Broadcom has refined its partner strategy and program over the past 18 months to align with its go-to-market mission to deliver the industry-leading private cloud platform that fuels its customers’ innovation.
The focus is on partners that can lead customers through transformation to a modern private cloud and help them unlock the full potential of VMware Cloud Foundation (VCF), said Brian Moats, Senior Vice President, Global Commercial Sales and Partners at Broadcom.
As a result of this strategic direction and a comprehensive partner review, Broadcom is reducing the number of partners authorized to resell VMware solutions in the Americas, and Asia-Pacific and Japan regions. This decision will enable Broadcom to focus on deepening its relationships with those partners who are committed to delivering the transformative customer experience around VMware solutions, as demonstrated by their historical performance levels, technical and other relevant expertise, and ability to make the investments necessary to offer customers the levels of service they expect and deserve, says Moats.
To enable more focused investment and deeper support for these partners, the Broadcom Advantage Partner Program for VMware Resellers is being streamlined from four to three tiers: Pinnacle, Premier and Select. The Registered tier is being retired, as the vast majority of customer impact and business momentum comes from partners operating within the top three tiers.
Enhanced program requirements
The requirements for participation in the program are also being increased:
- Pinnacle partners will be required to hold Expert Advantage Professional Services Partner status, demonstrating advanced capability in the deployment and implementation of VCF. Alternatively, partners can qualify by maintaining a dedicated Small and Medium Business practice that supports scalable adoption.
- Pinnacle and Premier partners will be required to maintain dedicated sales and technical resources, ensuring they are equipped to support customer engagements across the lifecycle.
- Pinnacle and Premier partners will execute joint business plans with VMware to ensure alignment and delivery with mutual results.
- All partners must remain active and in good standing. Partners who no longer meet the minimum program requirements or have not demonstrated consistent engagement will be transitioned
As a result of this streamlining, some customers will need to transition to a new partner relationship. That’s why the partners selected to move forward with Broadcom will carry a greater responsibility and a higher standard of performance. Broadcom is entrusting this focused group with a broader set of customers and, in return, expect them to lead with excellence, operate at scale, and deliver real impact on the journey to a modern private cloud.
These developments give customers access to a stronger, more capable partner ecosystem —one built to support IT modernization, fast-track AI initiatives, and strengthen cyber resilience, all powered by VMware Cloud Foundation, according to Moats. For partners, this is an opportunity to differentiate on value. With more customer opportunities, retained partners will have a more relevant and impactful role in the VMware business.
