New, Changing Channel Programs: Aryaka, IBM, Google Cloud, RPA Provider
Channel Futures observed three key trends in its recap of recently enhanced vendor partner programs.
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Kaseya said it would double its marketing development funds (MDF) and create a larger team to support its expanded partner base.
While Datto’s MSP enablement team reportedly numbered three people at Datto, Kaseya has grown that number to 60 people.
We know that 60 people seems like a big jump, but when you look at how big we are as a company, we wanted to make sure we were resourced and staffed,” a Kaseya executive told Channel Futures.
In addition, its MSP consulting and coaching subsidiary TruMethods is getting new resources.
Claudia Adrien wrote all about it and got some comments from Kaseya’s MSP customers.
Aryaka Networks is giving leads to its most successful and committed partners.
The managed SD-WAN and SASE provider is partnering with four of its main services distributor partners and five of their chosen technology advisor partners to give the latter qualified leads.
Aryaka’s business development representative (BDR) team will make outbound calls on behalf of the partners and send over interested prospects.
The partnership requires that the agents certify their teams for Aryaka and meet certain sales requirements.
Read about the Throttle program.
The clock is ticking for IBM partners to transition to the new Partner Plus program.
Partner Plus, heralded as IBM’s take on ecosystems, replaces the multi-decade PartnerWorld program. Part of that change means shifting “thousands” of direct customer accounts to channel partners.
The deadline for partners to make the shift went under six months in January.
Jeffrey Schwartz covered the implications and requirements of the new program.
TD Synnex launched a community geared toward bringing partners into more cybersecurity initiatives.
The distributor called cybersecurity ecosystems initiative an opportunity for partners to acquire premium cybersecurity skills through tapping into forums. It combines both TD Synnex’s flagship cybersecurity portfolio as well as its managed and subscription-based services.
Edward Gately wrote about TD Synnex.
Google Cloud is compensating its direct sales team more for partner applications sold on Google Cloud Marketplace.
Google Cloud sat down with Channel Futures to explain why it penned a lengthy blog post about why it will put “partners first” this year. That discussion included a preview of the company’s life cycle compensation. Partners will choose a level of involvement in life cycle services and receive matching compensation.
The hyperscaler is also reportedly removing all data limits for partners.
Get details on the compensation.
ServiceNow updated its partner tiering.
Partners must maintain segment status (build, consulting and implementation, resale, and service provider)for each of its four motions (registered, specialist, elite and global elite).
Execs said the change helps partners focus on what they do best and helps customers find the most appropriate partner for their needs.
The updates came in conjunction with ServiceNow appointing Erica Violini as its new partner leader.
Learn about the revamp.
Ironscales gave its distributor, VARs, SI and MSP partners a new channel program.
In launching a channel program, the enterprise email security provider formalized its channel efforts. It also committed to operating 100 percent through the channel.
Read more about Ironscales.
SentinelOne is giving partners new specializations in 2023.
Cloud and identity will mark the first two specializations for the cybersecurity provider, and they will come with financial incentives for the partners who adopt them.
Sentinel One has also previewed an authorized support partner program.
Get more information on SentinelOne’s partner program.
Cloud Software Group is bringing Citrix partners into its new combined channel program.
Citrix is the first of multiple CSG holdings – including NetScaler, Tibco and Information Builders – to join its partners to the combined partner organization.
CSG said it has 100% aligned its commercial sales with the channel.
Read about CSG’s channel unification plans.
Robocorp added a partner portal and new tiering.
The robotic processing automation (RPA) provider reworked its partner program to provide more flexible support for partners. The updates include expanding its partner success team.
More than 200 SIs, MSPs and consultancies work with Robocorp.
Learn about Robocorp’s channel program.
Redis‘s partner program updates include a new tiering system.
The data structure provider simplified its program into two tiers, with different levels of discounts and benefits.
The update also reportedly includes new financial compensation programs and joint marketing opportunities.
Get details on Redis’ channel efforts.
Radware finetuned its partner program to give partners mew financial incentives and support resources.
The Radware Cybersecurity Partner Program now revolves around three participation tiers, based on the qualifying business partners drive. The company also deepened its onboarding process and added rebates for new logos.
Radware provides cybersecurity and application delivery solutions.
Edward Gately has the scoop.
Radware finetuned its partner program to give partners mew financial incentives and support resources.
The Radware Cybersecurity Partner Program now revolves around three participation tiers, based on the qualifying business partners drive. The company also deepened its onboarding process and added rebates for new logos.
Radware provides cybersecurity and application delivery solutions.
Edward Gately has the scoop.
The technology vendors making changes to their channel partner programs include robotic process automation (RPA) provider, a SASE provider and a hyperscaler.
Several key trends continue to make themselves visible in how suppliers are partnering with the channel.
On one hand, many IT and AI vendors are formalizing their channel efforts for the first time. The channel saw that time and time again with cybersecurity providers in 2022, but other technology buckets are getting in on the fun. Take, for example, RPA vendor Robocorp launched its first official channel program.
The second trend, which no doubt some of you are sick and tired of hearing of, is vendors explicitly framing their channel efforts around ecosystems. For instance, Google Cloud’s recent internal sales compensation changes reflect its insistence on driving business through its marketplace. And IBM is replacing its decades-old PartnerWorld in hopes of using “partner-led” sales to make ecosystem “a preferred route to market.”
The third trend, perhaps more nascent, is the efforts of vendors to generate leads for their partners. Aryaka Networks recently announced a plan to gird its most dedicated technology advisor partners with hot prospects.
These trends and more comprise Channel Futures’ January channel programs roundup. See updates from 12 companies in the images above.
Also, check out the December new programs recap if you missed it.
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