New, Changing Channel Programs: AT&T, Verizon, AWS, N-Able, Zoom, Tech Data
Vendors are all about MDF, co-selling and partner portals these days.
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AT&T channel programs have undergone significant changes over the years.
For ACC Business, that meant drastically expanding the technology portfolio partners can sell, and for both ACC and the Alliance Channel, change has meant re-orienting around technology solutions brokerages (formerly known as master agents). AT&T Partner Exchange has evolved its technical sales consultant group to make them work closer to the customer.
Check out our video interview with AT&T’s Chris Jones and Rick Chapes.
Amazon Web Services announced plans to give its consulting partners more support.
AWS added new “Partner Paths,” which provide opportunities for partners around software, hardware, training, distribution and services. AWS had previously just been offering an ISV path. An executive said the change accomdates consultant partners who wanted to develop their own software.
Check out Christine Horton’s article.
McAfee Enterprise is merging its channel partners with those of FireEye.
Both companies are coming together under the same private equity leadership. McAfee tapped Britt Norwood as senior vice president of sales and global channels and commercial. Norwood set out to achieve a few key objectives, including getting closer to the customer and helping partners strengthen their service practices.
Read about Norwood’s plans.
Zoom offered partners a marketing platform.
Resources in the Partner Demand Center include email campaigns, social media marketing and webinar syndication. Partners can also harness analytics and lead tracking.
Get details on the Partner Demand Center.
D&H Distributing announced a new partner organization.
PartnerFi Community launched Jan. 1. Its benefits include access to subject matter experts and field leaders, discounts and credit incentives. PartnerFi’s two networks focus on K-12 education and traditional VAR and MSP partners, respectively.
Edward Gately has the scoop.
Verizon also launched a new partner portal.
Wendy Taccetta, senior vice president of small business and channel chief, explained that the company’s channel efforts are as unified as they have ever been. That in part means bringing together wireless and wireline sales.
See our Q&A with Taccetta.
TD Synnex improved cloud support services for European partners.
The distributor announced the ELITE Cloud Support Service (CSS) Partner Program. The framework allows for the building of customized customer service packages.
Learn how TD Synnex is supporting its European VAR partners.
Juniper Networks added a tier to its channel program.
The “Elite Plus” group offers the highest level of support, investment and incentives. The program also offers partners role-based “journeys.”
Juniper made the update after closing a series of acquisitions, including Mist Systems and 128 Technology.
Christine Horton wrote about the program update.
Lenovo is launching a unified partner program for PC and data center.
The vendor intends to incentivize partners to combine solutions from the Intelligent Devices Group (IDG) and Infrastructure Solutions Group (ISG) in sales to customers.
Partners participating in Lenovo 360 can access training, certifications and marketing resources.
Get details on Lenovo’s update.
N-able is promoting more channel integration in its international sales model.
The RMM provider is applying the changes to its efforts in mainland Europe and the U.K. CEO and president John Pagliuca insisted that no channel conflict will arise as a result.
Read about the company’s international sales model.
Cybersecurity provider Glasswall Solutions is looking to arm distributors, resellers, system integrators and MSPs with its content disarm and reconstruction offerings.
Glasswall partners can access a partner portal, MDF and deal registration. Market development funds (MDF) are also available.
Read Claudia Adrien’s story.
Hitachi Vantara has added speed and simplicity to its channel program.
The company’s channel chief said the storage provider sped up its quoting and deal approvals and simplified deal registration. The company also added more marketing content.
Read the story Jeffrey Schwartz wrote about Hitachi Vantara.
Bandura Cyber signed its first channel partnership.
The threat blocking solutions provider teamed up with Avant as its first solutions brokerage. Bandura’s chief revenue officer said multiple deals have already come out of the partnership.
Learn about what Bandura does.
Storage solutions provider Infinidat ramped up investment in its channel program.
Infinidat increased MDF opportunities and margins for partners. It also has increased its number of partner account managers.
The company noted that its number of partners increased 25% year-over-year. It is reportedly close to driving 90% of its sales through indirect.
Read more.
Zero-trust solutions provider Authomize unveiled a new partner ecosystem program.
Partners will receive marketing opportunities, sales engagement tools and “generous funding.” The program will eventually expand beyond North America and eventually include a partner portal.
See Authomize’s announcement.
Zero-trust solutions provider Authomize unveiled a new partner ecosystem program.
Partners will receive marketing opportunities, sales engagement tools and “generous funding.” The program will eventually expand beyond North America and eventually include a partner portal.
See Authomize’s announcement.
Vendors continue to court the channel with market development funds, discounts and other financial incentives.
Investment in partners appears to be increasing all across the board. We’re seeing it in the networking space, with Juniper Networks expanding benefits for qualifying partners, and younger companies like Bandura Cyber getting in on the agent channel for the first time.
Multiple providers launched new partner portals last month. That includes Verizon, Lumen and Glasswall. Vendors seem to agree that automation and centralized visibility will help differentiate their partner experience from that of their competitors.
We’re also seeing some vendors double down on a co-selling strategy. That includes N-able, which is counting on direct-indirect teamwork to expand in Europe, and AWS, which reports channel integration success.
Scroll through the 17 images above to see the latest channel program updates.
Check out our November channel programs recap if you missed it.
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