Many of our clients look to the channel programs of large vendors for leadership. Vendors like Microsoft, Cisco and IBM. Our ‘Four Minute Expert’ series is designed to get you up to speed with the structure of these key programs quickly and simply. In this ‘Four Minute Expert’ guide we’re looking at the Intel partner program.
PROGRAM POSITIONING
• The Intel partner program is not one program, but a portfolio of program options to suit the needs of each category of channel partner.
• Intel’s program model is particularly interesting because Intel is an ‘embedded vendor’. In other words, Intel technology is an ‘ingredient brand’ sold as part of other vendor’s hardware.
• For any company that has technology that is or can be sold embedded inside another vendor’s solution then Intel is a great model to learn from.
• Intel has an ecosystem of around 300,000 partners worldwide, who are System Builders, Integrators and Solution Providers.
• Intel has two major programs called the Intel Technology Provider Program (ITP) and the Intel Cloud Insider Program (CIP), as well as specialist programs for partners working with Programable Devices and AI Solutions.
• Intel Solution Marketplaces offer a best practice model for other vendors building resources to promote solutions that embed or integrate with their technology.
THE INTEL TECHNOLOGY PROVIDER PROGRAM (ITP)
This core Intel partner program engages partners who embed Intel chips in PC, Data Centre and AI solutions which they are building for end customers. It is a reseller-type program, in the sense that benefits are accrued based on purchases of Intel products from authorized distribution.
It has three levels: Registered, Gold and Platinum. Fifty training credits are required for Gold, and one hundred for Platinum. Platinum also required $250k or more per year of Intel purchases through authorised distribution. Training credits are earned by attending trainings and completing on line courses.
Partners accredited in the Intel Technology Program with appropriate experience can apply for specialist recognition for AI, Data Center or Specialist PC (for builders of PC’s for gaming or 3D content management).
Partners at Gold and Platinum level can earn and redeem points. Points are earned based on purchases from Intel authorized distribution, and a points catalogue is published each quarter with details of points earned for each product, and details of quarterly promotions. Points are redeemed as credit from authorized distribution or as retailer gift cards.
INTEL CLOUD INSIDER PROGRAM (CIP)
Unlike ITP, the Cloud Insider Program is not a resell program. It is aimed at companies that are building cloud solutions for end customers, and who might influence the inclusion of Intel technologies. It would therefore be categorized as an ‘influencer’ program.
Partners benefit from access to reference architectures, case studies and specialist events. Partners get access to tools like the Advanced Technology Sandbox and ROI Calculator. Partners can also access joint marketing content to drive demand with the Intel brand.
Points are earned for customer testimonials, Intel training completion and Intel marketing activities. Points are redeemed as gift certificates.
INTEL SOLUTIONS MARKETPLACE
Intel operates a best practice marketplace which promotes the cloud solutions offered by partners in the Cloud Insider Program, and the solutions offered by ITP partners with specialisms in AI, Data Center or Specialist PC.
The Intel Solutions Marketplace is divided into sections that present:
• Component Providers: like motherboards, to build PC’s or servers.
• System Providers: complete hardware solutions, including laptops.
• Software Providers: software optimised to run on Intel technology.
• Solution Providers: integrated hardware and software solutions.
The marketplace has advanced search capability and includes profiles of technology providers and their offers.
STAND OUT FEATURES
The Intel Technology Provider (ITP) program works to a classic model, with tiers, requirements and benefits.
The Intel Cloud Insider Program (CIP) and the associated Solutions Marketplace are best in breed examples of how to engage and reward partners who influence deals by building on the vendor’s technology, or who develop solutions or services optimised to work with the vendor’s technology. This type of program is a model for programs of the future, particularly programs for cloud vendors, where resell models are less relevant.
As with all large vendor programs, the Intel partner program is sophisticated, offering a wide range of best practices for other vendors building out their partner models. At Kovendi we understand these best practices, and can help you apply them in your business. Contact us to find out more.