ADTRAN® ADvantage Partner Program Overview
Smart Solutions for a Connected World.
n VoIP-enabled Unified Communications
n IP Telephony
n Ethernet Switching
n Converged Access
n Network Routing
n Network Security and Unified Threat Management
n Managed Network Services
n WAN Access
n Wireless
Business Networking Solutions for:
2 www.adtran.com n 800 9ADTRAN
The ADTRAN ADvantage Partner Program is designed to
support your business and reinforce the value you take to market.
By enlisting in this program, you gain access to a wealth of
networking expertise that can be channeled into revenue
generating deals. With so many technology areas to cover
today, who can claim to be an expert in each? Now you can
access the networking expertise of an entire organization that
specializes in today’s most advanced business networking
technologies for enterprise and carrier applications — everything
ranging from small-to-medium business (SMB) networking to
distributed enterprise and branch office connectivity.
Working Toward a Common GoalAt ADTRAN, we view every channel relationship as a partnership,
and we take our responsibilities in that partnership seriously.
We consider each partner critical to reaching customers, and
remain committed to making a difference whenever possible.
We constantly strive toward the common goals of developing
new opportunities, securing new business, and improving
partner profitability.
We work hard to maintain a program that rewards partners
for their effort and investment; one that supports open sourcing
options and world-class technical support before and after the
sale. We maintain a strict channel-fulfillment policy, directing all
possible revenue to partners. Product is readily available through
many well-known national distributors.
n Develop revenue opportunities
n Secure new business
n Grow profitability
ADTRAN® is a unique company that presents a unique opportunity
for each prospective partner. You might be a value-added reseller
providing an over-distributed solution from another vendor or
working with a multitude of clients to address mission-critical business
networking requirements. Wherever you fit, wherever you work, there
is a place for you as an ADTRAN partner.
ADTRAN ADvantage Partner Program Objectives
ADTRAN ADvantage Partner Program
A beneficial partnershipfor solution providers
Tap into the expertise of an entire team of networking
specialists with the click of a button.www.adtran.com/join
VAR Business gives the ADTRAN ADvantage Partner Program its prestigious channel awards.
Simplified Integration and MigrationInteroperability and QoS features are key when
integrating new equipment into an existing network
or migrating to a new technology. All NetVanta
products are standards-based and easily integrate
into multi-vendor environments. These solutions
offer full QoS capabilities, prioritizing delay-sensitive
applications such as VoIP. Optional standards-based
(802.3af) PoE provides 15.4 watts of power per port
and allows for connectivity to any other standards-
based IP phone or wireless device. The inherent stateful
inspection firewall, provided at no additional charge,
offers critical network protection. These products
also offer affordable dial backup and Virtual Private
Networking (VPN) options.
ADTRAN ValueProviding carrier-class, purpose-built networking
solutions for more than 25 years, ADTRAN solutions
offer cost savings well beyond the initial equipment
purchase. These products are backed by industry-
leading warranties, best-in-class technical support
and unmatched reliability.
For added support, customers can take advantage
of ADTRAN Custom Extended Services (ACES).
ACES offers a variety of optional, fee-based installation
and maintenance services to assist with one-time
or on-going support needs.
Hassle-free Network Design AssistanceDesigning a network and protecting your value
is tough in today’s world of big business. At
ADTRAN, we make it simple. If you have a
question about an ADTRAN solution, just give
us a call — toll-free. Our experienced pre-sales
support staff stands ready to help you choose a
product, design a solution, or strategize a sale.
It’s the kind of help you need to lead with the
right products, design in future enhancements,
and present the best return-on-investment for
your customer.
Multiple Management OptionsAll NetVanta products run the standard
ADTRAN Operating System (AOS). The AOS
offers a standard Command Line Interface (CLI)
that mimics the widely adopted, industry de facto
standard. the sequence of commands to configure
similar devices is almost identical, vertually elimi-
nating training costs associated with re-learning
a new operating system.
Network ManagementADTRAN’s n-Command® is a suite of managed
services software and network productivity tools
for NetVanta and Total Access-based networks.
The system aids IT administrators in daily network
operation and configuration allowing them to quickly
adapt to networking changes, make better use of
limited resources, evaluate network performance,
and save time and money.
ADTRAN NetVanta Solutions
3www.adtran.com n 800 9ADTRAN
A partnership with ADTRAN enables you to respond to your customers’ networking needs —with the right solutions, the right knowledge, and the right value proposition to address
virtually any networking challenge.
Modular Access RouterNetVanta 3000, 4000, 5000
Fixed-port Access RouterNetVanta 3100
IP Business Gateways forBusiness Trunking
Total Access 900/900e Series
Ethernet SwitchNetVanta 1200s and 1500s
IP Business Gateway forTrunking and Hosted VoIP
NetVanta 6000 Series
Multiservice Access RouterNetVanta 3448, 3458, 1335
Wireless Access PointNetVanta 150
IP Communication Platformwith IP Phones
NetVanta 7100, 7060, IP 700 Series
NetVanta Unified Communications
SubmitADTRANPartner
ApplicationOnline
SilverPartner
RegisteredPartner
ADvantagePlus
Partner
QualificationCriteria
Training and Certification Criteria
ADvantagePartner
ADvantagePartner
IP TelephonySpecialization
InternetworkingSpecialization
Training and Certification Criteria
ADvantagePlus
Partner
Specialization
UnifiedCommunications
UnifiedThreat
ManagementIP TelephonySpecialization
InternetworkingSpecializationSpecialization
UnifiedCommunications
UnifiedThreat
Management
4 www.adtran.com n 800 9ADTRAN
The ADTRAN ADvantage Partner Program is your connection to the tools and resources you need to build higher margin solutions into your customers’ networks.
around the specific needs of our partners, it
remains flexible enough to match your own
evolving business model and objectives.
As an ADTRAN Registered Partner, you gain
access to the resources you need to begin selling
ADTRAN solutions. The Registered level is an entry
level to the program that provides a clear growth
path toward building a stronger relationship with
ADTRAN. Registered Partners complete an online
registration form, and have no revenue requirement.
Professional SpecializationADvantage Plus and ADvantage Partner s are
eligible for professional specialization in core
areas of expertise based on technology focus and
market reach. Completing one or more professional
specializations allows you to gain the high degree
of technical proficiency necessary to properly sell,
configure, and install ADTRAN solutions. Specialized
partners become eligible for additional program
benefits, such as financial incentives, additional
leads, and greater market development funds. Each
specialization carries its own set of requirements.
Specialization TracksInternetworking • The Internetworking
Specialization for ADvantage Plus and ADvantage
Partners requires certification on NetVanta routers,
switches, IP Business Gateways and Wireless Access
Points (WAPs).
Levels of PartnershipThe ADTRAN ADvantage Partner Program offers
three levels of participation — ADvantage Plus,
ADvantage, and Registered. As an ADTRAN
ADvantage Plus Partner, you participate
at the highest level of the program through
a minimum annual revenue commitment
of $100,000. Additional discounts are earned
through network specializations and through
ADTRAN’s deal registration program. ADvantage
Plus Partners commit to an ongoing business
relationship with our company and are recognized
and rewarded for their commitment.
The ADTRAN ADvantage Partner level is designed
to deliver valuable benefits to help you succeed
and strengthen our mutual relationship. ADvantage
Partners participate at the mid-tier level in the
partner program with an annual revenue commit-
ment of $25,000. Additional discounts are earned
through network specializations and through
ADTRAN’s deal registration program. Designed
The ADTRAN ADvantage Partner Program provides significant
business advantages. The greater your commitment to the
program, the greater the reward to your business. Under this
program, margins are highest for the partner on the front
lines — the one consistently designing ADTRAN products into
customers’ network solutions.
5www.adtran.com n 800 9ADTRAN
To sign up as an ADTRAN partner, visit www.adtran.com/join and complete the brief company profile there, or call 800 9ADTRANand ask for an Inside Channel Account Manager.
www.adtran.com/[email protected]
Partner Development
Playbook • To ensure success,
ADvantage Plus and ADvantage
Partners work with ADTRAN
Account Managers to create a
partner development plan
containing numerous elements
to prepare your team to effectively
present, sell, market, and support
ADTRAN solutions. By participating
in this program, you gain access to
a wealth of expertise that can be
channeled into revenue generating
deals. Elements of the program
include business planning, sales and technical
training, joint sales calls, Lunch and Learns,
and more.
An Exclusive Program for ADTRAN
Partners • The deal registration program is
available exclusively to ADvantage Plus and
ADvantage partners selling business networking
solutions. By leading with ADTRAN products, and
by registering the deal, you receive a notable
financial incentive — one that enables you to
bid at a lower price than your competitors and
still maintain a healthy profit margin. This program
is part of our continuing commitment to protect
and increase profit for partners helping to grow
ADTRAN’s market share.
Secure Partner Zone • Developed and
continuously enhanced for your benefit, the
My ADTRAN Partner Zone provides 24x7 access
to resources that help sell and support ADTRAN
solutions, including sales and marketing tools,
product launch kits, pricing information, and
much more. This easy-to-use, password-protected
portal also provides training, materials and
other services to help you develop new revenue
opportunities.
Unified Communications • The Unified
Communications Specialization for Advantage Plus
and Advantage partners requires certification on
the NetVanta Unified Communications solutions.
Unified Threat Management • The Unified
Threat Management Specialization for ADvantage
Plus and ADvantage partners requires certification
on the NetVanta 2000 Series security appliances.
IP Telephony • The IP Telephony Specialization
for ADvantage Plus and ADvantage Partners requires
certification on the IP Telephony products featuring
the NetVanta 7000 Series of converged IP voice and
data solutions.
Benefits to Grow Your BusinessBy partnering with ADTRAN, you gain access to
world-class resources that can improve your
competitive edge. The Program is designed to
deliver valuable benefits that help build and
strengthen your business. A wide array of valuable
tools helps you respond more effectively to the
demands of customers and the marketplace.
Program benefits include comprehensive sales
and marketing support, training and certification,
technical support, lead generation, margin
enhancements, market development funds,
and much more.
Technical Support • Gain priority access to pre-
sales technical support during sales and customer
deployment cycles, including enhanced online
service and telephone service. ADTRAN’s technical
support organization is highly rated by customers
as responsive and effective in troubleshooting and
problem resolution.
Deal Registration • The deal registration
program is available exclusively to ADvantage Plus
and ADvantage partners selling business networking
solutions. By leading with ADTRAN solutions, and by
registering the deal, you receive a notable financial
incentive – one that enables you to bid at a lower
prices than your competitor and still maintain a
healthy profit margin. This program is part of our
continuing commitment to protect and increase
partner profit for partners helping to grow ADTRAN’s
market share.
Make the Connection
The Benefits of Specializationn Build technical competency
n Differentiate yourself in the marketplace
n Increase revenue
n Receive additional program benefits
6 www.adtran.com n 800 9ADTRAN
By joining with ADTRAN, you gain access to a wide range of proven networking solutions backed by a team of networking professionals dedicated to growing your business.
Sales and Marketing Resources • We offer
best-in-class resources for sales and marketing
programs tailored to your business needs and
designed to maximize your success. Numerous
joint marketing opportunities help you effectively
market the ADTRAN product line to both new and
existing customers.
Training • A well-trained team is critical to
continued success in meeting customer expecta-
tions. The ADTRAN ADvantage Partner Program
includes an extensive training curriculum consisting
of sales and technical training courses. Each course
is designed to supply the knowledge and credibility
you need to effectively sell and support ADTRAN
solutions and services. Training options include
instructor-led classes, Webinars, and regional semi-
nars, as well as self-paced online courses available
through the ADTRAN partner portal.
Market Development Funds • These funds
are designed to help extend partner marketing
efforts in cooperative lead-generation activities,
such as advertising, seminars, email or direct mail
campaigns, and more. Funds are awarded based on
partner business and marketing planning with the
ADTRAN Account Manager.
Leads • ADTRAN supports the sales efforts of
channel partners through the development of
demand creation programs to increase partner
visibility to targeted customers and prospects.
ADvantage Plus partners receive access to qualified
leads through joint marketing, corporate and
distributor programs.
Communications • ADTRAN Partners receive
priority access to information on product and
program announcements, updates, regional
seminars, promotions, and more.
Partner Benefits At-A-GlanceRequirements ADvantage
Plus ADvantage Registered
Partner agreement l l l
Revenue Commitment $100,000 $25,000 $0
Sales Reporting l l l
Partner Profile l l l
Annual Qualification l l
Business Plan l l
Specialization l Optional
Benefits
Support
ADTRAN Account Manager l l l
Access to Pre- and Post-sales Support l l l
Priority Access to Pre- and Post-sales Support
lSpecialized
Partners
Free Self-paced Technical Training l l l
Free Web-based Sales Training l l l
Participation in Beta Programs lSpecialized
Partners
Brochures and Sales Tools l l l
Access to Partner Portal l l l
Marketing Resources l l l
Demo Unit Program lSpecialized
Partners
Growth and Profitability
Access to Sales Leads lSpecialized
Partners
Partner Locator Representation lSpecialized
Partners
Eligible for Specialization Discounts l l
Deal Registration l l
Product Promotions l l l
Proposal-based Marketing Development Funds (MDF)
l
Access to ADTRAN Custom Extended Services (ACES)
l l l
Partner Development Program l l l
Communications
Advance Product Information (Road Map) l Specialized
Partners
Welcome Kit l l l
Eligible for Partner Council l l
Ongoing Communications and ADTRAN News l l l
Regional Seminars l l l
7www.adtran.com n 800 9ADTRAN
Why Partner With ADTRANADTRAN is a Solid Company.n Extensive product portfolio includes full-featured,
cost-effective Unified Communications, IP Telephony,
router, switch, IP Business Gateway, Unified Threat
Management, and wireless access solutions
n 25 years experience and long-term profitability in
the networking and communications industry
n Publically traded on NASDAQ (ADTN)
n Market leadership positions in Integrated Access
Devices and IP Business Gateways and #2 in
Branch Office Routers
ADTRAN is Trusted by Service Providers.n ADTRAN solutions are currently in use by every
major U.S. service provider
n Nearly every T1 in the nation is delivered via
ADTRAN equipment
ADTRAN is Known for Innovation.n Unique all-in-one platforms simplify acquisition,
installation and maintenance
n Innovative, high performance solutions with the
features demanded by business customers
n Carrier–class quality and reliability built into products
n Standards-based, plug-and-play compatibility in
multi-vendor networks
n Free firmware updates for as long as you own
the product
ADTRAN is the Leader in Customer Service and Warranty.n Award-winning U.S. based engineers provide toll-free
pre-and post-sales support
n Measured on customer satisfaction, not volume
n Online Knowledgebase available 24/7
n Nationwide installation and maintenance program
n Industry-leading warranties: 5 year, 10 year, and
limited lifetime
ADTRAN Award-winning Partner Program.n Strong margins for partners
n Profit-enhancing deal registration programs
n Product demo and evaluation programs
n Product specialization and certification programs
ADTRAN, Inc.Attn: Enterprise Networks901 Explorer BoulevardHuntsville, AL 35806
P.O. Box 140000Huntsville, AL 35814-4000
256 963-8000256 963-8699 fax
General Information800 [email protected]
ADTRAN is an ISO 9001, ISO 14001, and a TL 9000 certified supplier.
EN779K January Copyright © 2011 ADTRAN, Inc. All rights reserved. ADTRAN, NetVanta, and Total Access are registered trademarks of ADTRAN, Inc. All other trademarks mentioned in this document are the property of their respective owners.
Channel Sales Representatives800 9ADTRAN (800 923-8726)[email protected]
Where To Buy877 [email protected]/where2buy
Pre-sales Support800 [email protected]
Post-sales Support888 4ADTRAN (888 423-8726)[email protected]
ACES Helpdesk888 874-ACES (888 874-2237)[email protected]
To download a searchable version of the ADTRAN Enterprise Networks Catalog, visit www.adtran.com/ecatalog
Smart Solutions for a Connected World. Smart Solutions for a Connected World.
TL19.1270