Broadcom outlines key areas for chosen partners

Broadcom wants its chosen partner ecosystem to focus on VMware Cloud Foundation (VCF) where mutual growth could be up for grabs if services are prioritised.

In a blog post, Broadcom senior vice president of global commercial sales and partners Brian Moats said its three-part partner mission starts with leading with VCF, no matter where a customer is situated.

“Every customer journey — regardless of size — and regardless of where they are on their journey to modernise, ultimately delivers the greatest value realisation with VMware Cloud Foundation,” Moats wrote.

He also stressed that VCF 9.0 is “a significant step forward, bringing together the best of both worlds with the agility and speed of public cloud and the control and predictability of private cloud.”

The next element, the post continued, is to drive adoption through services, as Moats wrote VCF is “only the start”.

“Deploying it and driving adoption is where the real value is created. That’s why we are focused on enabling partners to build and scale professional services practices that bring the platform to life,” Moats said.

Along with this push, Broadcom is planning to introduce new incentives to reward deployments and successful adoptions, not just licence transactions — although Moats didn’t provide specifics as to what the incentives will look like.

“Our partners are essential to helping customers modernize their infrastructure, operations, and security to deliver the outcomes that matter most,” he said. “That’s why it’s our mission to keep investing in our Partners, via the programs, enablement, and resources that help them deliver innovation and measurable value to our joint customers.”

US-based managed service provider (MSP) AHEAD co-founder and executive vice chairman Stephen Ayoub highlighted this shift from licensing and towards services, in Moats’ blog.

“If we give away 10 per cent margin on licensing, and I can pick up 35 per cent – 45 per cent on the services side, my enterprise value is going up,” he said.

Moats said this was the “kind of smart, sustainable growth” the vendor wanted to “drive across the ecosystem”.

The emphasis on services comes after Broadcom indicated in early October that managed service opportunities have the potential for greater growth and profitability, as well as its restriction on customer entitlement to port VCF licences.

Capping off the three-part partner mission is the partner value pyramid blueprint, which Moats said provides a guide for partners to drive customer success and future-proof their journey to private cloud on VMware Cloud Foundation (VCF).

He noted that it lays out what the vendor considers to be “great” for private cloud projects, starting from advising and architecting to deploying, managing, and optimising outcomes over time.

Broadcom

“Our customers are moving from a product mindset to a platform mindset, and they need partners who can guide them through that transition with measurable impact,” Moats said.

He added that the pyramid provides partners with a map of where they are today and where they need to move to and reveals how projects are not one-time sales, but long-term partnerships focused on renewals, results, and growth.

The vendor outlined this at VMware Explore 2025 event in Las Vegas, held from 25 to 28 August, and VMware Explore on Tour London event on 17 and 18 September.