Veeam Software has enhanced its ProPartner Program for Value-Added Resellers (VARs) across EMEA with an additional multi-million dollar investment.

Aligned to Veeam’s 2021 channel strategy, the company said the enhancements will reward partners that demonstrate core competencies “and see Veeam strengthen its joint network of VARs, Veeam Cloud & Service Providers (VCSPs) and System Integrators; enable partners to leverage the growing market adoption of subscription licensing; and offer solutions that extend partners’ value proposition to customers.”

Veeam’s sales motion, which is 100% through partners, serves all customers through its ProPartner Network.

The company recognises that the move to cloud architectures and transition to agile OpEx and subscription-based IT is driving substantial change.

It adds that since the initial competencies were introduced in H2’20, 43% of participating partners have already converted their earned points to incentive rebates, which enhances their profitability.

Daniel Fried, General Manager (GM) and Senior Vice President (SVP), EMEA, and Worldwide Channels, Veeam, said: “We conduct 100% of our sales through the channel and our partners are critical to the acceleration of our Act II journey into the hybrid cloud. We are committed to continually investing in our partners, helping them to extend their own customer value propositions and increase profitability. With customers focused on maximising ROI through digital transformation and de-risking by adding more robust data protection and cybersecurity measures, subscription-based IT will become the norm. The key element will always be the customer. The decisions and investments they make are ultimately based on the advice and actions of the intermediary parts between vendors and them. Veeam is enabling partners to offer higher levels of service beyond just implementation and deliver against these accelerating customer needs in a manner that is commercially viable and helps build stronger, more strategic relationships.”

Chris Webber, Research Director, Strategic Alliances, IDC, added: “The acceleration in digital transformation spend presents an opportunity for partners, but challenges them to support a broader range of solutions and service consumption models than ever before. As the role of VARs evolves to deliver more services and become the de facto digital transformation partners in the minds of their customers, vendors must reimagine the way they engage and reward partners. Veeam understands the culture of partnerships and has recognised this shift to evolve its ProPartner Program for VARs to reward loyalty and equip them with the tools and expertise to create more strategic relationships with their customers.”