Brocade Tweaks Its Channel Program to Boost Partners’ Tech Expertise

by: Nichole Gunn January 20, 2011

Aware of the new technology trends such as virtualization, network convergence, and cloud computing, networking consultancy group Brocade announced that it has enhanced its Brocade Alliance Partner Network to reflect these new trends.

Information is the new revenue, and Brocade now rewards its partners for their “investment in information technologies such as cloud computing, network convergence and virtualization.”

Cloud computing is rising sharply in the tech industry, and companies need to tweak existing channel rewards programs to keep up with the shifts, otherwise, they will not be able to achieve a significant market share.

Brocade is moving to provide better support for its partners’ efforts to help customers transition into the new network convergence. The company implemented incentives to reward partners who build their ‘new technology’ knowledge. The program tools will also help partners to become valuable advisors to their customers.

These tweaks to its partner channel program are meant to afford all partners a chance to grow through networking expertise: “partners will be able to increase their level of partnership and receive benefits by achieving certifications and accreditations, as well as by demonstrating convergence-based technology expertise.”

Partners in the program are noting the improvements, "We need to continually balance investing in staff training while increasing profitability,” explained executive vice president at Artemis Technology Nigel Lambert. “The implementation of the new Brocade APN program features will help us to grow our expertise in emerging technologies, like convergence and cloud, and will provide us with the framework necessary to be successful in a competitive market.

While the program is still in the beginning stages, it demonstrates the effectiveness channel incentives have on boosting emerging markets. It is believed the new Brocade “program will contribute to specialization and expertise across tech industries.”


About Nichole Gunn

Nichole Gunn is the VP of Marketing at Incentive Solutions, an Atlanta-based incentive company that delivers advanced, agile B2B customer loyalty and channel sales incentives programs.