBlE of ContEnts


introduCtion

introduCtion

Key topics


WElCoME MEssagEWe are very excited to extend the power and brand strength of EMC to business partners via our EMC Business Partner Program. We designed this program to be comprehensive, and relevant for all types of business partners. Our Business Partner Program provides everything a partner needs to be successful in the IT marketplace—access to industry leading products, solutions, and services; tools to help partners build their own brand and grow in the marketplace; and significant benefits to reward partners for their skills and expertise.

We are very proud of this program, and honored to welcome you to this detailed overview. Whether you’re an existing business partner who’s looking to learn more about your existing requirements and benefits, or a new business partner looking for an industry-leading program, you’ll find everything you need in the EMC Business Partner Program.

Fred Kohout, Vice President EMC global partner Marketing

Welcome message


purpose of guidethis guide is for both existing business partners, and businesses interested in learning more about and joining the EMC business partner program.this industry-leading program is specifically designed to provide everything a business partner needs to be successful in the ever-changing technology industry—today and into the future.

For existing partners, this guide provides an overview of the requirements and benefits of the program. For potential partners, this guide provides an outline of what we expect from our business partners and the benefits we will deliver to them as members of the program.

marKet dynamicsin the always changing it landscape, business partners need flexibility and choice to enable them to provide the most current and relevant technology solutions to meet the business needs of their customers today and in the future. and they need a program that is simple, predictable, and profitable so they can get true value from the partnership.

Why emc?EMC is a global leader in it storage and technology-as-a-service, using innovative products and services to accelerate the journey to cloud computing, and help it departments manage, store, protect, and analyze their most valuable asset—information—in a more agile, trusted and cost-efficient way.

purposE oF guidE

MarkEt dynaMiCs

Why EMC?

EMC BusinEss partnEr prograM ovErviEW

Key topics



What is thE EMC BusinEss partnEr prograM?

the program ensures business partners have access to best-in-class products and solutions. EMC business partners get flexibility and choice, support for next-generation it, and links to independent companies affiliated with EMC.

With common program structure, practices, and operations across all EMC business, the program is designed to be simple to use and understand, and to provide business partners with predictable and profitable results.

the EMC business partner program is the umbrella program for all EMC business partners. the program was formally launched in January 2015. it represents the evolution of EMC’s partnerships to better meet the needs of our business partners today while positioning them for the future, with simplicity, predictability, and profitability throughout.

What is thE EMC businEss partnEr prograM?


Why ChoosE thE EMC BusinEss partnEr prograM?When you choose to partner with EMC, you get the power of a leading global it brand behind your business, and the expertise of over 60,000 dedicated employees worldwide. the business partner program was designed to make it easy for technology companies to work with EMC.

partnership with EMC drives growth and profits for businesses by enabling them to provide world-class solutions that meet their clients’ needs and help them adapt to and succeed in the rapidly changing it environment.

Why ChoosE thE EMC businEss partnEr prograM


prograM struCturE

tracKsbusiness partners belong to different tracks within the EMC business partner program, based on their business model, and products and services offered. business partners in each track must meet certain requirements to participate in the program; some partners may qualify to participate in more than one track.

• solution provider (Var)• direct Market resellers (dMr)• Cloud service providers (Csp)• global alliance (ga)• Enterprise Content division (ECd)• rsa securWorld (rsa)• original Equipment Manufacturers (oEM)

tiersbusiness partners belong to tiers within tracks, based on the amount of investment they make in EMC via training, certification, and sales of EMC products and services, as well as the return on that investment. business partners receive benefits based on track and tier level.

Each business model track has three tiers – silver, gold, and platinum, as well as a track for authorized business partners. partners can change tiers by increasing their level of investment in the program.

linKs to federationbusinesses that partner with EMC have a unique benefit—access to products, services, and solutions from companies affiliated with EMC. these companies are independent but operate closely with EMC to create solutions by combining their products and services with EMC products and services to better benefit EMC business partners.

VMware, VCE, pivotal, and rsa are federated companies that maintain their own partner programs, closely affiliated with the EMC business partner program. this alignment enables partners to earn accelerated benefits, obtain training credits, and fully leverage cross-federation technology and solutions to benefit their customers.

to make the program simple to participate in, the EMC business partner program uses a common structure for all types of business partners. partners fit into the program tracks based on their business model, and they fit into program tiers based on their level of investment in EMC and the return on that investment. benefits accrue to business partners based on their track and tier level.

the program is designed so that partners understand what EMC expects from its business partners and what benefits EMC provides. a single, central partner portal provides all business partners with access to the information and resources necessary to be successful in the program.

prograM struCturE

partner.emc.com


Belonging to multiple tracKsEMC business partners have unique go-to-market strategies and business mixes. We support the entire business by enabling our partners to participate in more than one partner track – and providing flexibility within our tracks. by including a partner’s entire business under one umbrella, they receive the benefits of greater profit potential and flexibility to grow the business.

cross-tracK Benefitsbusinesses that participate in the business partner program in different tracks can leverage requirements, such as revenue thresholds and certifications, between the tracks. these partners are also eligible to use benefits from one track to support business activities in another track.

these benefits include:

• training for all tracks with the business partner academy

• Marketing academy training and accreditation across tracks

• Cross-track use of funds to support business development

federation BenefitsEMC business partners have access to solutions from across the EMC Federation—EMC, VMware, VCE, pivotal and rsa. in some situations, partners have the option to work with EMC and federated companies to develop solutions. business partners can leverage training and certification in federated businesses towards requirements for EMC business partner tracks.

emc Business partner Brandthe EMC business partner program puts the brand strength and trusted reputation of EMC behind every business partner. partners can use the EMC business partner program logo in marketing materials, subject to compliance with brand guidelines. access logos and brand guidelines on the brand & design guidelines portal.

Business partner academyEMC business partners have access to the business partner academy, a single location for onboarding information, training materials and certification requirements, productivity tools, and other resources tailored to each partner track and tier.

BEnEfits of thE EMC BusinEss partnEr prograM

bEnEFits oF thE EMC businEss partnEr prograM

https://www.emc.com/auth/rcoll/partnerprograminfo/2014-bpp-brandbook.pdf



marKeting tools and resourcesthere are several marketing tools and resources available to help partners build their business and drive growth for their business and EMC’s products.

Marketing FundsMost EMC business partner tracks provide access to marketing funds for partners to identify and take advantage of marketing opportunities.

Eligible business partners earn co-op funds based on their sales of EMC products and services and may have access to marketing development funds that require pre-approval.

Partner Marketing Center EMC’s partner Marketing Center provides information, resources, and support to help partners revolutionize and redefine their marketing to enable the business to thrive and grow.

TrainingEMC’s Marketing academy provides free on-demand e-learning courses on key it industry marketing topics such as social media, demand generation, and data-driven marketing. partners can earn marketing accreditation, which is required for some tiers in the business partner program.

Tools and resourcespartners have access to marketing tools and useful resources such as customizable campaigns, marketing concierge services, a free self-service execution platform, co-branded marketing collateral, social media content, and more.

bEnEFits oF thE EMC businEss partnEr prograM

https://www.emc.com/auth/rpage/marketing-center.htm


solution providEr traCk

Key topics


solution provider

traCk ovErviEW

value of partners to emc, partner value to customer

EMC’s business partners drive a large percentage of ‘sell through’ and influence revenue for the company. With the focus on providing best-in-class EMC products and solutions to meet your customers’ needs and to differentiate your offerings in the marketplace, this program puts our business partners at the leading edge of emerging technologies.

the EMC business partner program for solution providers is a highly flexible track that supports your business with training, resources, and benefits to help you position yourself as an industry expert who is able to solve your customers’ technology challenges.

the EMC business partner program for solution providers supports your business growth in the current market space and enables you to explore new markets. the program provides you with products and solutions that drive deeper and richer engagement with your customers while preparing you to meet your customers’ future needs.

business partners meet specific requirements for each tier (silver, gold, or platinum) with eligibility for increased revenue at each level. our requirements ensure that you have the knowledge and training to design and sell EMC solutions and services to differentiate your offerings in the marketplace. our benefits ensure you receive rewards with the flexibility to choose where you want to invest your time and resources to build your business.

traCk oVErViEW

Partners must meet specific revenue and technology foundation requirements for each tier.


tracK tiers – What they meanbusiness partners are assigned to tiers based on achieving certain milestones. these requirements ensure that business partners have the knowledge and training to design and sell EMC products, services and solutions. solution providers earn benefits based on partnership tier, and receive benefits commensurate with their investment in the program, with the opportunity for increased profitability as they rise in tier.

there are three tiers for solution providers: silver, gold, and platinum. partners must meet specific revenue and technology foundation requirements for each tier.

• Silver: partners with foundational knowledge to sell and market EMC products and services.

• Gold: partners with advanced knowledge to sell and market EMC products and services, specific training in EMC solutions, and the ability to design solutions for end customers.

• Platinum: industry leaders with knowledge to sell, market, and develop solutions using EMC products, services, and solutions.

partners who do not achieve the requirements for a tier in the business partner program are authorized business partners. these partners have access to certain benefits as outlined on the partner portal.

there is also a separate distribution track. these business partners are charged with recruiting, developing, and enabling thousands of silver and authorized business partners across the globe. distributors must meet training and certification requirements for sales, pre-sales, and

marketing to qualify for benefits in the program. in some countries, EMC requires post-sales certifications to enable distributors for delivery of implementation services.

progressing to higher level tiersbusiness partners progress to higher levels by meeting revenue, training, certification, and technology investment goals for each tier. tier requirements differ based on a partner’s region and country.

compliancebusiness partners must comply with program requirements annually to maintain tier status and have the opportunity to move up in tier status. all requirements, with the exception of revenue, must be achieved by november 30.

• the compliance period for revenue bookings is from January 1 – december 31.

• there are no tier upgrades outside this once-annual compliance review.

• the partner Central scorecards reflect the official record of achievements toward compliance.

The compliance period for revenue bookings is from January 1 – December 31.

traCk oVErViEW

https://www.emc.com/auth/rpage/emc-authorized-resellers.htm


solution provider

traCk BEnEfits

financial Benefitsbusiness partners receive financial rewards for their business across all EMC product families. EMC rewards business partners for their investment in EMC training and for the EMC products, solutions, and services partners sell. the more a business partner participates in the program, the more EMC rewards partners with financial benefits.

all financial benefits—rebates, co-op, and MdF—are based on the region or country where the business partner is located, and on program tier: partners in higher level tiers receive greater rewards. For rate details for each type of financial benefit, see the business partner portal.

solution providers have the flexibility to choose where to invest and receive rewards based on investment level. benefits increase as tier level increases.

Eligible solution providers have access to financial incentives, promotions, rebates, EMC demo program, co-op and marketing development funds (MdF), and resources and tools such as EMC global Financial services, the partner Marketing Center and the business partner academy.

overvieW matrix – Benefits By tier

Benefits silver gold platinum

performance rebates based on products sold

tier-based pricing

Co-op funds (based on partner earnings)

Marketing development fund eligibilityMarketing funds available through distribution

Cross-track benefits

Early access to solutions methodologies

advantage Enterprise streaming subscription

For more information, see the requirements and benefits document for your region.

traCk bEnEFits

https://www.emc.com/auth/partnerportal.htm

https://www.emc.com/auth/rpage/emc-sp-req-ben.htm#!Overview


Performance Rebates (GAF)all solution providers are eligible for performance rebates, paid quarterly based on quarterly and annual product sales goals as determined in your goal attainment form (gaF) discussions with EMC. Many EMC products, software, and services are eligible for performance rebates. see rebates and incentives for more details to determine eligibility.

Co-op/MDF & Eligibilitygold and platinum solution providers are eligible to receive co-op and marketing development funds (MdF), key financial benefits for this partner track. these programs are joint marketing efforts between a business partner and EMC.

in the co-op program, business partners accrue co-op funds to use for promoting their own businesses while also promoting EMC’s products and solutions.

the MdF program provides certain business partners with funds for marketing activities to accelerate demand generation and build brand awareness. EMC allocates these funds based on pre-approved proposals for marketing activities that can produce a measurable return on investment. Eligibility for the MdF program does not guarantee that EMC will accept a business partner’s proposal.

gloBal financial servicesEMC provides eligible partners with financing solutions to enable accelerated business growth. Financing is provided through EMC’s asset Management and Financial solutions division, global Financial services (gFs) to increase sales revenue and profit margins, accelerate revenue and cash collection, overcome customer cost objections, and maintain the sales pipeline.

to quickly and easily calculate trade-ins and generate quotes:

• EMC Swap and Trade-In Calculator: Calculate credit value for customers interested in swapping out old, non-EMC technology or trading in their existing EMC equipment for the latest EMC solutions.

• EMC VSPEX Finance Quote Tool: Create a flexible customer finance quote for VspEX in seconds.

For more details on the Global Financial Services please see the Global Financial Services page on the Partner Portal.

traCk bEnEFits

https://www.emc.com/auth/rpage/emc-sp-req-ben.htm#!Rebates_and_Incentives

https://www.emc.com/auth/rpage/emc-sp-req-ben.htm#!Rebates_and_Incentives

https://www.emc.com/auth/rpage/emc-sp-req-ben.htm#!Global_Financial_Services


demo programthe demo program is designed to provide eligible solution providers as well as distributors in participating territories with the capability to build a lab to demonstrate EMC equipment to their customers. Eligible partners are able to acquire EMC products at deeply discounted rates across product families for the purposes of customer demonstration and internal training. partners also have the option to resell purchased demo equipment to their customers. at no additional cost EMC offers a virtual demo lab (vLab) for partners to utilize for customer demonstrations, and a virtual training lab (EsVL) for internal training.

For more details on the Demo Program and vLAB please see the Demo Program page on the Partner Portal.

cross-Border dealsEMC prefers local-to-local, in-country transactions, but we also understand that partners sometimes identify business opportunities that involve customers outside of their authorized sales territory. to cover these exceptional cases, EMC has a policy to facilitate collaboration with other EMC business partners in domestic and international markets, connect Value added resellers (Vars) with EMC distributors around the globe, and provide rewards. this offers advantages to both the originating business partner, who can provide greater flexibility and choice, and the in-country partner, who can gain greater sales opportunities.

a cross-border deal opportunity is when a local EMC business partner entity has agreed to deliver product to or perform services in any other country. such opportunities must be registered by the Channel partner. in return for this, the selling Var is eligible for credit toward goal attainment, and distributors involved in the deal may also receive credit. please review the Cross-border deal policy on the partner portal for additional rules and specifics of credits and pricing.

emc channel edigesta bi-weekly e-mail that provides dedicated news for EMC solution provider partners. the edigest is a key way to stay up-to-date on partner program, solution, event, and industry news. Subscribe here.

traCk bEnEFits

https://www.emc.com/auth/rpage/emc-sp-req-ben.htm#!Demo_Program

https://www.emc.com/auth/rcoll/partnerprograminfo/cross-border-deal-policy-emc-business-partners.pptx

https://www.emc.com/auth/rcoll/partnerprograminfo/cross-border-deal-policy-emc-business-partners.pptx

http://emcinformation.com/ch_mkt_sub


solution provider

traCk rEquirEMEnts

silver gold platinum

revenue threshold (of EMC products and services sold)

EMC technologies training

Converged infrastructure training

solutions Workshops

technology architect or data Center architect specialist certifications

technology architect expert certification

data science certifications

Cloud architect certification

implementation Engineer specialist certification

implementation Engineer expert certification

Marketing accreditation1


1 For direct silver partners the basic Marketing accreditation is required for MdF eligibility.

Each tier in the business partner program solution provider track has its own technical, solutions, marketing, services, and revenue requirements.

these requirements are designed to ensure that solution providers have the appropriate foundational knowledge and skills to meet their customers’ needs as they move up the tiers and offer more EMC products and solutions.

Each criterion requires a specific number of resources, credentials, and technologies. partners who do not meet these requirements by the compliance deadline risk moving down in tier status.

Partners who do not meet these requirements by the compliance deadline risk moving down in tier status.

traCk rEquirEMEnts

https://www.emc.com/auth/rpage/emc-sp-req-ben.htm#!Overview


revenuerevenue for achieving the threshold includes all new EMC hardware, software, and services bookings including pre-paid maintenance, syncplicity, pivotal, ELas, VCE (EMC only) and third party products. it excludes ECd, VMware, rsa, EMC brokerage, maintenance renewals, and time and materials.

trainingEMC provides training for all solution providers through the business partner academy. training requirements for individuals in each business partner organization differ by tier—partners must complete training in a minimum number of products to qualify for each tier.

Please see the Business Partner Academy.

Certificationsthe EMC proven professional program is a comprehensive program to develop and validate the skills required for business partners to plan, deploy, and manage their technology infrastructure. Certifications are required for deployment in specific technologies. individuals in the partner organization must achieve certifications in a minimum number of products to qualify for each tier.

the current and immediate previous versions of a certification count towards compliance for the EMC business partner program.

Architectbusiness partners who learn and validate their technology expertise and solution design skills achieve architect certification. the solutions design curriculum enables partners to gather, analyze, design, and propose a solution that fully leverages EMC solutions.

Systems Engineer & Salesthe sales and systems Engineer (sE) curriculum provides product- and solution-based training for individuals in solution provider businesses.

the EMC technologies program path includes resources like use cases, training modules, and sales tools to help partners understand how to position the product. the sales training helps partners learn how to have a high-level conversation about the product with customers and prospects. the sE training delves into the more technical side of the product and helps partners understand how to qualify a potential customer.

traCk rEquirEMEnts

https://education.emc.com/part/accreditation/


all partners complete the introductory (such as EMC messaging and best practices) and required product modules. partners also have the option of taking additional product modules that address specific EMC product lines in categories like big data, cloud, content management, security, data protection, virtualization, and storage.

the solutions Live Virtual Workshops guide solution providers in understanding EMC solution drivers, articulating their value, and building complete proposals to address customer challenges.

all sales and systems Engineer development and enablement resources are available on the business partner academy.

ServicesEMC’s proven professional certification program enables solution provider business partners to build the skills and capabilities to provide services that support the delivery of end-to-end EMC solutions.

there are two core paths to services enablement:

• Implement – Focuses on installation and configuration of EMC technologies for customer solutions and provides access to EMC global services tools.

• Support – Enables partners to provide customers with remote technical support using EMC proven support tools for remote and online support.

MarketingMarketing accreditation is available to and useful for all partners, and is required for platinum and gold tier partners (and for any silver tier partners who want to apply for marketing funds available through their distributor). the goal of marketing training and accreditation learning paths is to enable partners to use marketing tools to better drive their EMC business. these on-demand courses help partners understand it marketing essentials, technologies and strategies, analytics, and best practices.

traCk rEquirEMEnts


solution provider

solutions and sErviCEs

solution centerEMC requires that platinum level business partners create demonstration facilities to showcase EMC’s technologies. to ensure a thorough and consistent demo experience for our customers and prospects, we ask platinum partners to create a well-run hybrid cloud for their solutions center to demonstrate all required Cloud and File use cases. the solutions center may also offer solutions from across the EMC federation. EMC works closely with prospective and current platinum partners to design the solutions center and ensure successful implementation.

servicesplatinum and gold partners deliver the highest value to their customers by integrating services into their offerings. solution providers can choose to resell EMC services, or be

trained to deliver professional and customer services under their own brand. overall, partners authorized to deliver services receive greater benefits, profitability, and market differentiation than those that focus only reselling services.

EMC provides eligible partners with tools, methodologies, training and certification, and support from other EMC partners.

platinum and gold partners are required to have implementation service delivery capabilities across different technologies that vary by tier, region, and country and reflect a partner’s commitment to services and solution sales and delivery.

partners wanting to sell complete solutions while minimizing their total investment can resell a broad range of service offerings from EMC global services. this enhances their solution portfolio and provides their customers with quality

solutions are at the core of the solution provider track. therefore, business partners are required to have advanced capabilities to drive solutions based on EMC technologies and services.

Various EMC solutions are available for business partners at any level, but EMC requires that our platinum and gold business partners hold credentials for these solutions. For details about current solutions, see the solution provider page on the business partner academy. to earn a solutions credential, business partners must complete sales or systems Engineer (sE) credential, complete a solutions workshop, and pass the workshop exam.

soLutions and sErViCEs

https://education.emc.com/part/accreditation/solution_provider.aspx


services options. partners are able to add services delivery capabilities to their portfolio as demand for solutions increases. Visit the services offering index or the services portfolio deck.

these partners take advantage of EMC’s expertise in positioning, demonstrating, scoping, and designing customer solutions through technical pre-sales support and comprehensive services sales training. EMC also provides online tools and resources to support partners throughout the sales process and help them win more deals.

partner-delivered servicespartners have the option of increasing revenue by partnering with EMC and becoming a trusted advisor to their customers. EMC global services provides partners with training and certification to build skills and capabilities in a range of foundational and advanced technology-specific services.

For more information, see the Services Offering index.

soLutions and sErViCEs

https://www.emc.com/auth/service-offering-index.htm

https://www.emc.com/auth/rcoll/partnerprograminfo/services-partner-portfolio.pptx

https://www.emc.com/auth/rcoll/partnerprograminfo/services-partner-portfolio.pptx

https://www.emc.com/auth/service-offering-index.htm


CLoud sErViCE proVidEr traCk

Key topics

Cloud sErviCE providEr traCk


cloud service provider

traCk ovErviEW

value of Bpp to csp and customer

With the focus on providing market-relevant, best-in-class cloud products and solutions to meet your customers’ needs and to differentiate your offerings in the marketplace, EMC’s business partner program puts business partners at the leading edge of solutions-as-a-service.

the EMC business partner program for Cloud service providers supports your business with training, marketing and sales resources, and other benefits to help you generate demand for your solutions built on EMC infrastructure, and positions your company to address your customers’ cloud and off-premises workload challenges.

the EMC business partner program for Cloud service providers provides EMC powered solutions to meet your customer’s current and future needs by enabling you to build your cloud solutions on EMC infrastructure. this track of the EMC business partner program is designed to help you gain a competitive edge by building new revenue streams, accelerating time-to-service, and extending your marketing and sales resources.

business partners must meet specific requirements for each tier (silver, gold, or platinum). the program requirements, combined with EMC support and resources, ensure that you have the knowledge and training to adopt a new service development process to grow your business and differentiate your cloud offerings in the marketplace.

traCk oVErViEW

Partners must meet specific revenue and technology foundation requirements for each tier.


tracK tiers – What they meantier level for business partners is based on achieving certain milestones. tier requirements ensure that business partners have the knowledge and training to design and sell cloud solutions, powered by EMC. Cloud service providers receive benefits based on tier, and have the opportunity to receive increased value from the program as they reach higher level tiers.

there are three tiers for Cloud service providers: silver, gold, and platinum. business partners must meet specific revenue and market reach requirements for each tier.

• Silver: partners with foundational knowledge to sell and market cloud products and services powered by EMC technology.

• Gold: partners with advanced knowledge to sell and market cloud products and services powered by EMC technology.

• Platinum: Exclusive level for industry leaders with knowledge to sell and market cloud products and services powered by EMC technology.

progressing to higher level tiersbusiness partners progress to higher levels by meeting sell-in revenue commitments, training, and customer success story goals for each tier.

compliancebusiness partners must comply with program requirements annually to maintain tier status and have the opportunity to move up in tier status.

• the compliance period for revenue is bookings January 1 – december 31.

• the compliance period for non-revenue requirements, including pos reports, customer success stories, and joint marketing plans is november 30.

The compliance period for revenue bookings is from January 1 – December 31.

traCk oVErViEW



traCk BEnEfitsbenefits for Cloud service providers increase as tier level increases.

Eligible Cloud service providers have access to sales and enablement support, marketing development funds (MdF), and resources and tools such as the business partner academy, EMC powered branding.

overvieW matrix – Benefits By tier

traCk bEnEFits


Market development Funds (proposal based)1

solutions service delivery kits

training discounts2

sales and Enablement support

EMC direct sales Compensation

EMC powered branding

Cloud partner Connect Consideration

access to pM/Engineering Leadership

Compensation uplift for EMC direct sales

Executive sponsor

assigned Marketing resources


1 MdF granted under another track within bpp can be utilized within the Csp track (cross-track benefit). 2 training credits earned under another track can be credited to the Csp track.

https://www.emc.com/auth/rcoll/partnerprograminfo/csp-benefits-requirements.pdf%20


financial BenefitsMDF & EligibilityCloud service providers are eligible to receive marketing development funds (MdF), which represent a joint marketing effort between a business partner and EMC.

the program provides certain business partners funds for marketing activities to accelerate demand generation and build brand awareness. EMC allocates these funds based on pre-approved proposals for marketing activities that can produce measurable return on investment. Eligibility for the MdF program does not guarantee that EMC will accept a business partner’s proposal.

Compensation UpliftEMC gives our field sale team incentives to work with our Cloud service provider partners, to ensure that EMC is not competing with our business partners. sales representatives receive compensation for selling off-premises solutions offered by our Cloud service provider business partners.

csp marKeting programs and toolsEMC offers marketing tools to enable Cloud service provider partners to differentiate their solution in the marketplace and to build awareness of their services. EMC offers best-in-class marketing support, such as EMC powered branding and search tools, to enable EMC sales teams and end customers to find and work with Cloud service provider partners to solve their cloud challenges.

EMC Powered BrandingEMC created the EMC powered brand for Cloud service provider partners to highlight your cloud solutions that contain genuine EMC hardware and software. When you use this branding in marketing and sales materials, it builds awareness of the quality, reliability, and compatibility of your infrastructure to ensure your customers of the value and difference of your solution.

traCk bEnEFits


Field Marketing ResourcesFor gold and platinum Cloud service provider partners who have marketing personnel dedicated to working with EMC powered Cloud service provider solutions, EMC provides access to multiple marketing resources. this includes leveraging EMC corporate marketing initiatives and campaigns, access to EMC branding and logos for joint branding, sponsorship opportunities at EMC World, EMC Forums, and other corporate events, and concierge marketing services that enable partners to access services from EMC approved marketing agencies.

For more information on marketing resources, visit the partner Marketing Center.

business partners work with their partner marketing team to determine the relevant resources and campaigns for bringing EMC powered cloud-based solutions to market.

Joint Marketing Planthe joint marketing plan is how EMC helps Cloud service provider partners create integrated marketing campaigns to sell solutions powered by EMC products. business partners that have a complete business plan work with their EMC marketing manager to create a go-to-market strategy for cloud service offerings. the joint marketing plan includes a timeline, list of marketing vehicles, budget and anticipated investment from partner and EMC, and an outline of the desired results.

business partners are only eligible to apply for marketing development funds (MdF) once they have created a joint marketing plan.

EMC.com and Partner FinderCloud service provider partners get visibility with EMC customers and others looking to work with EMC business partners. End users are able to access Cloud service provider partners’ information pages on the EMC website and to use the partner Finder search tool. both options provide end users with ways to learn about your solutions and identify the business partner offering the optimum mix of services to meet their needs.

csp sales programs and toolsin addition to marketing support, EMC provides sales support to provide Cloud service providers with sales leads, connect them with other EMC business partners, and build awareness with EMC sales teams.

Cloud Partner ConnectCloud partner Connect connects participating Cloud service providers with solution provider business partners that are interested in selling cloud offerings. this benefits Cloud service provider partners by opening access to a broader market, and it benefits solution provider partners by allowing them to offer expanded services to their customers without capital investment.

traCk bEnEFits

https://www.emc.com/auth/rpage/marketing-center.htm

http://www.emc.com/partnerships/service-providers/index.htm

http://emc.force.com/PartnerFinder

https://www.emc.com/auth/rpage/resell-emc-cloud-services.htm


EMC Cloud Playbookthe EMC sales playbook enables the EMC sales team to pull in the right Csp partner to meet that customer’s needs. off-premise sales plays are included within the playbooks to highlight our partner’s solutions. these plays describe the overall off-premise value proposition, qualifying questions, best practices, and sales and technical resources to help accelerate joint business with our Csp partners.

Sales Communications & TrainingsEMC uses newsletters and internal websites to help our core EMC sales teams understand our Cloud service providers and the markets they serve, to engage their customers and sell Cloud service provider partner services.

in addition, sales representatives take sales training each quarter to learn about Cloud services providers and the state of the market. this builds a strong foundation for our sales force in selling solutions offered by our business partners and helping their customers to move to a hybrid cloud model.

CSP Search toolEMC provides its internal sales teams, distributor partners, and reseller partners with a search tool to find the best Cloud service provider to meet their customers’ needs. sales teams and EMC partners search by information about the Cloud service provider including EMC infrastructure used in the solution, service type, geographical availability, data center location, industries served, and EMC business partner program tier.

CSP Accelerate ServicesEMC has a portfolio of pre-sales services designed to assist customers in determining how to move more workloads to your EMC powered infrastructure. accelerate services are sold to end-customers and delivered by EMC to inventory their application environment and provide advice on off-premise application suitability.

this enables Cloud service provider partners to drive additional cross sales, and generate even greater consumption of their EMC powered offerings.

dedicated resourcesplatinum-level cloud service provider partners are provided with a dedicated marketing contact at EMC. this resource works with the business partner’s marketing team to assist in go-to-market activities.

traCk bEnEFits

https://www.emc.com/auth/playbooks/cloud-service-provider/become-a-cloud-service-provider.htm



traCk rEquirEMEnts


revenue threshold (of EMC products and services sold)1

submission of pos report2

assigned alliance Manager

annual business plan

Customer success stories

For MdF Consideration

assigned Marketing Manager

partner Marketing academy

Joint annual Marketing plan

For more information, see the requirements and benefits document.

1 annual revenue is for full year track participation; revenue target is pro-rated, based on # of months in program; only sell-in revenue from Csp track counts toward goal attainment.

2 ability to pay EMC direct sales on Csp sell-out activity is tied to pos report submission by Csp.

Partners who do not meet these requirements by the compliance deadline risk moving down in tier status.

traCk rEquirEMEnts

Each tier in the business partner Cloud service provider track has its own revenue, business, and marketing requirements. these requirements are designed to ensure that Cloud service providers have the appropriate knowledge and tools to meet their customers’ needs as they move up the tiers. partners who do not meet these requirements by the compliance deadline risk moving down in tier status.

https://www.emc.com/auth/rcoll/partnerprograminfo/csp-benefits-requirements.pdf


revenuesell-in revenue is the amount of hardware and software EMC sells to a business partner. the purpose of this infrastructure is to build or expand a cloud services platform on which to host EMC powered services. these services will then be marketed and sold to a Cloud service provider’s end customers. to participate in the Cloud service provider track, a business partner must meet minimum sell-in commitments for their tier every year.

Business planto ensure that our Cloud service provider partners have the best chance for success, EMC requires them to create an annual business plan. Working with your account manager, you create a plan to drive your EMC powered business forward.

point of sale reporting EMC requires Cloud service provider business partners to create a monthly point of sale (pos) report. this enables EMC to credit EMC sales representative for any activity with the Cloud service provider and compensate the representative after the sale. this is to encourage the EMC sales team to work closely with our Cloud service providers to provide solutions for their customers.

Joint marKeting planto be eligible for marketing development funds, EMC requires Cloud service providers to develop a joint marketing plan with EMC. you work with your marketing manager to identify how EMC can assist in your go-to-market strategy for your solutions-as-a-service offerings.

traCk rEquirEMEnts

https://www.emc.com/auth/rcoll/salesguide/emc_sp_pos_report.xlsx


trainingBusiness Partner AcademyEMC provides optional, self-paced, on-demand training for Cloud service providers through the business partner academy. training available for individuals in each business partner organization differs by partner tier.

Marketing Academythe goal of marketing training and accreditation learning paths is to enable Cloud service providers to use marketing tools to better drive their EMC powered solutions business. Marketing accreditation is available to and useful for all partners, and is required for any business partner interested in submitting a proposal for MdF consideration.

Success StoriesEMC requires that Cloud service providers share written or video success stories about how their EMC powered services helped customers solve their challenges. requirements differ by tier and partners must submit the required number of success stories to be eligible for marketing development funds (MdF).

traCk rEquirEMEnts



onBoardingthe onboarding process enables Cloud service providers to get up to speed quickly with the available sales and marketing tools and to begin their relationship with EMC. We work with each new partner to walk through the process and ensure alignment with the right partners inside EMC.


processthe following is a high-level example of the process involved in becoming a Cloud service provider partner in the EMC business partner program.

• sign the contract

• Complete the application

• receive welcome letter

• submit information for internal databases – service offering Catalog template – Marketing template

• Maintain your partner profile and Contacts information

• new partner Education – high level overview of program

– point of sale reporting

– offer development and training opportunities

– participate

– next steps

For more information on the onboarding process please see our page on Completing Entry into the EMC Cloud service provider track.

csp enaBlement servicesEMC global services has a portfolio of services that support Cloud service providers in developing and executing their Xaas strategies. these services help Cloud service provider business partners build out their Xaas strategies, implement and deploy EMC technologies, and manage their infrastructure, all the while providing them with award winning support.

cross tracK selling resourcessolution provider business partners who are also Cloud service providers can leverage sales resources between the tracks, including the EMC Cloud playbook. these partners are also eligible to use benefits from one track to support business activities in another track, including:

• business partner academy training

• Marketing academy training and accreditation

• Cross-track use of funds to support business development

• Cloud partner Connect for partners to resell offerings from selected EMC Cloud service provider partners

https://www.emc.com/auth/rpage/update-your-partner-profile-and-contacts.htm

https://www.emc.com/auth/rpage/completing-entry-emc-csp-track.htm


rEsourCEs

rEsourCEs

Key topics


rEsourCEspartner portal EMC.com

global partner summit

gLobaL partnEr suMMit

partnEr portaL

EMC.CoM

https://www.emc.com/auth/partnerportal.htm

http://www.emc.com

http://www.emcworld.com/gps.htm


appEndiX

appEndix

Key topics


appendix

hoW to EngagE With EMC & othEr partnErshoW to engage With emcEMC Partner News AppFocus your news with this customizable app newsfeed With the EMC partner news app, you receive a newsfeed specific to your partner track that you can quickly customize by region, technology focus, your role, and your interests. Want promotions and incentives for a specific product in a certain region? you can do that. Want only technical information? you can do that, too. download EMC partner news app from apple itunes or googleplay.

EMC on Twitter Join the Conversation @EMCpartners keep up with the latest, real-time industry news, EMC updates, event information, and more, with @EMCpartners on twitter.

EMC Community Network (ECN)Find content, contacts, conversation, and support within the community When you join the EMC Community network (ECn) you can actively engage with more than 250,000 members and 130,000 discussions, videos, documents, and more. additionally, you’ll find services information and support and resources for products and solutions such as VspEX, VnX, and Vipr, to name just a few.

hoW to engage With other partners Partner Finder Leverage the power of emc.com to get leads When you create a profile for the partner Finder on emc.com, you build your brand, market your EMC value to thousands, drive EMC prospects to your website, and get direct leads. up to 100,000 unique visitors hit emc.com each day—and a link to partner Finder appears on product pages across the site. get in the partner Finder by creating a profile on EMC partner Central.

Cloud Partner Connect Diversify your customer offerings without the investment When you leverage the power of Cloud partner Connect you can immediately expand your ability to provide exactly what your customer is looking for. the Cloud partner Connect program connects participating Cloud service providers with solution provider business partners that are interested in selling cloud offerings. this benefits Cloud service provider partners by opening access to a broader

hoW to EngagE With EMC & othEr partnErs

www.emc.com/emcpartnernews

https://twitter.com/EMCpartners

community.emc.com/community/partner

http://partnercentral.emc.com/

https://www.emc.com/auth/rpage/resell-emc-cloud-services.htm


appendix

ovErviEW of Co-op & Mdfaligning co-op and mdf activities one of the challenges of the Co-op and MdF programs are the differences in eligible activities: an activity that’s eligible for Co-op is not always eligible for MdF. to make this easier, we’ve aligned most activities for all event types. For example, there is now no difference between Co-op and MdF for event activities including: a/V, booth rental, and venue.

simplifying and consolidating categories and activities as a whole, there are a smaller number of activities, as well as in the categories in which the activities are included. this makes it easier to manage your Co-op and/or MdF activities. For example, we’ve consolidated “demand generation” and “Lead generation” into a single category called “Eu – demand generation and Conversion.”

simplifying roi measurement We require the submission of Lead metrics for all demand and Lead activities, for both Co-op and MdF, but we’ve dropped the requirement for performance metrics for all benefit types. this adds simplicity while narrowing our focus to activities that provide real roi.

adding federation support recognizing that more and more partners are taking advantage of the full EMC federation, and now sell solutions from across the federation, EMC federation events are eligible for sponsorship. in addition, federation-focused activities are eligible for reimbursement.

For more information on Co-op and MDF Benefits, please see our Frequently Asked Questions.

oVErViEW oF Co-op & MdF

https://www.emc.com/auth/rcoll/partnerprograminfo/co-op_and_mdf_faq_amers.emea.pdf


appendix

Branding With thE EMC BusinEss partnEr prograMthe emc Business partner Brandthe EMC business partner brand showcases the power that comes from working together. by creating a consistent brand, we can ensure that EMC business partner brand messages will immediately engage our customers. the EMC business partner brand is competent, focused, competitive, courageous, and strong. Effective branding will express the value of our partnership and communicate that value to customers. it shows that together, we can do anything.

elements of the Brand a set of consistent elements within the EMC business partner brand creates a cohesive look and feel. this emphasizes our connectivity, inclusion, and collaboration and the power of possibility. this includes:

• Imagery: high quality, simple images with a bold, confident, and contemporary style suggesting the positive nature of partnership.

• Color: a distinctive, simple color palette defines the EMC business partner brand. EMC blue and gray are the primary brand colors.

• Typography: Meta is the primary typeface, with Meta Light for headlines, sub headlines and callouts. Meta normal should be used for body copy and lower level headings.

• Logos: the value of being an EMC business partner is reinforced for your customers when you use the EMC business partner logos. track badges and tier badges should be used when appropriate for greater specificity. always use the logo that ensures the greatest visibility.

• Voice: inclusive, benefit focused, motivational and strong; that of a champion or coach.

tools to help you Brand effectively EMC offers several tools to help use our business partner brand effectively:

• pre-designed templates that can be downloaded and customized with your own logo and messaging

• a complete set of EMC brand guidelines for EMC-led assets

• a complete set of EMC partner brand guidelines for EMC partner assets

• a complete set of brand guidelines for the EMC business partner brand

Maintaining consistency across look and feel ensures that the EMC business partner brand is easily and immediately recognized around the world. it promotes how our partnership connects your business—and your customers’ business—to the future.

branding With thE EMC businEss partnEr prograM

BUSINESSPARTNER

EMC BLUErgb: 44 | 149 | 221CMyk: 73 | 31 | 0 | 0hEX: #2C95ddpMs: 279

https://www.emc.com/auth/rpage/marketing-center.htm#!Customize_Campaigns

brand.emc.com

http://brand.emc.com/partner-branding/

http://brand.emc.com/partner-branding/




appendix

ExplorE our fEdEration partnEr prograMs

EXpLorE our FEdEration partnEr prograMs

please click logos for links.

http://pivotal.io/partners

http://www.emc.com/partnerships/rsa-partners/securworld-channel-partner-program.htm

www.vce.com/partners

http://www.vmware.com/partners


appendix

EMC aCronyMsBDF business development Fund

BPP business partner program

BYOD bring your own device

CIO Chief information officer

CSP Cloud service provider

Disty distributor/distribution

DMR direct Market reseller

EVP EMC, VMware, VCE, pivotal also known as the Federation

EC Enterprise Content

GAF global achievement Form

HSP hosting services provider

HW hard Ware

IaaS infrastructure as a service

IHV independent hardware Vendor

ISV independent software Vendor

ITaaS it as a service

LOB Line of business (usually refers to a set of one or more highly related products which service a particular customer transaction or business need)

MDF Marketing development Fund

MSP Managed service provider

OEM original Equipment Manufacturer

PA prior authorization

PaaS platform as a service

SaaS software as a service

SI system integrator

SMB small and Medium businesses

SOA service oriented architecture

SP solution provider

SW soft Ware

UCaaS unified Communications as a service

VAR Value added re-seller

VDI Virtual desktop infrastructure

VoIP Voice over ip (internet protocol)

VPN Virtual private network

XaaS something as a service

EMC aCronyMs

Documents

Learn More about the EMC Business Partner Program