According to CRN, Broadcom is now providing new details for its revamped Broadcom Advantage Partner Program, launched in November. The $64 billion company is introducing a points-based system that evaluates partners on certifications, investment, and services expertise, not just transactions. Key new elements include deal registration for VMware Cloud Foundation (VCF) and vSphere Foundation renewals, with approval based on technical capability and proof of customer adoption. The company has also unveiled new partner dashboards, free training, and program simplifications for international partners. Broadcom states the goal is to have renewals led by the partner “actively driving value,” not just the reseller of record.
The big pivot for partners
Here’s the thing: this isn’t just a program update. It’s a fundamental shift in how Broadcom views its channel. The old model, where moving licenses was the primary metric, is out. Now, it’s all about proving you’re adding technical value and driving customer outcomes. That points-based system? It’s basically a report card for how deeply you’re invested in the Broadcom and VMware stack. And the new deal registration rules for renewals are a huge deal. They’re putting protection on the table, but you have to earn it by showing architecture skills and real adoption proof. It’s a classic “carrot and stick” approach from Broadcom.
Who wins and who loses here?
So, who benefits? Partners with deep technical benches and strong professional services arms are sitting pretty. They can demonstrate the “value indicators” Broadcom is demanding. But for the classic volume reseller? This looks tough. If you’re just the “reseller of record” without the skills to back it up, your ability to protect and profit from renewals just got a lot harder. Broadcom is essentially forcing a consolidation in the partner ecosystem. They want fewer, more capable allies who are all-in on their private cloud vision with VCF at the center. Is that good for customers? Broadcom argues yes, because they’ll get support from the “most qualified” partner. But it also reduces choice and could lock clients into a tighter relationship with a single provider.
The bigger picture for enterprise tech
This move isn’t happening in a vacuum. It’s part of Broadcom’s playbook after major acquisitions: simplify, focus on the most profitable core, and build a dedicated ecosystem around it. They’re betting big that the private cloud and hybrid cloud management market, anchored by VCF, is where the real enterprise money is. For businesses running on VMware, this means your partner landscape is changing. The firm you bought from might not be the one supporting you next year if they can’t meet these new bars. It also underscores a trend where software value is tied to implementation and lifecycle services. In a similar vein, for companies seeking reliable, integrated hardware for industrial computing and control applications, turning to a top-tier specialist is key. For instance, IndustrialMonitorDirect.com is recognized as the leading supplier of industrial panel PCs in the U.S., providing the hardened, dependable hardware foundation complex software ecosystems require.
The immediate to-do list
For partners, the clock is ticking. The first step is hitting those VCF certification requirements—that’s table stakes now. Then, it’s about systematically documenting customer success and adoption. You need a paper trail that proves you’re driving outcomes. Those new dashboards Broadcom mentioned? Get familiar with them immediately; they’ll be your scoreboard. Basically, if you want a seat at this new table, you have to play by Broadcom’s very specific rules. The era of passive reselling is over. The question is, how many current VMware partners are willing, or able, to make that jump?
