NetApp’s new modernized Distribution Partner Program

NetApp highly values its Distribution Partners. They play a crucial role in scaling our business and enhancing the capabilities of our Partners. By providing Partners with the training, enablement, marketing, and other resources they need, Distributors serve as a valuable support system. This collaborative effort helps our Partners succeed, which, in turn, helps us achieve our mutual goals. Together, we’re working toward modernizing customer infrastructure; expanding into new workloads; winning new customers; and growing and accelerating new market motions like artificial intelligence (AI), software as a service (SaaS), and cloud consumption.

To further our goals, we just introduced our new global Distribution Partner Program, designed to equip both Distributors and the Partners they manage for success. By collaborating with our Distribution Partners, we have designed a Program that aims to align with the Partner Sphere principles of simplification, transformation, differentiation, and acceleration. It also empowers Partners to collaborate, to co-sell, and to provide superior customer value.

Program simplification

Program membership requirements have been dramatically simplified, focusing primarily on training and enablement. Meeting clear and auditable training requirements helps Distributors successfully support their business and their Partners.

Differentiation opportunities

NetApp recommends that Distributors attain Solution Competencies and Services Certified tracks to differentiate and enhance their value proposition and to help them effectively execute sales and service. Distribution Managed Partners look to Distributors for guidance and assistance in registering for and in completing the required training to attain Solution Competencies and/or Services Certified status themselves.

Measurable performance assessment

To confirm that they are operating at the appropriate level, Distribution Partners can regularly track their progress by using Partner Intelligence tools. NetApp implemented an annual audit and quarterly checks to assess performance so that Distribution Partners can continue to receive Market Development Funds and Incentives.

Predictable and consistent Incentives

The FY25 Distribution Partner Program offers a set of Incentives that reward Distributors for every dollar of Invoiced Bookings. The Program structure is simple, making it easy to understand and to track earnings. Each dollar that a Distributor brings in translates directly into their earnings. This predictable method eliminates having to hit specific targets before earnings begin. The flexible approach of using and paying varying rates on solution types and transactions based on their areas of focus allows Distributors and their Partners to maximize their potential.

New training and tools

NetApp^® Partner Sphere Program and Tools essentials courses, along with a formalized learning path for Distributor NetApp Authorized Trainers, enable Distributors and their Partners to learn and to thrive. Distribution Partner Intelligence dashboards provide Distributors with actionable insights into their NetApp partnership. They can track their performance against training requirements and track the performance of their managed Partners.

Streamlined documentation

Most partner programs detail a set of often complicated requirements for joining and a complex process for obtaining the benefits. Reading through the program guidelines may even be contractually required in some cases. Does anyone have time to read them? In the spirit of easing that burden, we have streamlined our Distribution Partner Program content.

Distributors who want to apply to our Program or who want to understand the participation requirements and benefits can find what they need in the clear and concise Distribution Partner Program Guide. For Distributors who are interested in the financial benefits of the Program, an easy-to-understand Distribution Incentive Guide provides clear details. And in the Distribution Partner Recommended Practices Guide, Distribution Partners can learn about a recommended set of business practices to optimize their relationship with NetApp.

We are grateful to our Distribution Partners for their partnership in growing our mutual business. We are committed to making it easier for our Partners and Distributors to do business with NetApp; our streamlined Distribution Partner Program is another example of how we value and support our Partners. Distributors can check out the latest resources on the Partner Hub. And to help us keep improving, we always welcome Distributor and Partner feedback.