Avaya outlines channel value
Avaya last week revealed a number of additons to its channel programme to its top partners in EMEA, as it outlined its strategy for growth across the region for 2012.
The vendor played host to more than 200 Avaya Connect partners at its annual Business Partner Executive Summit in Berlin, where Avaya lifted the lid on some new features to the programme.
Included is a new designation, ‘Partner in Customer Excellence’, which rewards companies who achieve significantly higher scores in their customer satisfaction surveys. Customer satisfaction is now a critical element in determining partner level status, says the firm, and the new designation recognises those that go “above and beyond”.
The vendor also launched a partner benchmarking tool to help VARs identify how they compare against both competitors and industry averages. The tool will deliver personalised reports to partners, and offer opportunities to bolster their position through training.
Elsewhere it is rolling out Avaya OneSource, a global consolidation of tools, pricing and operational processes into one workflow, which the firm says will reach partners through FY 2012. In addition, the firm said it was rolling out of the Multinational Channel Deal initiative across EMEA, which is designed to help partners respond to pan-European deals without the need to invest heavily in new markets.
Jan Lawford, senior director, EMEA channels, Avaya said: “We expect the highest of standards from our partners but, in return, we give them the same. Partners with genuine expertise deliver more value to our customers and to our business. Those who are committed to improving their knowledge of the Avaya portfolio will be rewarded. We will reward them for the percentage of the Avaya portfolio they sell, the value of new customer wins and customer growth opportunities.”
Jeremy Butt, VP, worldwide channels, Avaya (pictured) added the company was “removing obstacles and improving accessibility; making it easier for the best and the brightest to do business with us...we remain committed to educating and authorising partners who share our passion and vision. With commitment of this level on both sides I’m sure that the year ahead will be our best yet.”
Speaking at the event, Lawford told partners how the company’s services business is vital to its success across EMEA. She maintainted a growing requirement for professional and managed services reinforced the value of the company’s offering. Products and one time services grew year-on-year by three percent in 2012.
There was plenty of talk of innovation at the conference, with Joel Hackney, senior vice president for global sales and marketing revealing Avaya had released 60 new products in the last year. He told partners: “Avaya is not the old traditional telecom company. It’s the new Avaya...It’s a new world.”
He went on to say that the firm was “re-wiring the company and its sales processes around value selling” with a focus on business value rather than product names. “Solution capacity and selling capacity are both key focuses in 2012.”
He explained: “Solution selling is required to stay relevant. If you don’t move you may survive for a quarter, but your business will not survive.”
Fianlly, as a member of the Alliance for Grey Market and Counterfeit Abatement (AGMA) Jeremy Butt detailed how Avaya is attempting to stamp out grey market activity. According to Butt, Avaya has put in place a full-time analysis team to monitor the market for grey market activity, which has resulted in its issuing 31 Cease and Desist orders for trademark, copyright, intellectual and property infringement during the last 12 months.
It has also deauthorised six partners involved in grey market activity across EMEA and issued 11 warnings for grey market activity.
