Eaton seeks to recruit Middle East channel partners

Initiative is part of the company’s global PowerAdvantage Partner Programme

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Eaton seeks to recruit Middle East channel partners Refas says the partner programme is based on commitment to Eaton and value delivered, not volume.
By  Manda Banda Published  December 18, 2014

Power management and UPS solutions maker Eaton Middle East, has revealed that it has started to recruit channel partners for its PowerAdvantage Partner Programme in the region.

The announcement comes a month after the vendor named Hany Maurice as the new regional channel and alliances leader for Middle East, a move the company said is aimed at developing and growing the IT component in the power quality sector.

According to the vendor, the recruitment drive is being implemented under the PowerAdvantage Partner Programme, which has been designed to help solution providers grow their business through power quality and UPS solutions.

Karim Refas, channel head, EMEA at Eaton, said the plan to recruit new channel partners in the region is part of a broader strategy that aims at cementing the company's channel business in the IT sector across the Middle East and Africa.

Refas said the company has reviewed its current channel business in the Middle East and decided to embark on a focused but aggressive partner recruitment drive that will help it to work with resellers across the region.

Refas added that through the channel programme, which was designed directly by VAR and power experts to deliver a simple, yet rewarding scheme, Eaton is engaging partners that will easily fit in with the alliances it has with companies like Cisco, EMC, NetApp and VMware. "We are not only recruiting partners, but are also creating cross-selling opportunities for resellers we bring on board as Eaton has business alliances with key vendors play in the storage, virtualisation and data centre space.

He explained that the partner recruitment exercise is being driven under the PowerAdvantage Partner Programme and Eaton is ideally seeking to engage resellers that already have storage, virtualisation and data centre expertise. "The roll out of the partner programme will be a phased one and the process has already started because we are not seeking quantity but quality," he added.

He added that the programme is a multi-tiered scheme comprising Authorised and Premium partner tiers and is based on commitment to Eaton and value delivered, not volume. "This is not a volume-driven partner programme," Refas reiterated. "The focus is on solutions-selling and that's why a huge component to the programme is dedicated to training and partner certifications."

Refas pointed out that some of the programme benefits include: rebates, dedicated pre- and post-sales support, deal registration, marketing development funds, training and certifications, lead generation sales, marketing tools and collateral, special deal pricing scheme and demo unit programme. "There may be other partner programmes out there, but partners won't find one that's more rewarding than the PowerAdvantage Partner Programme," he said.

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