The DACH region, inclusive of Germany, Austria, and Switzerland, is undergoing a significant transformation, reflecting broader global economic shifts.
At Broadcom, partners are capitalizing on this momentum to move beyond transactional relationships and deliver value-led, partner-driven services that enable deeper, long-term customer engagement. By guiding customers to VMware Cloud Foundation (VCF), a full-stack private cloud platform, Broadcom and its partners are accelerating the transition to modern private cloud environments that support evolving workloads and drive measurable business outcomes.
A critical element of this evolution has been the introduction of “constructive friction” throughout our sales cycles. By jointly integrating specific sales motions and architectural reviews with our partners 180 days before renewal, we ensure all stakeholders engage deeply. This collaborative, proactive approach ensures we aren't just “accepting the status quo”, but are instead starting conversations that allow customers to take a fresh look at their IT strategy—leading to compelling outcomes through a true Cloud Operating Model.
Elevating the Partnership: Beyond the Transaction
The transition from commodity-based solutions to strategic value creation is reshaping the technology landscape in the DACH region. As infrastructure costs, particularly hardware and DRAM, continue to rise with no near-term relief, organizations across the DACH region are shifting away from commodity-based approaches and prioritizing technologies that deliver measurable efficiency and strategic value. For example, Hamza Nadi, Head of Solution Sales at SVA System Vertrieb Alexander GmbH, a leading German technology partner with over 1,000 VMware customers and 300 experts, shared, “With hardware and DRAM prices at historic highs and no relief in sight, customers are looking for smarter ways to increase efficiency. Memory tiering, a feature of VCF 9, has already enabled several of our customers to increase density and reduce unnecessary capacity expansions by up to 30% when combined with Broadcom's infrastructure stack. With memory as the most expensive part in the data center infrastructure, this immediately delivers cost efficiency and optimizes utilization of existing resources.”
This field-level success aligns with insights from Krish Prasad, who leads the VCF business for Broadcom, recently reinforced that the VCF 9 feature set is essential for navigating the current hardware crunch. By leveraging these advanced capabilities, Krish notes that customers can manage high costs and capacity constraints more strategically.
The move from license-led conversations to a holistic, solution-driven approach is fundamentally reshaping how partners engage customers and delivering materially better outcomes as a result. Stefan Hörhammer, COO of Medialine, a German-based full stack system integrator with 800 employees across 25 offices in Europe and Broadcom partner, "With the recent changes to the Broadcom partner program, we now have a very simple license model, which means that partners now have to understand what's all integrated in the VCF. That makes it much more effective to talk to our customers about the solution. We are building a story and a strategy with the customer to deliver real value, which makes it much more interesting for us and more challenging."
And customers are not the only ones benefiting from this approach. Gudmundur Aðalsteinsson, Chief Partner and Sales Officer for SoftwareOne, a global company operating in 69 countries with approximately 13,000 employees and a Broadcom partner, remarked, "By investing in those partners who deliver value to customers, Broadcom has given us a larger market space to be competitive and helps us drive more revenue."
Quantifiable Success
The numbers speak volumes about the success of this approach. VCF sales in the DACH region have grown tremendously in the last 18 months. This remarkable growth reflects the success of partners who have embraced value-creation sales methodologies and lifecycle-focused customer relationships.
Partners are experiencing significant margin improvements as they transition from low-value transactional approaches to higher-value advisory and implementation services. Broadcom’s partner program rewards this evolution, creating a positive feedback loop that incentivizes continued investment in advanced capabilities.
Implementation Excellence
The success in the DACH region extends beyond sales into real customer deployment and adoption.
Broadcom’s service entitlement program plays a critical role in accelerating VMware Cloud Foundation (VCF) deals by investing in the initial services needed to kickstart transformation projects. This targeted investment removes early friction, speeds time-to-value, and ensures customers begin realizing outcomes from day one. By enabling partners to lead with expert services from the outset, Broadcom drives stronger adoption, deeper platform utilization, and more successful long-term customer outcomes.
Real-world implementations, including mission-critical air traffic control systems, further demonstrate the reliability and performance of VCF ultimately supporting the critical public services that millions of people rely on every day for safe and efficient air travel.
Yves Sandfort, CEO and founder of comdivision, a consulting and professional services firm specializing in Broadcom VCF implementations and critical infrastructure support and a Broadcom partner, has completed more than 100 VCF implementations over the past few years, including Germany’s air traffic control system, and commends this partner-led services approach: "Customers are fed up with partners who just want to do time and material. They want real outcomes,” said Sandfort. "Today, both private and public sector organizations view the public cloud as a complete no-go. Instead, using VCF, they want to build resilient and reliable infrastructure cloud, and ensure everything works seamlessly. We have helped many of them build reliable infrastructure across numerous timezones and regions."
Delivering Value in the Private Cloud
Looking ahead, DACH region partners are well-positioned to capitalize on two key growth areas: ensuring complete adoption of VCF implementations and leveraging VMware vSphere Foundation (VVF) as a step toward full cloud operating model on-prem adoption. This balanced approach acknowledges that platform modernization is an evolutionary process, requiring tailored solutions for organizations at different stages of maturity. Partners can serve customers across this spectrum while building long-term relationships that support continued growth and expansion.
“By talking with customers about the value you get with the full VCF stack, many of these customers are opening up and saying, 'Oh, I wasn't aware that VCF also brings monitoring, automation, network security, and all of these capabilities that allow me to get rid of my legacy costly storage platform while still having one stack,’" said Sandfort.
The feature-rich VCF platform continues to provide immeasurable value to customers. Hamza Nadi remarked, “VCF 9 really helps to solve business problems and increases security as well. By simplifying infrastructure, you have the ability to protect your infrastructure end to end. VCF gives this iPhone experience—I get the whole stack from the vendor, it's updated from the vendor end to end, and I can concentrate on the apps “
As this momentum builds, the priority is clear: convert promise into proof, turning platform capabilities into measurable customer outcomes and durable, scalable partner growth.
Broadcom and its DACH partners are driving a future in which customers operate a more efficient, resilient, and high-performing infrastructure; partners achieve stronger profitability and clear market differentiation; and the broader economy advances toward more sophisticated, knowledge-driven operating models.
This is the power of partnership in action.