The role of strategic partner marketing for a successful channel program has been gaining momentum in recent years. So how do you go from limited partner support to a robust partner program in less than one year? We asked CA Technologies. CA Technologies recognized the vital role partners have in driving sales and knew it was time to step up their partner enablement if they want to reach the top customers. Enter CA Technologies Global Partner Program

Most vendors understand the value of solution providers and know the value of a partner program; however, implementation can be tricky. To start CA Technologies listened to their partners, developed a program to address their issues, and then executed on their promise. By understanding the issues before proposing a solution, CA Technologies developed a partner program that we are excited to see unfold. CA Technologies had another crucial element of partner program success, which allowed it to develop a program in under a year from initial discussions: having your executive team behind the initiative.

We love to see programs that improve channel collaboration, so we caught up with Senior Vice President of Global Channel Sales David Bradley. Launched in April, Mr. Bradley discussed some of the highlights of the program.

CA Technologies Global Partner Program addresses a number of issues expressed by solution providers. An overarching focus of the program is that of a partner-preferred model, Bradley explains this is one that the program “supports partners on a tailored go-to-market and business plans approach.”

Program Highlights

The new volume-pricing program, out this July, will address a partners’ previous inability to earn partner discounts and volume discounts. To streamline partner engagement, partners will now use a single master agreement. Further integration with Salesforce.com, includes its realignment around a fixed number of established and new enterprise accounts enabling partners and CA Technologies to work together on named account as opposed to direct sales people hording the ideal prospects.

CA Technologies also announced the launch of their syndication and marketing automation tool, CA Technologies POP. Allowing partners to syndicate custom content to their website and launch co-branded campaigns that align with their Sales Plays, CA Technologies POP puts partners in the driver’s seat when it comes to launching fully integrated, professional marketing campaigns. Sticking with the more personalized engagement, these co-marketing resources and materials are now accessible in 11 languages for partners around the globe.

So what does success look like for CA Technologies?

Bradley would like a partner charter; grounding all partner go-to-market in customer success, developing a mutual view of success. CA Technologies would like to demonstrate to partners their ability to work with them in a highly collaborative model that respects the different contributions of each unique partner. Success will be measured through partner recruitment and eventually sales.

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