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Intel Security raises requirements in partner program

Channel StrategyIntel Security

LAS VEGAS – Intel Security’s partner program has entered the next phase of the revamp begun earlier this year, and it involves higher expectations.

The changes, announced here at the Partner Summit at the Focus user conference, raise the revenue requirements for Platinum partners, and for the first time introduce revenue requirements for Gold members.

Lisa Matherly

Lisa Matherly

Lisa Matherly, vice president of worldwide partner programs, marketing and operations, said that in addition, there will be training requirements attached to the top tiers, as well as requirements for a minimum number of certified specialists in core areas. Exact details of the changes will be announced later.

Partners will have all of 2016 to meet the new requirements.

Along with the new criteria for top tiers come new benefits. Intel Security will provide reference architectures and design guides for technical sales, service and support. An upgraded training dashboard will allow partners to monitor their staffs’ progress in achieving the necessary certifications.

The company will have a new pricing and discounting strategy too. Rebates will continue to be directed to Platinum partners. Intel Security Awards, which provide incentives to solution provider ownership and sales reps, will only be available to Platinum and Gold partners. Platinum partners will be eligible for performance rewards, and Gold partners will gain access to deal registration and teaming.

Matherly said that the company will invest more in MDF and marketing efforts, including social promotions. This week, it is launching a campaign called Delayed Reactions, aimed at CISOs. She said that campaign kits will be made available to partners, including social content that can be enhanced with the partner’s message.

Richard Steranka

Richard Steranka

“To launch the new business strategy, we need to align partner programs,” said Richard Steranka, global channel chief, explaining that the changes moved the company from several complex programs to a single unified one. He said that Intel Security is still defining the accreditations required for each level (they will be announced on January 1, 2016), but could say that Platinum partners will be required to be certified on multiple services. To protect existing partner investments, current  training credits will be protected until April 1, 2017.

The marketing emphasis will move to identifying personas, such as HR personnel or sales, to market to. “We want to speak to each one on his own terms,” he explained. “We want to translate this into programs and tools that partners can use to create demand.”