“It’s recognizing who are your top partners and getting closer with them through information. “With the new Partner Portal, it increase our ability to have the right conversations with the partners who are really leaning in with VMware,” Cooper told CRN. Additionally, VMware said it will balance rewards for partners, with slightly more emphasis on those providing superior professional capabilities. To do that the company recently unveiled huge changes to its partner ecosystem, introducing new categories that better align its partner program with how its partners go to market. Broadcom CEO Hock Tan has said repeatedly that the company plans to embrace the channel.Ĭooper told CRN that VMware remains committed to creating an experience that rewards partners with an expertise in VMware commensurately with those partners who move large volumes of its products. VMware’s channel is under intense scrutiny as partners have been outspoken about their concerns around Broadcom, which has historically disregarded small and midsize customers as part of its profitability strategy when acquiring software companies. The upheaval has thrust Vice President and Head of VMware’s Worldwide Partner and Commercial Organization Ricky Cooper in the role of “channel chief,” the conduit between the virtualization leader and its massive ecosystem of partners around the globe. In the four months since Broadcom said it would plunk down $61 billion to buy VMware, two of the company’s top channel executives have departed - with Bill Swales and Sandy Hogan taking roles at other companies.
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