D-Link’s VIP Partner Program now stands for more more than “Value in Partnership,” as D-Link has overhauled the program and upgraded it to VIP+ status. With it comes a new partner portal, new training and streamlined operations with D-Link. I spoke to Steve Ryan, D-Link’s director of North American Channel Programs, about the big changes. Read on for the details …

Ryan called the changes to the VIP Partner Program “major enhancements,” and it’s a fair assessment. D-Link’s first improvement was ensuring partners get at D-Link’s portfolio as quickly and easily as possible. That’s why the partner portal was completely redesigned for a more streamlined, almost “shopping-like” experience. The redesign, he said, allows VARs “access to what they need in one or two clicks, making sure they can get in and out … and do it in a more visually appealing way.”

Also, he said, D-Link “changed out the back-end,” and added a new easy claims process. All a VAR needs to do is punch in an invoice number, add the product and quantity of each item sold, and D-Link’s system will automatically link the claim. Partners also now receive reloadable Visa cards for rebates, rewards and more.

In addition, partners gain access to a new campaign tool designed to help VARs build out customized marketing campaign materials that can include the partner’s logo. There’s also a CRM tool available for partners. And, Ryan said, all of it is free of charge.

The whole thing launches Feb. 7, 2012, but the program overhaul has been in the works for a while. “We’ve been working on it since about June 2011, with most of the work done in October. [Now] we’re building it out and having it ready [for the launch],” which in Europe will be about three weeks after the North American launch, Ryan said.

Ryan also spoke about the partner program in general, including D-Link’s promise to offer margin-rich technology “with lots of profitability built-in.” He also mentioned D-Link’s bounty program. which he explained thusly:

“When partners register a deal with D-Link, if they lose the deal to a competitor, we’ll still pay them up to 3 percent of the MSRP value of the deal, though there’s some conditions. If they bring us into a deal early, [we're confident] we’ll win it together. It’s something no other networking manufacturer does [and] we’re proud of it.”

Bottom line for D-Link and Ryan? “We’re very much focusing on the ease of doing business. We’re going to continue to talk to our partners, gather feedback and prioritize based on what partners are telling us.” He added that D-Link is looking to “continually evolve” as channel partners needs change over time.

Ready to sign up? Check out D-Link’s partner portal here.

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