Citrix Channel Program Emphasizes Demonstrated Competency

Citrix (CTXS) is rolling out a new channel program that focuses on skill specialization as a way of differentiating partners. The program also introduces streamlined certification requirements and a new specialist track designed to incentivize partners to focus on unique skill development.

The Citrix Solution Advisor program is designed to help partners stand out from the pack by encouraging technical competency, sales capability and service delivery through the optional Specialization track, according to the company. Under the new program, partners can select the technical tracks that fit their current business model and add competencies as they grow their business.

Partners will have access to vendor endorsement and branding after achieving specialist status, in addition to exclusive access to Citrix services content including service templates and practice development. Profit margin for these partners increase to 33 percent from the standard 22 percent rate given to certified partners.

“The new channel program with specializations will help our solution advisors drive higher satisfaction, confidence and loyalty with their customers and, in turn, realize significant year-over-year revenue,” said Tom Flink, vice president, Channels and Market Development Sales at Citrix, in a statement. “We will continue to innovate our channel program, tools and resources to ensure that our partners can differentiate themselves and gain a competitive edge in the market.”

Several core competencies are available as part of the new track, including tracks for virtualization, networking data centers and mobility management. Specialist partners can also elect to take an optional track for networking apps and mobile security. Best practice certification, three customer validations and a completed specialist practicum will be required for all specialist partners. All partners still must obtain the latest Citrix technical certifications to be members of the program.

If this is all beginning to sound a bit complex, don’t fret; the new partner program structure was designed to cut out some of the red tape associated with gaining specialization, according to Citrix. Under the new CSA program structure, standard level partners will be required only to obtain program registration, with additional specializations optional. Gold partners have the option of obtaining one specialization or simply reaching their annual revenue goal. Platinum partners will be required to achieve two specializations in addition to meeting their annual revenue goal.

The new CSA program is being positioned as the central pillar of the new Citrix Partner Growth Plan, which includes pillars for field and partner collaboration, focused partner enablement across the customer lifecycle and demand generation for marketing campaigns, according to the company.

While the Partner Growth Plan officially launched this week, current gold and platinum partners will have until Dec. 31, 2016, to migrate to the new program. All current silver partners as well as new partners will be migrated to the program immediately, according to the announcement. Citrix plans to roll out the additional three pillars sometime over the next 12 months.