ADTRAN Looks to Grow VoIP Sales with Enhanced Channel Program

By Erik Linask

Associate Editor,
Internet Telephony magazine

 

ADTRAN (News - Alert), which supplies routers, switches, and VoIP equipment to the SMB and carrier markets, has expanded its North American channel sales program, through which it addresses the SMB market (it has a direct sales forces that handles the carrier accounts). 

 

With the addition of a new mid-tier partnership level, ADTRAN hopes to attract new partners, thereby expanding its own presence as well as providing those new partners with a reach into the SMB market—specifically, the 20 to 50 seat business, which it says is its sweet spot.

 

“The goal is to not only increase our presence in that segment, but to increase our partners’ ability to win so that they can get incremental business by incorporating ADTRAN products into their solution,” said ADTRAN’s vice president of channel sales Ted Cole.

 

The most obvious enhancement is the addition of the new mid-tier partner level — to complement the ADvantage Plus and Registered partners.  Combined, ADTRAN has more than 1,000 partners, more than 250 of which have been added during the last three months, including at least 85 Advantage partners.

 

ADvantage PLUS Partners participate at the highest level of the program through a minimum annual revenue commitment. These partners commit to an ongoing relationship with ADTRAN and are recognized and rewarded for that commitment.

 

ADvantage Plus partners, according to Jim Butler, ADTRAN’s director of channel sales, “have the ability to invest in specialized technology programs, and for the investment they make in both technical certification and training and sales certification and training as well as doing strategic business planning, they get additional margins on all of the products they sell.” 

 

ADvantage Plus partners also are allowed to participate in ADTRAN’s deal registration program, which essentially rewards them for leading deals with ADTRAN products.

 

ADvantage Partners participate in the program through a minimum annual revenue commitment and earn entitlements to special discounts on internetworking solutions, access to technical assistance, dedicated inside-sales support, self-paced sales and technical training, deal registration, and discounted demo purchases.

 

New ADvantage partners do not have the ability to invest in ADTRAN’s specialized programs, and are not able to complete purely on price—but they also do not have to make the same level of investment into the partner program. They can, however, register sales opportunities, effectively allowing them to compete as a top-tier partner—and by competing through that process frequently, they are able to become an Advantage Plus partner and gain all the associated entitlements. 

 

Registered partners are entry level partners that are the basis for building a stronger ongoing relationship with ADTRAN.  Registered Partners gain access to the sales, marketing, and technical resources they need to begin selling ADTRAN solutions.

 

ADTRAN is entirely focused on building its channel program and, as such, prohibits its direct sales force from competing with its partners in any way.  They are directed to channel all SMB opportunities to ADTRAN partners.  Currently, between 99 and 100% of ADTRAN’s SMB business is conducted through the channel program.

 

Additional enhancements to the partner program include a new lower cost online certification option that is self-paced and allows partners to earn product specializations without leaving their desks, significantly reducing the cost of training. 

 

Product specializations give entitled partners the opportunity to earn added discounts and protected sales territory for specific ADTRAN products.  ADTRAN also has added an automated deal registration program, which allows more margin opportunities for partners, coupled with an automated lead distribution system.

 

ADTRAN is also in the process of developing a new Webinar program for its partners’ benefit, which will also be geared toward online education.  The program is expected to offer two free monthly training sessions to partners.

 

Cole explained that, “What we’ve done, and what we’re going to continue to do, is consistently review our channel program looking for ways we can enhance it and make it more attractive for our partners and give updates that make it easier for them to do business with ADTRAN.  We don’t want to complicate our partners’ lives—we want to remove any complexity there might be, any barriers to mutual success.”

 

Cole says the reward comes when “sitting down with a partner and having them tell me that our support staff has an above and beyond attitude, and that we’re easy to work with, and that our tech support is not only knowledgeable and capable, but they have a partner first attitude.  Those are good things, and it’s nice to have someone smile and greet you with a hand extended warmly rather than saying, ‘Come on in and sit down; I’ve got a list of problems to share with you.’”