Adallom Channel Program Focuses on 'Long-Term' Relationships

With the glut of new partner programs announced every week, it can be all too easy to think every program is just another variation of the same tried-and-true concept. Cloud data security provider Adallom is looking to buck that trend with the unveiling of its global channel partner program, which aims to give cloud service providers (CSPs) a solution for protecting SaaS-based applications such as Salesforce and Box.

While the program itself is broken down into a standard three-tier model, many of the similarities to other programs end there, according to Steve Kazan, senior director for Channel Development at Adallom. Rather, the company is looking to differentiate itself by only aligning with best-of-breed partners who understand its commitment to forging long-term relationships.

“We’re building this program from scratch the way we think [a partner program] should be built,” said Kazan, in an interview with The VAR Guy. “We want to have true partnership with our resellers, our integrators, our solution providers. We want to use that partnership to provide the best possible experience and best possible service for our joint customers.”

Instead of approaching the concept of its first channel partner program as a way to attract all manner of new businesses, Adallom is instead choosing to select only partners who fit naturally into its channel philosophy. The company is basing its services strategy off of the concept of “managed responsibility,” meaning Adallom and its partners are equally responsible for the continued success of their customers.

“There are plenty of partners out there who just want to grab a [purchase order] and we’re not really in the market for that,” said Kazan. “We’re not a company that just wants to sell a product … and then move on to the next client. We’re in the market for partners that want a good, strong, long-term relationship.”

Although Adallom is still a relatively young company, Kazan said he has big plans to flesh out the partner program in the coming months. Additionally, Adallom will continue to develop relationships with partners of all sizes, including large enterprises, SaaS providers and boutique vendors.

While it’s still too early in the program’s life to determine whether Kazan and crew can keep their promise to only work with partners who share their same business philosophy, the fact that Adallom isn’t willing to lower its standards in return for easy partnerships is an admirable quality nonetheless.