It seems like everyone loves to complain about all the bad things that Vendors do to VARs. Truth be told, Vendors really do try to help out VARs ... afterall, it is in their best interests. Vendors have all sorts of programs they create. Some focus on all VAR partners. Others focus on elite partners. Still others are based on one VAR at a time.

Vendors set rules as to who qualifies, funding, target audiences, etc. 

I want you to help me by sharing your stories about great things that Vendors are doing to help VARs in today's world of economic uncertainty.

Here is one VARs story, submitted by John Convery, EVP - Vendor Relations and Marketing at Denali Advanced Integration a Division of 3 MD, Inc. www.denaliai.com

I want to share with you what Denali Advanced Integration of Redmond WA and HP are doing to drive incremental growth and market share in the Mid Market/SMB segment. HP is light years ahead in their support for the channel and have identified partners, a regional super VAR like Denali as the key to delighting the Mid Market and SMB customers and prospects with expertise. HP’s Partner One is the best of breed in the industry and certainly demonstrates HP unequaled support for the Channel.

Effective November, Partner One rewards the partner who has invested in their programs and certifications. The ELITE Partner, like Denali has invested in making sure our 150 + engineers have aligned with the HP sales and technical training requirements and holds the ELITE status across the entire HP product portfolio. This investment allows Denali to delight our customer and prospect with the best of expertise and services while at the same time take full advantage of the “robust” front end and back end rebates thus profits available from HP.

The Channel leadership at HP begins with Mark Hurd to Adrian Jones to Tom LaRocca…to Meaghan Kelly…and the entire business unit team’s….it’s in their DNA to fully understand you drive growth and share by leveraging the reach of the Partner. HP has a long history of Channel support and is certainly the best of class in the IT industry. Denali has been asked for our ideas and opinions…set’s on the HP SMB Council, attends regular Mark Hurd Round Table discussions..Mark Hurd’s challenge to Denali and other partner’s is “How do we drive profitable growth in the Mid Market/SMB across our entire portfolio.”

In your article Meaghan identified 3 strategies. Partners like Denali align well with these, and fill in the gaps we HP needs local resources and support. You mentioned she did not share the specifics….you want specifics..so hear you go…Thus the birth of Source IT ..a Denali/HP alliance to drive growth in the Mid Market.

We are currently in the middle of an exclusive pilot called Source IT. ( See denalisource.com ) This journey began with a Mark Hurd Round Table challenge I mentioned above..it then took form as Denali suggested an innovative idea about leveraging the power..the reach of a local VAR like Denali in the Pacific Northwest. The idea was suggested to all the HP senior management at their America’s Partner Conference last February…it was well received and approved by HP . HP quickly identified the program as unique and support the investments to launch the initiative to reach “C “ Mid Market Executives in the State of WA about the value proposition being offered by HP and Denali.

In addition, HP launched a Co Marketing campaign where they identified the 25 top markets. Denali was selected for the Pacific Northwest. The campaign is to drive HP Partner Total Care awareness in the local market. This Co Marketing program works with HP’s agencies on messaging..driving awareness in the Seattle Times, the Puget Sound Journal, regional Wall Street Journal, AM Radio, events sponsorships of the Husky UCLA games, key Puget Sound Journal events..this campaign was designed to coordinate with the Mid Market Source IT Campaign.

In addition HP and Microsoft have formed an Alliance call Frontline…Denali is the only Frontline partner HQ’s in the State of WA. Intel is also part of this Alliance. The power of HP..the power of Microsoft..the power of Denali.. the power of Intel…this is the perfect storm….a team effort to drive awareness and execution dedicated to delighting our customers and prospect with a great experience and value/ROI.

Denali is the partner..the catalyst..the Super Regional VAR that drive the programs…this is HP’s “Secret Sauce” as to why they will win the race in providing great Total Customer Care to the SMB market. In a down economy this approach is even more meaningful. HP and Microsoft Finance are part of the Denali presentation to “ C “ level executives. The value of expertise and service at less cost …a better alternative ..a better ROI.

The good news  Denali and HP are driving growth 10 X market growth across all HP product segments.

Denali is one of HP’s fastest growing channel partners..2007 growth triple digit..2008 growth double digit. Denali is one of a select club of Channel Partners who hold the entire ELITE stack. Denali offers hundreds of engineers offering HP services for managed services on assignment projects in the Pacific Northwest.