Symantec Releases Details On Global Channel Strategy


Symantec has extended its strategy of trimming underperforming partners in the United States. The security vendor has a plan to rely more heavily on a smaller pool of partners globally that can carry out more complex projects and implement a broader set of the company's portfolio.

The Mountain View, Calif.-based company is currently rolling out its Global Channel Strategy, which was first announced in November. In a blog post expected today, Garrett Jones, vice president of Symantec's global channel operations, said the company's program will reward partners in areas where they are most capable. Under the new strategy, the vendor will spend more on financial benefits for the channel than ever before, Jones said.

"As we consider the breadth of our portfolio, we need partners who are focused on each type of customer across all levels of complexity," Jones said. "We need partners that understand and can solve the needs of an SMB just as much as we need partners with deep relationships in the enterprise space to help with more complex solutions."

[Related: Symantec Set To Unveil 'Big Bets' Global Partner Program]

As part of the plan, the company unveiled Symantec Competencies, a framework designed to align a partner's core competencies with specific Symantec products and the customers requesting them. Partners must meet minimum performance standards to gain benefits under the framework, and they will be rewarded based on their demonstration of commitment to Symantec, Jones said.

"Once partners have obtained the capabilities for a given competency, many of the benefits defined in the program will become available," Jones said.

To reduce disruption in the channel, Symantec has established a transition period while it implements the new program. Jones pledged to maintain current partner membership status and associated benefits while the program is being implemented. Jones said as part of Symantec's global strategy, it is giving key partners access to the market intelligence it uses for internal business planning. Investments also are being made to boost consulting and technical support.

Symantec has added a performance rebate to its Opportunity Registration program to foster growth. Executives also have a pool of development funds to invest in its core partners. In the U.S., Symantec has funded sales and technical head count, demo centers and lead-generation activities at some of the biggest systems integrators. Multimillion-dollar investments had been made in 10 of the largest security solution providers in the country, including Accuvant, FishNet, Novacoast and CDI. The vendor also is relying on a core group of about 80 to 100 regional partners as part of its go-to-market strategy.

NEXT: Partners Even More Key To Growth, Say Symantec Executives