Leaning into Vendor Partner Programs

As the IT industry continues to evolve, it's crucial for the channel to keep pace. Partners should evaluate their vendors and make sure they are taking full advantage of the support offered through dedicated partner programs.

Just as you wouldn’t forget to scan your rewards card at the checkout or book a flight without adding your Frequent Flyer membership, leveraging these loyalty programs are second nature. However, navigating your Vendor Partner Program, can be a bit more complex.  When was the last time you checked in on new opportunities, resources, support, and rewards available for your organisation? Did you know, research from a Canalys/Candefero survey in November 2024 with 325 respondents revealed: Partners deliver 70.1% of all IT deals and add value throughout the customer journey. The #1 ask of partners, with 36% ranking it as most important, is incentives paid for activities across the customer lifecycle.

Leaning into vendor partner programs offers numerous benefits that can significantly enhance your business's growth and profitability. By participating, you can protect your opportunities through deal registration, ensuring your efforts are recognised and rewarded. Reaching selected tiers in these programs unlocks increased profitability and access to Market Development Funds (MDF), providing financial support for your marketing initiatives. Additionally, you gain access to valuable leads from vendors and become eligible for special incentives exclusive to registered partners. Participation often comes with a badge that you can proudly display showcasing your affiliation with the brand and demonstrating their recognition of your engagement. Embracing these programs not only boosts your business's credibility but also opens doors to new opportunities and resources that can drive your success.

We asked our Dicker Data team to highlight current opportunities you might not be leveraging. Here’s what they had to say:

Helping partners to scale and drive growth with Cisco Security 

Cisco is preparing to launch its Cisco 360 Partner Program, a transformative initiative designed to empower partners to create, deliver, and capture greater value. With a strong focus on modernising infrastructure, enabling AI-driven workloads, and enhancing security and resilience, this program will unlock new growth opportunities. As we navigate this transition period, now is the time for Cisco partners to leverage Security GTM Incentives and Promotions to stay ahead and maximise business growth in 2025. 

Some key features designed to help partners scale and drive business growth in 2025: 

Increased Profitability – Higher margins on new Duo logo registrations and Secure Access deals.  

• Exclusive Discounts & Rebates – Aggressive pricing on firewalls and Secure Access solutions to enhance partner competitiveness.  

• Ramp Credits for Security Suites – Financial assistance to ease migration costs and drive faster adoption.  

• Performance-Based Incentives – Rewards for partners conducting security assessments and upgrading customer infrastructure.  

Partners can capitalise on Cisco’s new Partner Program. Click here to learn more. Existing partners should contact their Dicker Data Cisco AM/BDM for tailored guidance and support.  

"Dicker Data is helping partners accelerate their success by leveraging lucrative assessment incentives. With the support of our trusted technical resources, partners can earn up to USD $7,500 for completing assessments on Cisco Security, Cisco Networking, or Cisco Collaboration. This initiative not only rewards partners for delivering value but also strengthens their position as trusted advisors to their customers. Dicker Data is uniquely positioned to help you maximise these incentives, providing guidance every step of the way to drive success and profitability.” – Andrew Cameron, Dicker Data Cisco Business Manager 

Win new business and drive profitability with Commvault  

The Partner Advantage Program by Commvault provides an extensive array of resources to win more business, earn rewards and to drive profitability. A key feature of the Commvault Partner Program is Campaigns Hub. Giving partners the ability to deploy turnkey lead generation campaigns to help drive incremental revenue. Campaigns Hub offers detailed, step-by-step guides to help partners create successful campaigns. These guides are designed to support marketing efforts, boost sales, and provide valuable resources, making the marketing process simpler and more efficient. 

In 2025, Commvault is focusing on data resilience, helping partners safeguard IT environments. All partners have access to the Partner Portal. Join here.

"Dicker Data distributes Commvault’s Cyber Resilience Solutions for Continuous Business with multiple go to markets including On-Prem, SaaS and an MSP Program for Partners of all sizes. We can support partners by designing customised solutions with our in-house solution architects, while enabling cross-vendor support.” - Melissa Santos, Software Group Marketing Manager, Dicker Data 

Maximise success with the Dell Technologies Partner Program

Did you know, Dell Technologies will generously reward partners who bring new customers to Dell?  The Dell Technologies Partner Program for 2025 offers significant growth opportunities for partners through two features.

1. The program's Base Rebate structure rewards partners from the very first dollar of sales across Storage+, Server+, and Client+ categories with no minimum thresholds to meet.

2. The New Business Incentive (NBI) generously rewards partners who bring new customers to Dell Technologies. To qualify, partners must meet minimum spend and certification requirements. These spend requirements can be found on the Dell Partner Portal which Dell Partners can access or sign up to here.

“The Dicker Data Dell team provides comprehensive support to help partners maximise their success with the Dell Technologies Partner Program. Our dedicated specialists offer personalised guidance on identifying and targeting NBI-eligible accounts while helping track base rebate opportunities across all product lines. We assist partners in navigating competency requirements to ensure rebate eligibility and provide support with deal registration to secure NBI qualification.” - Amir Kalil, Senior Business Manager.

Accelerating growth with HP

HP’s partner programs provide a wealth of benefits that can help businesses maximize growth, profitability, and market presence. By leaning into the HP Amplify Partner Program, partners can take advantage of strategic opportunities that enhance their competitive edge and unlock valuable rewards. Key Benefits of HP Amplify Partner Program:

• Deal Registration Protection & Profitability Boost. HP’s Amplify Partner Program ensures that partners can protect their sales opportunities through deal registration, preventing price undercutting and ensuring their efforts are rewarded. Additionally, reaching higher partner tiers unlocks greater profitability through exclusive pricing, rebates, and enhanced margin opportunities.

• Access to Market Development Funds (MDF). As partners achieve higher status within the program, they gain access to Market Development Funds (MDF), which provide financial support for marketing initiatives. These funds help businesses drive demand, generate leads, and expand their customer base through co-branded campaigns and promotional activities.

• Lead Generation & Exclusive Incentives: HP provides partners with valuable leads, connecting them with potential customers actively looking for HP solutions. Registered partners also become eligible for exclusive incentives and promotions, including volume-based discounts and cashback offers that further drive profitability.

• Recognition & Brand Affiliation. Participation in HP’s programs comes with partner badges, which businesses can proudly display to highlight their relationship with HP. These certifications enhance credibility and reassure customers that they are working with a recognized and trusted HP partner. Badges are available for HP Amplify Partner Program Track Insignia, Impact Catalyst Recognition, Specialisation Competency, and Future Ready Masterclass.

• Expanded Product Portfolio & Sales Opportunities. HP’s recent integration of Poly, HyperX, and Teradici into the Amplify Partner Program allows partners to offer a broader range of solutions, including collaboration tools, gaming peripherals, and remote workstation technology. This expansion enables businesses to diversify their offerings and capture more revenue opportunities.

• AI Training & Industry Expertise.HP has introduced the Future Ready AI MasterClass, an advanced AI training and certification program developed with industry leaders like NVIDIA. This equips partners with the knowledge to sell and implement AI-driven solutions, positioning them as trusted advisors in an evolving technology landscape.

• Sustainability & Competitive Differentiation. Partners participating in the Amplify Impact program gain a competitive advantage by aligning with HP’s sustainability initiatives. Many businesses find that engaging in eco-friendly programs increases their win rate on proposals, as customers increasingly prioritize sustainability in purchasing decisions.

Become a HP Partner. Select ‘Apply to Become a Partner’ here. Access Partner Application support documents

“By actively engaging in HP’s partner programs, businesses can protect and enhance their profitability, access funding for marketing, generate leads, and gain recognition as a trusted HP partner. These programs provide strategic growth opportunities that not only safeguard sales but also help businesses stand out in a crowded marketplace. For Australian IT resellers and channel partners, embracing HP’s partner ecosystem is a powerful way to drive revenue, expand market reach, and leverage cutting-edge technology solutions to better serve customers.” - Marty Simunic, General Manager of HPI, HPE & Network Groups.

Expand Your Market Presence and Profitability with HPE

Hewlett Packard Enterprise (HPE) offers the Partner Ready program in Australia, providing resources, training, and support to drive growth and deliver value.

Key Components:

• HPE Partner Ready Vantage: Supports various business models with tracks for building, selling, and servicing HPE solutions, offering specialised competencies and incentives.

• HPE Partner Ready for Networking: Focuses on networking solutions with tools, training, and incentives to excel in HPE Aruba Networking.

Benefits of Partnering with HPE

• Deal Registration & Protection: Ensure your sales efforts are recognized and rewarded while securing exclusive pricing advantages.

• Market Development Funds (MDF): Financial support for demand generation activities, enabling partners to scale marketing efforts.

• Exclusive Financial Incentives: Programs like HPE Engage & Grow reward sales and technical teams for achieving certifications and hitting sales milestones.

• Advanced Training & Certifications: Gain HPE Master-level accreditations, positioning your business as a trusted leader in IT solutions.

• Enhanced Customer Engagement: Leverage HPE’s pre-sales and post-sales support, demo programs, virtual tours, and briefing centres to drive customer confidence.

Become a HPE partner. See the onboarding and reactivation video guide here.

“By engaging with the HPE Partner Ready Program, Australian partners can protect and grow their opportunities, secure better margins, and leverage HPE’s global brand recognition to expand their market presence and profitability.” - Ishan Limaye, Sales Manager, HPE Hybrid IT.

Fast-track business growth with Lenovo

The Lenovo Partner Program is designed to empower partners with the right tools, resources, and incentives to accelerate business growth and capture new opportunities. More than 80% of Lenovo sales globally are delivered by their channel partners. The Lenovo 360 Framework is a crucial part of Lenovo’s Partner Program, delivering a smarter partner experience for all, offering:  Sales & Marketing Enablement, Rewards & Incentives, Community Initiatives and End-to-End Product Portfolio. Get started here.

"At Dicker Data, we’re committed to empowering our partners with expert guidance, technical support, and tailored business strategies to help them succeed with Lenovo. Our dedicated team provides hands-on assistance, from pre-sales technical design to post-sales operational support, ensuring a seamless partner experience.” - An Nguyen, Business Unit Manager.

Microsoft Streamlines Partner Program for SMBs

Microsoft has this year announced significant updates to its partner benefits and programs, aimed at helping partners differentiate and better serve smaller customers. Starting from the beginning of 2025, the legacy Silver and Gold partner statuses have been replaced with Solutions Partner Designations.

The new Solutions Partner designations allow partners to showcase their expertise in specific solution areas such as Data & AI (Azure), Digital & App Innovation (Azure), Infrastructure (Azure), Business Applications, Modern Work, and Security. These designations come with several benefits, including enhanced value packages under Partner Launch, Success Core, and Success Expanded. Partners can also enjoy expanded Internal Use Rights licenses, including Copilot Licenses.

Microsoft has also introduced a streamlined path for partners who primarily work with small and medium-sized businesses (SMBs) to attain Azure Solutions Partner designations. The SMB path, which is already active for Business Applications and Modern Work solution areas, simplifies the qualification process with tailored requirements. This makes it easier for partners to differentiate their businesses and reach more SMB customers.

The new SMB path for Azure Solutions Partner designations is now available, with lowered revenue thresholds and simplified skilling requirements. Partners enrolled in this path can unlock Azure Migrate and Modernize and Azure Innovate SMB offers, including funded Azure migrations and deployments. The SMB path for the Solutions Partner for Security designation is also in progress and will be available to Microsoft later this year.

Dicker Data is here to guide you through these updates and help you unlock your full potential. Contact us today for expert advice and personalised assistance.

Capitalise on new opportunities with VMware

VMware's Broadcom Advantage Program (BAP) aims to drive partner growth and scalability in 2025 with innovative features, enhanced incentives, a flexible framework, and comprehensive support. 

This initiative unveils a range of innovative features designed to help partners capitalise on new opportunities and enhance their market footprint. 

• Enhanced Incentives: The program offers increased financial rewards for partners who demonstrate expertise in delivering customer outcomes and achieving high performance levels.  

• Flexible Framework: Partners can move fluidly between business models, allowing them to deliver value across the entire customer lifecycle.  

• Comprehensive Support: Access to advanced sales tools, training, and marketing resources to help partners grow their multi-cloud business.  

One of the most exciting components of the program is the tiered reward system. As partners advance through the levels, they unlock significant financial and non-financial benefits, including increased margins, marketing support, and exclusive training opportunities. To find out more, please get in touch with your Dicker Data representative.   

“At Dicker Data, our vendor team is committed to supporting our partners throughout this transition. We offer 24x7 technical support, presales and complex solution architecture, and tailored training programs to ensure our partners can fully leverage the benefits of the VMware partner program. Our goal is to help you succeed and grow your business in this dynamic market. We are excited about the opportunities this new program brings and look forward to working closely with our partners to achieve mutual success.” – Avanthi Vegesana, Business Manager – Software.

How to get started

If you're looking to leverage your Vendor Partner Program to maximise growth and profitability, consider evaluating your current technology stack and engaging with your vendor or Dicker Data representative by asking these key questions:

1. How can my Vendor Partner Program support my business growth and enablement in 2025?

2. What resources or certifications are available for technical and sales roles to enhance our team's capabilities?

3. What incentives and rewards can I work towards achieving?

We only had the space to cover a few vendor partner programs in this first article. However, we work closely with all our vendors to help partners maximise the benefits of each unique program. We encourage you to reach out to your Dicker Data representative for support.