New Channel Programs, Incentives: Cisco, Windstream, VMware, AWS, More
The channel is playing a more important role than ever as layoffs hit the world's largest technology providers.
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Cisco added more financial incentives for its smaller partners.
The Cisco Partner Summit was the source of plentiful partner program announcements. On one hand, the vendor added a new tier in its Perform Plus incentive program, giving newer partners earning between $70,000 and $200,000 with Cisco a chance to earn rebates.
On the other hand, Cisco has been juicing up its cybersecurity incentives. It rolled out a “one year on us” incentive for multiyear cybersecurity software deals.
In addition, Cisco added new specializations that can help give its most loyal partners a leg up.
Learn more about the specializations and view our full recap of Cisco Partner Summit.
Windstream Enterprise introduced a “quote-to-cash” feature in its updated portal.
The capability automatically creates a real-time quote that comes alongside a contract prepared for the customer’s signature. Partners through the portal can also access base reporting and client account management information in real-time.
Craig Galbraith was on the news.
Microsoft is publicly previewing its new ISV Success Program.
More than 1,000 independent software vendors have joined the public preview of the initiative. Microsoft shared a road map at its first ever marketplace summit. And that road map, as you might expect, centers around marketplaces.
“A CISO told us, ‘It’s going to go through the Azure Marketplace; otherwise, I’m not going to do business with you,’ That’s where our customers are,” a Microsoft executive said.
Jeff Schwartz covered the update.
CloudBees‘ new program reportedly rewards partners for their engagement.
The software delivery platform provider revamped its Partner Network. The program gives partners engagement-based discounts and referal incentives. Other updates include new MDF training and an enhanced partner portal.
Craig Galbraith covered the program refresh.
Okta introduced a points-based rewards system that executives said will promote equality.
The identity services company will roll out its partner program update in February. The rewards are tied to both “pure revenue contribution” as well as certification, executives said.
Jeffrey Schwartz wrote about the pending program updates.
DNSFilter launched a global partner program targeted toward MSP and ISP partners.
The threat detection and content filtering provider is offering deep discounts from retail pricing as well as not-for-resale product trials.
The program features scheduled reporting, training and support.
Read more about DNSFilter.
AWS launched partner program updates on the opening days of its re:Invent conference.
One update includes the AWS Partner Solution Factory, which helps partner validate SaaS solutions for different use cases. They then go on the AWS Solutions Library.
The hyperscaler also announced that a new partner competency centered around conversational AI will hit the market in the first quarter.
Read Channel Futures’ coverage of the Solutions Factory and a conversational AI competency.
Perception Point gave its reseller, distributor and MSP partners a new channel program.
The threat protection provider is giving partners deal registration and lead sharing as well as marketing resources. Program members can also access Perception Point’s incident response team.
Allison Francis wrote all about it.
NetApp will focus more on competency and life cycle participation than revenue in its updated partner program.
Partner Sphere will no longer prioritize the point of sale for the badges and tiers it awards to partners. Now specialized partners who don’t necessarily drive the highest amount of revenue can enjoy more recognition and rewards from NetApp.
“You could be a cloud-only partner that’s new to NetApp, and you can reach the highest tier and benefit from all the associated rewards and incentives; whereas, in the current program, you wouldn’t necessarily be able to access all of that,” a NetApp executive told Channel Futures.
Christine Horton wrote about the details and timeline of the change.
Secureworks is moving to a partner-first approach.
The cybersecurity provider will exclusively sell its Taegis extended detection and response solution through or with partners. The shift started Dec. 1. Secureworks in its recent fiscal year second quarter drove 75% of new Taegis business through the channel.
Learn more about Secureworks and its decision to rely more on the channel.
Odaseva, the Salesforce data protection provider, formalized its efforts with MSPs.
The program offers free support and training, and various enablement resources. According to executives, the company launched the program because the growing Salesforce customer base is driving demand for a related data protection platform.
Check out Allison Francis’ reporting on the matter.
Anomali partners can earn the same technical certifications as the XDR provider’s engineers.
The vendor added a Platinum Elite Technical Certification Program. That will certify partners to implement and integrate Anomali’s platform. It joins two existing certification programs.
Edward Gately has the scoop.
Ciena is leaning into ecosystems.
The company’s refreshed reportedly aligns partners more closely to its overall sales motion. As a result of the change, senior director of partner programs Jay Jadeja moved to a new job in the company. He’ll focus on expanding channel offerings and building Ciena’s marketplace play.
Read some of Jadeja’s comments.
Cloud management provider Cloudera revamped its partner program.
The Coudera Partner Network, formerly known as Cloudera Connect, takes a more “modern” approach to partnering, according to executives.
Rachel Tuller, who joined the company to run the program, said Cloudera is providing better tools and better sales support for partners. They also can tap into rebates and market development fund programs.
Kelly Teal wrote about Cloudera.
VMware‘s new Multicloud Adoption Program helps partners with the cost of migrating customers to various clouds.
The program functions as a bridge for customers at the beginning of deals worth at least $500,000, with VMware bringing in support in assessments and proofs of concept. The program comes with a select set of requirements for partners, including owning a VMware Master Services competency.
Kelly Teal shared examples of how the program works.
VMware‘s new Multicloud Adoption Program helps partners with the cost of migrating customers to various clouds.
The program functions as a bridge for customers at the beginning of deals worth at least $500,000, with VMware bringing in support in assessments and proofs of concept. The program comes with a select set of requirements for partners, including owning a VMware Master Services competency.
Kelly Teal shared examples of how the program works.
Vendors are rolling out new training, support and incentives for their channel partners.
The supplier side of the information and communications technology channel continues to make strides to attract indirect sellers. That comes as more and more companies, such as Secureworks, are shifting to a “partner-first” go-to-market motion. Especially as mass layoffs hit the enterprise technology space, it makes sense that vendors are relying more on partners to help them scale.
That being said, vendors differ significantly in how they try to give value to partners. For example, Okta announced a points-based reward system that recognizes “pure revenue contribution,” while NetApp moved way from such an approach to give the channel incentives for competency and life cycle participation. Some companies are leaning into marketplaces and ecosystems, while other providers are staying away.
Other trends are more widely popular, such as increased digital capabilities – a carrier brought more automation into the quoting tool in its portal – and more specializations — which Cisco unveiled to support its most loyal partners.
But that’s not all. Providers all across the IT and telecommunications landscape made changes to their partner programs last month.
Scroll through the 16 images above to read about new or updated programs serving the indirect business technology sales channel.
You can also see our previous new programs slide show..
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