VMware: Improving Partner-Led Demand Creation

January 1st, 2018

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Summary

Suppliers often allow partners to assemble and deliver marketing programs on their own, but these programs typically demonstrate weak performance. VMware’s integrated marketing approach, through its Partner Market Advantage program, increased partner marketing effectiveness and positively impacted partner businesses. The Partner Market Advantage program supports VMware’s partners in building marketing pipeline that results in driving new revenue. In this report, we describe how VMware developed and executed a partner marketing program that accelerated partners’ marketing learning curve, reduced overall program complexity, and drove increased marketing pipeline.

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