ConnectWise Partners Earn $54 Million via Channel Program

In the last 12 months, ConnectWise partners have garnered $54 million in revenue through the company’s partner program.

ConnectWise’s Maddie Metheny

Maddie Metheny, ConnectWise manager, partner program marketing, didn’t say how many partners that included. However, she was more than thrilled to present that figure during a conference session Thursday at IT Nation, ConnectWise’s premier yearly event.

“Once partners come into the program, we really help them to scale their cybersecurity,” Metheny said. “We’re super proud of them as well. We really love seeing our partners grow and their revenue grow, of course, because that’s literally the whole point.”

The ConnectWise partner program is two-tiered. One can be a registered partner, where they grow at their own pace. Selecting that program guarantees access to on-demand educational resources and training; use of a free marketing automation platform to send marketing emails; and leveraging “brandable” marketing assets.

The second tier is where things get more nuanced. In the accelerated partner track, recommendations from the ConnectWise team help partners build a foundation for pricing, packaging, marketing and sales. This tier gives partners an opportunity to access market development funds (MDF) and generate leads with a marketing concierge. The white-glove approach continues as ConnectWise offers the assistance of a dedicated partner development manager to coach a partner’s sales team.

In addition, as partners grow, they acquire more licenses.

“We’re going to give you [as part of the program] 10% quarter over quarter of that growth back for you to reinvest into your demand generation efforts,” Metheny said. “That’s a huge benefit that a lot of our partners just absolutely love.”

Marketing Efforts

From social media assistance to an extensive 500-asset branding portfolio, ConnectWise aims to help partners on multiple fronts. The company provides a marketing readiness assessment that walks partners through updating a website with cybersecurity or BCDR content. It makes sure landing pages can collect leads. The process also includes adding a code to the website to track campaign visitors.

These tools aid with a variety of campaigns that partners have engaged in, the company said. Metheny added that partners have taken what they’ve learned through the program and applied it to even organizing cyber events.

However, Metheny did caution that ConnectWise was not offering a full-on marketing agency experience and that partners were strongly encouraged to incorporate the company’s program into outside agency efforts.

“You can use your [MDF] to invest with these organizations to really help you to drive those activities outside of what we offer and to complement that,” she said.