Microsoft revamps partner program with focus on 13 competencies
By Staff -- Manufacturing Business Technology, 4/1/2006 7:00:00 AM
Without a direct sales force, perhaps it's not surprising that Microsoft excels at channel partnerships. "It's pretty important to Microsoft," says Sherle Webb-Robins, general manager of Microsoft partner program strategy and architecture. "We have 640,000 partners. It's the way we reach our customers. It's in the DNA of the company."
That's a good indication as to why Microsoft topped Framingham, Mass.-based IDC's channel program survey of 25 leading software vendors for the second year in a row. The IDC assessment focused on partner management, networks, and enablement. Microsoft earned its position in the "leadership" quadrant for executing a completely reengineered Partner Program that began in 2004, which emphasizes "competencies."
Other vendors making it to the lead include IBM, Progress, Oracle, CA, Novell, BEA Systems, and Sun Microsystems.
"The competency component allows Microsoft to position strategies with partners around their value in addressing customer business issues," says Paul Edwards, IDC director for software channel strategies. "Now more than ever, it's not just about technology, but about how that technology will address business issues."
Microsoft revamped its program to focus on 13 competencies, with most areas focusing on specific solutions, and some addressing partner type, such as developers and ISVs.
Microsoft's program is segmented in three tiers: Registered, Certified, and Gold. All partners must re-register annually. The Certified level requires certification with one competency; Gold requires a minimum of two, supported by endorsement of three customers.
"In many cases, Microsoft over-delivers on promises," says Edwards. "Partners aren't maximizing all of what is available. They need to confirm that everything they offer is being utilized and maximized with outcomes that will ensure stronger relationships."
Channel Builder, one of the new components of Microsoft's partner-enablement effort, addresses this. "Channel Builder allows our partners to augment the total solution to the customer, or expand into another geographic area," says Webb-Robins. "It is a tool for building out their own networks with other partners."
Of the seven other software vendors in the leadership quadrant, IBM tracked closest to Microsoft's top standing.
"The biggest thing with IBM is integrating ISVs within the overall structure of its PartnerWorld program," Edwards says. "This is the final step in bringing everything together under one program roof."
IBM's three-tier program is focusing much of its efforts on partner enablement, including technical support, training, certification—and marketing. The integration of the PartnerWorld program—which originally included consultants/system integrations and resellers—with ISVs seeks to better link corporate initiatives and partners to drive desired outcomes.
