New, Changing Partner Programs: Cisco, Lumen, Microsoft, VMware, More
Kaseya announced an auto-renewal policy that Datto MSPs are eying; Lumen addressed TSD partners.
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Some of Cisco‘s largest partners are embracing the vendor’s growing friendliness with cloud marketplaces.
Cisco channel executives teased plans to put offerings on AWS, Azure and Google Cloud marktetplaces in fiscal years 2023 and 2024. However, they said they intend to roll out the services out in such a way that complements what traditional channel partners are doing.
In addition, Cisco is planning to do more around co-selling. Vice president of global strategic partner sales Nick Holden expanded his title to include “co-sell.” Moreover, the company plans to build out new incentives and programmatics to encourage direct and indirect sellers to work together.
Read about the roundtable.
Lumen Technologies is emphasizing a customized approach to partners.
Lumen channel leaders recently stated that they are trying recognize the uniquess of their various TSD partners, rather than takin a one-size-fits-all approach.
The provider is also engaging in more local “matchmaking” activities between direct and indirect sellers.
Most recently, Lumen’s channel leader Dave Young adopted a new title that will let him focus more on enterprise and channel, with a decreased focus on systems integrators, hyperscalers and digital ventures.
Read our Q&A with Lumen.
Google Cloud partner leaders say they want to double their investment in the channel.
The hyperscaler noted that new partners have increased 400%, with partner revenues going up 250%.
Moreover, the vendor will unify its partners and channel sales team. It has also broadended incentives for partners that bring in new customers and implement well.
Get details on the channel expansion plans.
HP expanded the analytics in its Amplify Data Insights platform.
The vendor launched Amplify a year ago and has since added more categories that allow partners to learn about their customers.
Moreover, HP has internationally expanded its Amplify Impact program, which emphasizes sustainability among other things.
Check out Christine Horton’s reporting on the topic.
Brightspeed will maintain and expand the channel program it inherited from the Lumen ILEC business.
Brightspeed executives said they are crafting a new partner agreement that they will offer to the same tech services distributors that partnered with Lumen before Lumen sold a hefty portion of its ILEC business to Apollo Global Management. The fiber network provider will also offer the agreement to newer TSDs.
Check out the short Q&A Brightspeed leaders did with Channel Futures.
Kaseya has determined that all of its auto-renew agreements will last the same amount of time as they previously did.
Kaseya will notify customers 90 days in advance of the renewal date, among other details in Kaseya’s new auto-renewal policy.
The announcement represents an attempt by Kaseya to listen to concerns and feedback from Datto MSP partners. Most partners responded favorably to the changes, calling it a “step in the right direction.”
Our intrepid MSP reporter Allison Francis covered the news.
Lenovo launched an independent software vendor partner ecosystem.
Lenovo announced that it is officially partnering with 37 ISVs through its new Lenovo AI Innovators program. Executives state that they are looking to enable more partner-built, AI-based edge offerings.
Get details on AI Innovators.
Extreme Networks rolled out new certifications, incentives and training programs.
The networking provider unveiled three new badges, including a sports and entertainment certification. The three badges let specialized partners in on opportunities for market development funds and other resources.
Extreme announced the updates at its Ignite conference.
Claudia Adrien wrote about Extreme.
Starting Oct. 1, partners can no longer buy Microsoft software through the vendor’s Services Provider Licensing Agreements (SPLA).
Microsoft detailed several new licensing terms of its updated Cloud Solution Provider (CSP) program. The changes include expanded use rights to assist partners in hosting software in multitetenant environments.
Read more about the terms.
VMware will be introducing new compensation methods as it prepares to join the Broadcom family.
The updated VMware Partner Connect program notably will compensate partners based on both pre- and post-sale activity. In other words, the vendor is looking to reward partners for more than just bookings.
The changes to Partner Connect will into effect on Feb. 4, 2023.
Moreover, Ricky Cooper replaced recently departed Sandy Hogan as VMware’s partner sales leader. He’s also leading commercial sales.
Read about the impending changes as well as Cooper’s comments.
IBM and AWS announced an intiative aimed at pacifying partner concerns about hyperscaler marketplaces.
IBM resellers and systems integrators can receive margins on software they sell through the AWS Marketplace.
The companies earlier this year announced a strategic partnership, in which IBM will sell its software through the AWS Marketplace. Certain partners, including the MSP/reseller Insight, expressed their concerns about how hyperscalers were impacting their topline revenue; thus, making margins available serves to address those worries.
Jeffrey Schwartz wrote all about the news.
Blackberry is seeking to grow its EMEA partner base.
The vendor has relaunched it EMEA partner program following a tremdendously succesful season. According to Blackberry, partners generated 92% of EMEA sales last year.
In addition, the U.K.-based partner based grew 40% in the last year.
Christine Horton wrote about Blackberry.
Deep Instinct unveiled its Stratosphere MSSP program.
The security platform provider launched the program with the aim of helping partners support more clients with less staff.
Customers can be billed on monthly, annual or lump sum rates.
Read more about Deep Instinct.
Veracode enhanced its channel program.
The three-tier system lets partners close deals faster, according to Veracode execs. Moreover, Veracode has framed its updated program around alignment, enablement and engagement.
“With our role-based approach to enabling partner teams for success, everyone has access to program resources and tools to expand their foundational core competencies,” Veracode‘s chief revenue officer said.
Edward Gately has the scoop.
Dataminr introduced a partner program.
The initial members of the program span a variety of partner types, including hyperscalers, distributors and resellers. Dataminr execs say they offer flexible compensation and margin protection.
The company provides a time event and risk detection platform.
Read Claudia Adrien’s story.
MSP360 added offering specialized reseller and distributor tools to its partner program.
The backup and remote access provider recently expanded its program, stating that the changes would increase partner profitability. To that end, MSP360 added new partner tiers that open up the possibility for even higher margin.
The vendor also added sales and marketing training.
Read our story on the matter.
Nullafi made its partner efforts official.
The data security provider unveiled a four-tier program. It includes lead distribution and deal registration.
The partners working with Nullafi include consultancies, managed security services providers, systems integrators and resellers.
Edward Gately has the scoop.
Okta leadership said channel partners will play a bigger role in the identity management service provider’s global expansion going forward.
Okta recently hired former Splunk exec Bill Hustad as its global channel chief. He told Channel Futures that he wants to make partners more central to Okta’s efforts and learn more about their pain points.
Learn more about Okta’s channel.
Privileged access management (PAM) provider CyberArk invested more in its channel program.
The company added more training resources and certifications. It also added new routes to market.
The company reportedly grew its transactions with MSPs 25% in 2021. However, the company noted that it sees the largest area for expansion in its SI and advisory partners.
You can read about CyberArk in the story about Deep Instinct.
StackPath formalized its Channel Partnership Program.
Exececutives at the edge computing and edge security company said the announcement represents senior leadership validating the efforts partners have made to move the vendor forward.
In addition, StackPath hired a head of channel partnerships.
Read about the update.
Microsoft, VMware, Brightspeed and other technology vendors are announcing new initiatives with channel partners.
For partner firms, especially the small ones, even the smallest changes from their vendors can make all the difference. For some, a new compensation model or resource is a godsend. On the other hand, an arduous tiering structure or a stringent licensing model can present serious problems. As a result, channel program changes often move in cycles, with vendors collecting feedback from partners, making changes and then analyzing the program again.
In some cases, the changes come about as a result of an acquisition. Channel partners, for example, are watching the Kaseya-Datto and Broadcom-VMware acquisitions with bated breath to see how new policies will impact them. And last month, partners of both combined companies learned more about what the future will look like.
Our latest channel program update contains vendors from across the information technology and communications indirect sales channel.
Scroll through the 21 images above to see how suppliers are changing the way they engage with partners.
Check out our previous new programs roundup if you missed it.
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