Adtran’s channel program is tiered by three levels of participation--ADvantage Plus, ADvantage, and Registered and offers partners specialized solution training, access to pre- and post-sale support and access to demo equipment. In particular, the program upgrade opens up discounts for Registered partners and extends additional rewards to Advantage Plus members.
“Adtran is focused on maintaining strong relationships with our channel partners because they are a vital component to our company’s success,” said Ted Cole, Adtran channel sales vice president. “Every time one of our partners invests in training or demo equipment, it’s an investment in their business as well as in Adtran, and we want to reward them for that. The enhanced Channel Partner Program provides expanded incentives and rewards for partners that increase their engagement so each partner, regardless of level, can be competitive with Adtran.”
Under the new rewards structure, Registered partners now will have access to guided discounts with no contractual commitment. The idea is to ease the process for channel partners concerned about risks associated with expanding their portfolio and trying new options. Registered partners also will be able to register deals for increased margin opportunities, and have opportunities for specialized training to gain additional rewards and support.
The vendor similarly extended additional rewards to its ADvantage Plus level partners, who, with specialized training can expand their sales coverage, and benefit from priority pre- and post-sales support, access to refurbished equipment and performance incentives based on meeting growth goals, according to the company.
Based on its moribund Q4 2012 results, Adtran may need to pump up channel sales any way it can. The company’s revenue for the period nosedived 20 percent to $139.8 million from $175.3 million in the same period last year, while earnings plummeted 87 percent to $3.96 million from $31.2 million achieved during the prior year’s fourth quarter.
The results, while consistent with Adtran’s forecast issued in October after releasing its Q3 2012 results, reflected "a spending environment which remained difficult," said Thomas Stanton, Adtran chief executive.