The VAR Guy

Scale Computing has revised its channel partner program to focus its efforts on helping its VARs make healthy margins with “zero conflict” with other channel partners — the second company in as many days to announce such a program. That’s obviously great news for the channel, but what gives, and why now? Read on for some perspective …

First, a quick refresher: Scale Computing’s technology allows for storage to be scaled and expanded for virtual servers more efficiently, and is combined with Scale Computing’s ICOS, or Intelligent Clustered Operating System. ICOS allows for a “pay as you grow” model the company says is both cost-effective and easy to manage, for VARs and customers alike.

The new partner program includes four tiers: Preferred (the highest), Select, Choice and Engaged (the lowest). As with other programs, Scale Computing offers a partner portal complete with training and partner registration, marketing resources and blueprints for sales campaigns and lead generation, depending on the level of partnership.

Scale Computing’s VP of Marketing and Business Peter Fuller answered some questions about Scale Computing’s new partner program. I asked him point-blank, what exactly makes Scale’s program different, and how can the company promise zero partner conflict?

For starters, he said, partners have “30 percent margin to work with,” since Scale’s technology runs on standard Intel hardware. And regarding conflict, Fuller simply stated that its deal registration program is working well. “I can’t remember the last time we had an issue, but if one occurs, Scale does what it needs to do to make sure both parties are adequately taken care of,” he said.

Plus, the company has implemented a marketing program for its partners, better enabling them to see a return on the investments they make. “This year, we’ve opened up our corporate marketing programs to our channel partners,” he said. “This strategy lets our partners leverage the expert marketers I have on my team more fully.”

Fuller believes Scale, which already has 350 partners, will be able to increase to more than 600 partners by the end of the year. “We have VARs coming to us, which is a really good sign. I guess word is out that we don’t steal deals or customers,” he said, adding Scale Computing is emphasizing quality over quantity by recruiting VARs who are actively selling.

Scale Computing’s program is the second one in as many days that focuses on ensuring its partners make a decent margin despite increased competition. It’s interesting that both companies — Scale Computing and Certeon — are both second-tier vendors; I’d be hard-pressed to remember a top-line vendor ever making such a deep commitment to its channel partners, including awarding double-digit margins even when a registered sale is lost to another channel partner.

So maybe the lesson here is this: Name recognition doesn’t always guarantee a decent paycheck. The best VARs sell solutions, not brands, so shouldn’t these companies that offer decent technology and decent margins deserve a second look?

Sign up for The VAR Guy’s Weekly Newsletter, Webcasts and Resource Center. Follow The VAR Guy via RSS, Facebook and Twitter. Follow experts at VARtweet. Read The VAR Guy’s editorial disclosures here.

Read More About This Topic

• Related posts are coming soon