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INSIDE AVAYA
ORY ON NEW-LOOK AVAYA
Analysis
Connected with the power of unifi cation
N
ot so long ago it would have been unthinkable for
Avaya and Nortel partners to share a common goal. Yet the transition of the former Nortel Enterprise Solutions’ products, services, staff and partners into the Avaya fold has been impressive, with integration strategies well advanced. Furthermore, bringing together two industry leaders in enterprise comms couldn’t have been better timed, according to Lynda Colman, Sales Leader, Value Added Resellers, Avaya UK. “Our partners now have access to some of the greatest technology available in the market coupled with dedicated support and a commitment to help them win and retain more business,” she said. “We are doing more for our partners than ever before.”
Colman noted that Avaya has ‘worked hard’ to soothe any concerns held by Nortel Enterprise Solutions (NES) heritage partners. “Feedback is that they are keen to work with us, which we are pleased about. And once they are on board, we’re actively equipping these partners with sales enablement training so they are eager and well prepared to get on and sell the full range of Avaya solutions.”
Avaya has always had a strong collaboration with
It’s a subscription-based model and the cost of training is up to 75 per cent less than it would be with
the a la carte model.”
Lynda Colman
channel partners in EMEA, observed Mike Handley, Sales Leader, Systems Integrators and Service Providers, Avaya UK. “We see VARs, SIs and SPs as an essential route to market, and our commitment has only strengthened over the last six months,” he confirmed. “Adding the NES business has expanded global coverage, enlarged our portfolio of systems and services and increased our expertise and specialisation. This is good news for large, global SIs and SPs as they have a bigger and better portfolio to offer customers. Plus, former NES partners can now access Avaya’s portfolio of solutions. In essence we now provide stronger solutions and many more options to meet customers’ business needs.”
In November 2009 Avaya announced the launch of Avaya Connect, a global programme to drive greater profitability and growth for channel partners. “Avaya Connect was a major overhaul of our global programme,”
Mike Handley
added Handley. “It involved streamlining processes, training,
certification and addressing the needs of different types of partners from SIs and SPs to small and mid- size business resellers. It’s a comprehensive programme that includes new business incentives tiered to sales and volumes along with marketing support.”
Avaya has since built on this with the Avaya MarketLeaders programme, and a new Business Development Fund, plus the just-launched Avaya Connect Professional Credentials programme. “The Professional
Credentials programme is a training and certification programme,” added Colman. “It offers the industry’s first solutions- based competency training model, and the first SIP Communications Architect certification. The idea behind the solutions- based focus is that it helps our partners gain a greater insight into how products work together.
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The MarketLeaders programme is essentially marketing on demand. It delivers all the materials partners need to run bespoke campaigns. “This means that one of our partners can speak with their Avaya channel marketing manager and identify the target audience, and then step back while MarketLeaders develops the campaign, manages the production, roll-out and follow-up,” said Handley. “All campaigns are co-branded for each partner, so there is investment from our side in making sure our partners are getting the best possible support to bring in new business and close deals.”
Avaya Connect signalled a major change in the way Avaya worked with its channel. “Partners like the consistency and simplified programme. But we are not naive – this is an ongoing programme and where there are issues or concerns we’re listening closely and assessing them,” commented Colman. “This collaborative approach is paying dividends in the way we work with our partners and customers, and in the revenue we can help them generate.” n
Avaya has moved quickly following its acquisition of Nortel Enterprise Solutions to deliver an integrated product roadmap that leverages the best solutions from both organisations. It protects legacy investments made by existing Avaya and Nortel customers while providing a clear migratory path to the next generation of communications solutions from Avaya.
Stephanie Watson, General Manager, MZA
Avaya is creating the right framework to support partners and reward investment by the channel. Vendor training is often too time intensive and costly, and diverts partners from the business of selling. A simplified and more cost-effective training model will be welcomed by the channel. It will also help Avaya as it brings new partners on board.
Alastair Edwards, Principal Analyst, Canalys
Avaya maintains its competitive position in the messaging and audio conferencing markets through a clear and non- disruptive migration path to its current portfolio, and robust messaging and audio conferencing offerings.
Elka Popova, Program Director, Unified Communications, Frost & Sullivan
Inside Avaya Special Report continues overleaf
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