Automating Intelligent Selling and Partner Engagement

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NetApp’s Journey of Innovation

NetApp, a top global storage and data management company ranked in the Fortune 500, provides a full range of enterprise-class solutions that customers use to modernize infrastructures, build next generation data centers and harness the power of hybrid clouds.

To enable a digital innovation journey for their customers, NetApp relies heavily on its partner network. Resellers create and deliver innovative systems and software solutions to key enterprise customers. Alliance partners complement NetApp technologies to modernize existing data center environments.

NetApp’s new and emerging cloud partner ecosystem provides technology and consulting services to connect enterprises to the scale, reach, and efficiencies of the public cloud.

To succeed, NetApp needed an innovative approach to engage and empower their field team and valuable partner ecosystem.

A Scalability Challenge

In 2008, a time of explosive global growth for NetApp, global sales and marketing teams were faced with thousands of internal staff and partners to support and engage.

Sales and partner enablement teams were producing a wealth of innovative programs, tech systems, and content. As this pool of resources grew, it became increasingly difficult to connect users with the resources that they needed when they needed the particular resource.

NetApp needed a way to seamlessly bring together different sales, marketing and partner-facing systems and resources into a digital engagement experience that could deliver the right programs and tools at the right time from a single unified interface. In addition to resource distribution challenges, NetApp had to find a way to personalize content to the unique needs of each end user.

Finding the Right Solution

NetApp selected 360ecosystems in 2008 to enable its first partner relationship management system with the Silver Partner Center. The partner program initially provided key recruitment, onboarding and sales enablement functionality.

Over the years, NetApp expanded its use of 360ecosystems to integrate additional field sales enablement applications for both direct and partner sales teams that previously had been disjointed and locked behind separate logins.

Enterprise and Global Scale

NetApp’s 360ecosystems-powered platform is designed for high volume and global scale. The NetApp Field Portal currently supports 32,000+ unique users across NetApp’s internal employee and external partner ecosystems. The Field Portal contains 22,000+ assets including documents, videos, external system links and images. Additionally, the 360ecosystems powered partner directories, like the Solution Connection and Partner Finder, support 2,500+ and 45,000+ unique users respectively. The Field Portal is the third most used application within NetApp and its usage continues to grow significantly each year.


360ecosystems platform delivers reliable performance and uptime globally. NetApp has offices, employees and partners in almost every country on the planet. The system’s multi-language capability easily supports 14 languages with thousands of translated documents automatically served to users in their native language.

“360ecosystems quickly hit the ground running in creating a unique portal space for our cloud partners. The 360ecosystems team continues to partner with my team innovating new approaches to optimize our partner experience and drive engagement and sales.”

— Carol Walt: NetApp Senior Manager, Cloud Business Go-To-Market Strategy

This means 360ecosystems must be highly performant and operational at all times. NetApp and 360ecosystems operate in a tight partnership to ensure NetApp employees and partner users have dependable access to curated resources at a moment’s notice in any location and on any device.

NetApp and 360ecosystems – Redefining the Partner Experience

The 360ecosystems platform takes a best of breed approach to partner management technology, allowing vendors to integrate multiple front and back office applications into an automated and highly personalized digital user experience for employees, partners and clients. Content and data are woven together dynamically and intelligently based on user roles and requirements.

360ecosystems automation and personalization capabilities allow the appropriate resources to be delivered to the user exactly when these resources are required. 360ecosystems surrounds this digital user experience layer with an industry leading analytics suite allowing channel leaders to measure and evaluate the effectiveness of their partner programs.

Evolving Together with an Experience as a Service

360ecosystems automated, personalized, and scalable digital user experience platform provides a significant competitive advantage while affording NetApp the confidence to know the company has the proper tools in place to ensure future scale and success.

“There is really nothing out there that can deliver an experience that drives engagement at the scale and performance offered by 360ecosystems. NetApp’s global field, both direct and partners, demands a global platform that can scale. We have done surveys from the field - both partners and employees - and the Field Portal rates as one of the highest value tools in our company.”

— Steven Cox: NetApp Sr. Manager Sales Operations

Targeted experiences are planned for additional partner groups in the near future, each now easily implementable with a standard methodology, supported by the highly flexible configurability of the 360ecosystems platform.

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