New Partner Programs, Incentives: Cisco, Lumen, HP, Google Cloud, Aryaka, More
One provider is throwing "aggressive SPIFFs" into the channel.
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Google Cloud is incentivizing partners to provision services and apps around its generative AI.
The new Built with Google Cloud AI program gives support and training to independent software vendors. It also is offering up to $250,000 in cloud credits for first-year AI-first startups.
Similar opportunities will exist for consultancies, MSPs and SIs getting involved in Google AI, the company said.
Kelly Teal wrote about the cloud credits.
Lumen Technologies channel leaders said they’ve seen success with their newly introduced agent activator incentive – so much that they’re continuing it in the second quarter.
Starting in Q1, partners could earn a one-time payout of up to two-times monthly recurring commissions for each their first first three new deals with Lumen in the quarter. That payout could go as high as $30,000.
Two Lumen partner leaders conducted a Q&A with Channel Futures about the company and its channel efforts.
HP is incentivizing partners that sell only print to sell PC, and vice versa.
Recent updates to the vendor’s partner program include incentives for cross-selling.
“…We want to entice partners to work across the portfolio instead of in areas where they’re just used to dealing,” HP head of global channel strategy, Mary Beth Walker said in an interview.
HP has also reduced its number of SKUs and is rolling up acquired companies Poly, Teradici and HyperX into the Amplify Partner Program.
Read Christine Horton’s summary of the partner program updates.
Microsoft teased three ecosystems it is developing for partners.
The ecosystems include one geared toward small and midsize business support.
In addition, Microsoft is publicly previewing its ISV Success program. The company outlined three enablement offerings for ISVs.
Jeffrey Schwartz wrote about the latest Microsoft partner updates.
Aryaka teased a program geared to the reseller community.
Aryaka senior vice president of global channels Craig Patterson said the upcoming Ignite program will involve the provider reaching out to resale partners. He said the company plans to reaffirm its support for that partner model.
Watch Patterson’s video interview with Channel Futures.
Cisco made its customer life cycle data and analytics platform generally available to partners.
PX Cloud went live at the end of March in keeping with the Cisco’s roadmap for the platform. PX Cloud takes information from Cisco’s customer-facing CX Cloud portal with the consent of the clients. Any partners selling Cisco’s life cycle-focused Success Tracks now can access PX Cloud.
Learn more about PX Cloud.
VMware’s updated partner program reportedly leans more toward services-centric partners.
VMware channel executives have long publicized their plans for the revamp of VMware Partner Connect. Now the program has officially entered its final phase, said to be set last for the next five years.
The updated program includes 12 incentive programs. For example, a back-end rebate rewarding SaaS and subscription lets partners earn “two to 10 times versus your license bookings.”
Kelly Teal was all over the news.
TD Synnex launched a partner directory designed to showcase partners.
Partners can build their own profiles in the directory, adding searchable information about their “superpowers.”
Members of the CommunitySolv program initially received access to the platform. It will expand to the entirety of the North American partner community later in 2023.
Claudia Adrien wrote about the directory.
Netsurion added an authorized partner tier catered to MSP and VAR partners getting into security.
The extended detection and response (XDR) provider touts the new tier as a way for partners to easily scale up or down XDR services “without locking into big commitments.”
In addition, the vendor launched a consumption-based pricing model.
Learn more about Netsurion.
Cradlepoint is launching an MSP-only subscription model.
The wireless network solutions provider updated its existing partner program to help MSPs embrace its portfolio. The vendor introduced a flexibile subscription model and plans to reward loyal partners with lead generation.
Cradlepoint is also writing a playblook geared toward MSPs.
Claudia Adrien wrote about the program.
Thirty percent of Menlo Security‘s global marketing budget will fund partner-led field events in the next year.
Menlo announced a new set of investments and incentives in its Boost partner program last month.
According to Menlo, its partner network has grown 20% in the last year. Distributors, resellers, SIs and MSSPs work with the vendor.
Read the story on Menlo Security.
Supply chain security software provider Endor Labs announced a committment to sell entirely through partners.
The company exited stealth last year, and is promising to bank completely on partners. Endor will neither sell directly to customers nor directly provide services. Moreover, its sellers reportedly receive a higher incentive to work with partners.
Read Jeffrey Schwartz’s reporting on the matter.
Stellar Cyber is offering MDF, lead sharing, SPIFFs and other resources and incentives to resellers and distributors.
The new InterStellar program directly caters to those two types of partners. The aforementioned benefits go to members of program’s five-star and star levels.
Stellar provides open extended detection and response (XDR).
Get details on the program.
TeamViewer launched its first global partner program.
A wide variety of partners, including resellers, MSPs, referral partners and distributors, can join forces with the remote access provider’s TeamUp program.
The program provides exclusive discounts, support and training, executives said.
Check out Claudia Adrien’s coverage of the program.
Rubrik is turning to a points-based system to evaluate and reward partner performance and loyalty.
The data security provider rolled out a new version of its program, which executives said gives opportunities to loyal partners, regardless of their size.
“Partners wanted a profitable and predictable rewards structure. And for regional partners, they wanted the opportunity to be recognized for their value-add activities,” an executive said.
Learn about the points-based system.
Productivity platform provider ClickUp introduced an ecosystem for its alliances and partnerships.
The Alliance and Channels Ecosystem (ACE) exists to attract consultancies to work with the vendor and build personalized solutions.
“We are growing at record speed and recognize the distinct value of investing early in a partner ecosystem to support our expanding customer base,” ClickUp’s chief strategy office said.
Learn more about ClickUp.
Graphiant is targeting resellers, telco service providers and agents with its “MPLS-like” service.
The edge services provider, which co-founder Viptela Khalid Raza runs, launched its G-Force Partner Program. The program contains a single tier and offers partner reinvestment funds.
Learn more about the program and Graphiant’s alternative to SD-WAN.
Island‘s new channel leader wants to bring more SPIFFs into the partner program.
Keith Weatherford, who moved over to the secure browser provider from Forescout, signaled his intention of bringing more upfront financial incentives to partners.
“We are seeing an activity hockey stick right now. I want to throw some aggressive SPIFFs into the market to continue to accelerate that pace,” Weatherford said.
Edward Gately has the scoop.
Identity and access management provider Okta introduced a new badging system to its partner program.
The badges, listed by Okta as for “tech champions,” “public sector experts” or “MSPs,” help end customers pick out the right partner.
Okta has also reportedly simpified its deal registration and updated its tiering tied to graduated MDF.
Edward Gately has the scoop.
Lacework created a program for MSPs.
The cloud security provider’s channel leaders say they are avoiding common pitfall of vendors targeting MSPs. That problem, they said, is treating them like resellers.
“While these companies often sell in the channel with other partners, what they’re really doing is building services for customers to create great outcomes,” one executive said.
Check out Edward Gately’s reporting on the matter.
Lateral movement protection provider TrueFort launched its first channel program.
Executives at the vendor said they are offering “profitability and gamified incentives” to partners participating in the TrueFort Trust Partner Program. The community includes MSPs, MSSPs, ISVs, resellers and consultancies.
Edward Gately wrote about TrueFort’s program.
Lateral movement protection provider TrueFort launched its first channel program.
Executives at the vendor said they are offering “profitability and gamified incentives” to partners participating in the TrueFort Trust Partner Program. The community includes MSPs, MSSPs, ISVs, resellers and consultancies.
Edward Gately wrote about TrueFort’s program.
Vendors such as Lumen, Island and HP are using financial incentives to drive partner adoption.
Providers use compensation in different ways to reward partner activity and drive various customer outcomes. For example, Lumen is continuing the agent activator incentives that have opened the door for partner entrants and plus-one sales. Secure browser provider Island is offering “aggressive SPIFFs” to promote adoption in the channel.
In the case of HP, the vendor is using incentives to encourage partners that sell only print to sell PC and partners that sell only PC to add printers.
In other news, Cisco made a big step in giving its partners access to data and analytics. And VMware officially entered its new version of Partner Connect.
Channel Futures each month rounds up the biggest news around vendor and distributor channel programs. This time we’ve assembled 23 stories in the slide show above about new programs, channel resources and incentives.
Check out the February recap if you missed it.
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