In a bid to boost its channel sales, Advanced Micro Devices on Wednesday started its first global partner program designed to provide its channel partners with tailored tools and resources to help them gain sales traction based on their unique business models. Besides, new ways of interaction with different partners will allow AMD to “do more with less”: cut its costs while keeping in touch with its channel partners.

"AMD understands the critical importance of our partners in successfully driving customer adoption of our platforms and has launched the AMD Fusion Partner Program to ensure we're providing the right elements to help accelerate our channel partner business," said David Kenyon, vice president of worldwide channel marketing at AMD.

Starting immediately, AMD plans to phase in the AMD Fusion Partner Program over the next four quarters. During this time, AMD plans to roll out a number of new benefits. Many benefits, such as better online training tools, enhanced incentive programs and new co-marketing programs, are available to channel partners with today's launch. Additional benefits planned to appear throughout 2010 include an enhanced partner Web portal and new loyalty programs.

By fusing its four existing partner programs, AMD now gives partners customized incentives and resources to help accelerate sales – especially when selling all-AMD (AMD CPU, AMD GPU and AMD Chipset) solutions. Partners also will receive more personalized tools, training and resources – both in person and online – that mesh with their specific business objectives.

"By supplying the tools and resources the channel needs, we'll be able to better help these channel partners maximize their sales and enable customers around the world to have access to the next-generation solutions powered by AMD. At the same time, the new structure allows AMD to more effectively and frequently communicate with partners at every tier,” added Mr. Kenyon.

To structure the program to provide meaningful differentiation and customized incentives to partners, AMD is categorizing its partners into Elite, Premier and Select tiers, with Elite being the first tier and Select the third. The new system will provide meaningful differentiation across tiers and reward AMD's highest-performing partners based on their sales records for all-AMD solutions.

Partners will also be placed into one of six business tracks, which are designed to align programs and offerings to partners' business models to reflect the diversity of the channel landscape. These business tracks include channel providers, e-tailers, retailers, commercial solution providers, consumer solution providers and commercial volume resellers.

Tags: AMD, ATI, Business