20 Partner Program Changes: Cisco, NetApp, Vodafone, More
TSDs, MSPs, VARs, SIs, MSSPs, VADs, ISVs. The suppliers are going for all the acronyms.
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HPE is giving its partners more autonomy to deliver managed services on its platform.
The Partner Ready Vantage Program will feature three tracks, each with a center of expertise. The tracks are “Build,” “Sell” and “Service.” While the service track has existed for more than a year, it now gives Aruba partners a link into HPE hybrid cloud offerings.
Jeff O’Heir wrote about HPE Discover.
Windstream Enterprise executives emphasized channel integration in the announcment of their new One Program.
The company promised full life cycle support in the update. It also described its compensation as competive. Its incentives include an up-to eight-times SPIFF.
Claudia Adrien covered the update.
Cisco has created a more digital experience for SMBs to connect with its partners.
The provider drastically revamped its website to reduce the bounce rate of SMB visitors. Cisco has reported increased leads, which it has directed to its digital storefront of partners as well as its channel integrated inside sales team.
Several Cisco partner executives chatted with Channel Futures about everything that’s going into their SMB channel.
Malwarebytes‘ updated reseller program offers base and multiyear discounts as incentives for the channel.
The three-tier program also includes lead sharing, not-for-resale licenses and MDF. In addition, the cybersecurity vendor is helping partners go after specific verticals with unique bundled solutions.
Read more about Malwarebytes.
Veeam is seeking more alliances with security providers.
That info comes from partner head Larissa Crandall, who was speaking at the VeeamON 2023 conference. Crandall started her role as leader of Veeam’s global channel ecosystem about six months ago.
She explained that she is establishing a strategy that spans across all different partner types and channel mediums.
Jeffrey Schwartz interviewed Crandall.
Pax8 is rolling out a cybersecurity program designed to help MSPs more efficiently sell security.
The program includes training modules geared toward upselling advanced cybersecurity, as well as a portfolio of new vendors. Perimeter 81, HacWare and MailGuard are a few of the suppliers.
Read Jeff O’Heir’s reporting.
Resellers, MSPs and technology partners are participating in the LastPass Allegiance Partner Program.
The password manager, which recently spun off from GoTo, launched its first partner program. And with that change in the backdrop, LastPass is catering to partner models “different than the traditional agency models” GoTo has used.
Read about the LastPass Allegiance Program.
British telco Vodafone is seeking to drastically increase its channel-led revenue in North America.
Vodafone has been pushing to grow its channel business with technology services distributors (TSDs), value-added resellers (VARs) and system integrators (SIs) over the last ten months. More recently it signed with Avant.
While Vodafone currently does approximately 20% of its U.S. revenue indirectly, one exec said it aims to grow beyond 50% in the upcoming years.
Learn about trends Vodafone is seeing with its deals.
AvePoint expanded its certification program and teased a new tool.
The SaaS operations solutions provider has already been operating a certification program. The resource has shifted, however, to allow “entire organizations” to get certified with AvePoint.
In addition, AvePoint on July 3 launched a Partner Locator, which highlights integration and services partners.
Check out AvePoint’s press release.
Accenture, Optiv and Trace 3 are just a few partners working with Securiti‘s Unify Partner Program.
The unified data controls provider said it has moved to a “channel-first model.” Seventy-five percent of Security’s opportunities reportedly involve partners, and the company stated a goal of reaching 100%.
You can read Securiti’s press release on the matter.
EMEA partners can tap into Veracode‘s channel program.
The region now can use Veracode’s demand-generation campaigns, enablement content and training and certification. Veracode provides software security. The company launched its Velocity Partner Program in North America a year ago.
Learn more about Veracode and its program.
NetApp will go “deeper with fewer partners” in its latest program update.
The storage provider is going for simplification in the update, moving from a handful of levels to three tiers. One executive said the changes seek to honor NetApp’s diverse partner base.
NetApp will also unveil a distribution program later this year.
Christine Horton chatted with NetApp UK&I channel lead Sonya Mathieu.
OffSec is giving partners a new system for rewards, as well as making significant changes to its tools.
The offensive security provider recently expanded its year-old progam to bring in distributors and MSSPs. Moreover, it launched a tiered rewards system and “uplifted” its tools. Updated tools include a new partner portal and marketing center.
Learn more about OffSec.
Impossible Cloud announced a new channel program.
VARs, MSPs, ISVs and SIs will participate in the program. MSPs can deliver the service in a consumption model.
Impossible Cloud offers web3-based native cloud storage.
Edward Gately has the scoop.
Cybersecurity provider Imperva redesigned its partner program around three tiers.
Partners get access to increasing discounts and investments as they move through the select, advanced and premier tiers in the Imperva Accelerate Partner Program.
In addition, the program features four different go-to-market strategies.
Claudia Adrien wrote about Imperva.
Low-code platform provider Pegasystems updated its specializations program as part of its channel updates.
The specializations focus on verticals, including financial services and health care. Pega has also added process mining as a specialization.
In addition, Pega updated its marketplace.
Edward Gately has the scoop.
Cybersecurity-as-a-service provider Critical Insights is targeting a wide variety of partners in its updated partner program.
Agents, distributors, MSPs, MSSPs, SIs and VARs are all getting a piece of the action in the vendor’s PartnerFirst Program. The company’s vice president of channel alliances said Critical Insights is directing inbound leads to its partners in order to be “a two-way street.”
Learn more about the company.
Dragos which helps businesses assess the cybersecurity posture of their operational technology, is letting partners tap into its set of services more.
Previously the program allowed resellers to sell Dragos’ platform for asset discovery, threat detection and other services. Now the company has upped its training so partners can do more than resell.
Get details on the shift.
Blancco Technology Group has committed to a 200% increase in channel investment.
Specifically, the data erasure and mobile life cycle solutions provider said it is building teams, product development and marketing.
“With significantly more investment into our distribution, enablement, platform, and marketing efforts, we will be able to elevate and expand our partner resources and offer even more robust incentives,” Blancco global director of channel Christina Walker said.
View the announcement on Blancco’s website.
Blancco Technology Group has committed to a 200% increase in channel investment.
Specifically, the data erasure and mobile life cycle solutions provider said it is building teams, product development and marketing.
“With significantly more investment into our distribution, enablement, platform, and marketing efforts, we will be able to elevate and expand our partner resources and offer even more robust incentives,” Blancco global director of channel Christina Walker said.
View the announcement on Blancco’s website.
Technology vendors are making partner program enhancements to improve the quantity and/or quality of the partners selling and leveraging their solutions.
Channel Futures early in each month shares news from providers that have made changes to their partner resources and strategy. In an era where layoffs are hitting direct sales teams hard, many vendors are choosing to put greater investment in their indirect sales footprint.
The vendors here vary significantly, from telecommunications (Windstream and Vodafone) to IT infrastructure (Cisco and HPE) to software and security providers (Veeam, LastPass and many others).
Some vendors are moving away from the commonly utilized three-tier model. Others, like NetApp, are embracing it as a way to simplify their program. Some vendors are going all in with a specific type of partner, as many suppliers are with MSPs, while some are casting a wide net, such as cybersecurity provider Critical Insights.
Channel Futures rounded up 20 of the most impactful announcements from vendors and distributors about their channel programs. The list is by no means exhaustive. For example, conversational AI provider Mosaicx launched a new agent program, Chinese hyperscaler Alibaba started a recruitment drive for U.K. channel partners, and voice and collaboration solutions provider BCM One has grown more focused with its partner base.
Scroll through the 20 images above to see the partner program changes.
Or check out the May edition of channel program updates.
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