BUTT: There was an urgent need for a more uniform program as we did not have enough ‘feet on street’ through channels. The new program’s prime objective is to align channel strategy, raise channel competency; increase coverage with benefits like tiered discounts, services incentives and aggressive new business initiatives. The program, officially launched worldwide from live February 01, 2010, encompasses a right mix of distributors, VARs, system integrators, solution providers and services partners. Partners are categorized as Platinum, gold, silver and authorized and they can further emerge as an expert in our key domains of data, SME and services.

BUTT: Integration of Avaya and Nortel has been a smooth transition as both vendors have similar businesses weaved around Unified Communication, Contact Centers and SMBs. Till March this year, during the partner program migration, a partner can choose program stack according to their level and technical expertise. Partners can upgrade Nortel installed base, extend selected Nortel products and introduce Aura platform to the end customers.

BUTT: Our channel centricity approach is now more measurable as we know the number of focused partners needed to drive business consistency and brand recall. We expect Nortel partners to train on Avaya Aura – a SIP based architecture. We don’t expect 100 percent of Nortel partners coming under Avaya umbrella but we will not have excess partners as it makes more sense to grow business of individual partner. Increased volumes through price wars amongst more partners does not drive competency, but partner competency drives more volumes.

BUTT: We would first project a potential partner for every viable IT project. Our revised ‘High touch’ model will accelerate the channels as we have more sales people to represent Avaya and generate demand with customers. The clear instruction is to bring a partner into the deal as early as possible to help him add value to the project and avoid the last minute price negotiations. A correct high touch model with trained officials delivers a good customer experience and decent business opportunities for partners.

BUTT: The release 4 of PRM (Partner Relationship Management) tool– a partner equivalent of CRM in January 2010 addresses Nortel partner on boarding, MDF and BDF, auto lead generation to partners, enable Avaya connect, partner sales support. The 5th version in April 2010 will address APM (theatre base roll out), backend credit rebate etc. We are aggressively marketing our financing options available for partners through ‘Avaya Financial Services’ unit. We are encouraging partners to focus more on ‘services’ arm.

BUTT: Being in a complex technology space of data, voice and video, partners need assurance that their vendor is solid, stable and capable of making investments in programs, product portfolio and other partner initiatives. Avaya Connect Partner Program is much simpler and streamlined with partners having to make lower investments. This will enable channels spending more time selling value add offerings to customers than worry about pure transaction deals.