I’ve spent most of my career in professional services, including nearly a decade leading the North America services organization at VMware. And in my current role at Entelligence, I continue to work closely with VMware and Broadcom customers as a strategic services delivery partner. It gives me a front-row view into how the services model has evolved and where customers are leaving value on the table. 

Here’s one thing many VMware customers do not realize: If you invested in VMware software last year, your purchase likely included Broadcom Services entitlements. These services are not promotional add-ons or limited-time incentives. They are part of the investment you’ve already made, and they should be utilized. 

The goal of this post is twofold. First, to raise awareness of the services that VMware and Broadcom customers are entitled to. Second, to explain why activating those services in 2026 will play a critical role in shortening time to value from your software investments. 

VMware Professional Services Changed After the Broadcom Acquisition 

Since the transition from VMware to Broadcom, professional services have become a core part of the overall value model rather than an optional add-on. Services are now bundled with every product, which signals a fundamental shift in how Broadcom approaches customer success. This model reflects a belief that software value is only realized when it is deployed correctly and adopted quickly. 

The benefits of this shift resonate on both sides: 

• Customers benefit from faster time to value, lower deployment risk, and fewer delays caused by resource or expertise gaps. For IT leaders facing tighter budgets and higher delivery pressure, this change meaningfully alters how software investments should be planned and executed. 
  
• Broadcom benefits from faster onboarding, stronger adoption, and more predictable outcomes.  

What Your Broadcom Services Entitlement Actually Means 

Services entitlements are designed to help customers get productive quickly and confidently. They can typically be redeemed across several common engagement types that support early success and long-term stability. These include:  

• Deployment and onboarding assistance 

• Architecture validation 

• Best-practice configuration 

• Enablement and operational readiness 

Even as platforms mature and become easier to operate, expertise still matters. VMware Cloud Foundation 9 simplifies the operating model for many customers, but simplification does not eliminate the need for experienced guidance. Proper design, sequencing, and execution remain critical to achieving the outcomes Broadcom expects customers to see. (For more guidance on how and why to upgrade to VCF 9, check out this post.)  

Using Your Entitlement = Faster Time to Value 

When customers don’t use their services entitlements, the impact is visible and measurable.  

• Deployments take longer than expected. 

• Platforms are underutilized. 

• Return on investment is delayed.  

These underwhelming outcomes are rarely caused by the software itself, but by gaps in planning, execution, or expertise. 

Broadcom expects customers who activate the right services to onboard up to ten times faster. That acceleration compounds over time as teams gain confidence and avoid rework. We at Entelligence talk about the concept of “first-time-right delivery”: getting implementations right the first time, for fewer re-platforms, fewer escalations, and fewer surprises that disrupt business momentum. 

So Why Do Entitlement Dollars Go Unused? 

Despite the availability of services, many organizations aren’t fully activating their entitlement dollars. In many cases, teams are not aware that those dollars exist or that they are time-bound. Others understand the entitlement but aren’t sure how to engage services or where to start. 

And so it goes: Value is left on the table, internal teams become frustrated, and renewal conversations become more difficult later on.  

How Broadcom Delivers Services at Scale and Why Partners Matter 

Delivering services at Broadcom’s scale is not a trivial challenge. The customer base is massive, environments are increasingly hybrid, and expectations for quality and consistency are high. Scaling an internal services organization alone would introduce delays and variability that undermine the very outcomes services are meant to deliver. 

Instead, Broadcom relies on strategic services partners to extend their own delivery capabilities. This approach allows Broadcom to maintain quality while scaling quickly and predictably. And it is within this partner model that Entelligence plays a critical role. 

Entelligence Delivers First-Time-Right VMware Deployments 

For decades, Entelligence has delivered white-label services on behalf of VMware under the Expert Advantage Advanced program. So when Broadcom allocates resources for your services entitlement, there’s a good chance that the experts supporting your deployment come from Entelligence. 

Even for organizations without services entitlements, Entelligence can be a resource. Today, clients can procure professional services resources directly from Entelligence. Either way, the delivery model remains the same: Entelligence provides certified experts aligned to Broadcom products, repeatable deployment patterns proven across thousands of engagements, and AI-guided scoping and journey mapping to reduce risk. The result is trust, consistency, speed, and calm throughout the deployment process. 

Summary: Make the Most of Your Entitlement in 2026 

Services are no longer optional. They are built into the investment and intended to be used early, not after problems emerge. Organizations that activate services quickly are better positioned to recognize return on investment as soon as possible. 

To get started, ask your Broadcom representative what services you are entitled to right now. Align those services to business outcomes rather than viewing them as purely technical tasks. Use services early in the lifecycle. Choose partners who prioritize first-time-right delivery and bring deep domain experience to every engagement. 

Additional Resources 

• Read the blog: How and Why to Upgrade to VMware Cloud Foundation (VCF) 9.0 
• Learn about Entelligence Talent and find consultants with expertise in your stack 
  

• Watch Entelligence Unplugged featuring Broadcom’s VP of Americas Professional Services & Customer Success, Brian Martinez: How Services Can Fuel Product Growth 

Frequently Asked Questions (FAQs) 

What are Broadcom Services entitlements for VMware customers?

Broadcom Services entitlements are professional services that are bundled with many VMware software purchases following the Broadcom acquisition. These services are designed to help customers deploy, configure, and adopt their software more quickly and effectively. They are not promotional add-ons, but part of the original software investment. Learn more about getting started with VCF Learning Entitlements here or view the VCF Services Entitlement documentation here. 

How do I know if I have Broadcom Services entitlement dollars?

The simplest way to confirm your services entitlement is to ask your Broadcom or VMware account representative what services are included with your current licenses. Many customers have entitlement dollars without realizing it, especially if the software was purchased or renewed in the past year. These entitlements are often time-bound, so it is important to verify them early. 

What types of services can I use my Broadcom entitlement for?

Services entitlements are commonly used for deployment and onboarding assistance, architecture validation, best-practice configuration, and enablement or operational readiness. The goal is to reduce risk and accelerate time to value during critical phases of implementation. Using these services early helps ensure the platform is set up correctly from the start. 

What happens if I don’t use my VMware or Broadcom services entitlements?

When services entitlements go unused, customers often experience slower deployments, lower platform adoption, and delayed return on investment. These challenges are typically not caused by the software itself, but by gaps in execution or expertise. Unused entitlements also represent lost value from an investment that has already been made. 

Who delivers Broadcom Services, and what role does Entelligence play?

Broadcom delivers services through a combination of internal teams and strategic services partners. Entelligence is a preferred services delivery partner and has delivered white-label VMware services for decades as an Expert Advantage Advanced partner. In many cases, the experts supporting Broadcom services entitlements come from Entelligence, providing customers with consistent, first-time-right delivery.