Splunk Adds More Channel Opportunities to Partner+ Program

SPLUNK CONF18 — Data analytics platform vendor Splunk is adding several new features to its established partner programs, including additional incentives for resellers who bring in new customers as well as expanded global rebate incentives and an upgraded Splunk Certification Program for partners.

The additions to the company’s Partner+ Reseller and Distribution programs were unveiled at Splunk’s .conf18 user conference in Orlando, Florida, where some 8,000 attendees gathered to learn about the company’s latest products, innovations, technology road map and more.

The company’s Partner+ Reseller Program will also now reward Splunk partners that provide Splunk training to their teams under the expanded programs, while the global rebate incentives will be expanded to include sales engineer training and new logo rebates, according to Splunk.

The upgrades to the Splunk Certification Program include all-new exam content, three new certifications and a more secure exam platform to bolster training for IT workers who work with Splunk’s partners. 

New partner program tracks are also being added for OEMs and system integrators, with the OEM track aimed at helping software developers and solution providers to embed Splunk platforms into their product, while the system-integrator track will enable SIs to build vertical applications on Splunk. Both programs will launch at the company’s Global Partner Summit in 2019.

Brooke Cunningham, Splunk’s area vice president of global partner programs, marketing and operations, told Channel Futures that the partner program improvements were requested through feedback from partners who have been expanding their Splunk services business with their customers. Splunk has about 1,600 global partners, including systems integrators, services providers, resellers, OEMs, MSPs and more.

Brooke Cunningham

Brooke Cunningham

“There was partner feedback around things that were challenging or difficult for them to get their arms around,” said Cunningham. “It can be a lot to get going with Splunk, so we put a lot of attention on that.”

A study about partner revenue growth conducted for Splunk found that partners are doing well by selling the company’s products and services, she said, so it’s continuing to work with partners to help them improve and grow their Splunk practices. That includes recent 30-, 60- and 90-day on-boarding programs to help partners get their personnel trained and ready to sell Splunk products to their customers, said Cunningham.

To collect feedback about needed partner-program enhancements, Cunningham said she runs partner advisory councils in various regions around the world where the company can collect feedback from partners on products and more.

Since joining Splunk two years ago, Cunningham said she and her team have been focusing on driving the maturity of the partner program to better serve partners and their customers.

“We’re working to provide clear programmatic requirements and benefits that are established with the goal of simplifying the program, making it easier for partners to work with us and driving their profits,” said Cunningham. “We see partners as a real avenue to reach new customers and we see partners bringing us a large proportion of our new customers.”

In July of 2017, Splunk invested in the creation of a partner portal as it has been working to grow its business, she said. Those investments have been paying off, with consistent and growing use and about 175,000 logins in the last year, said Cunningham. The first half of 2018 added about 8,000 new users, she said.

“That tells me we are really reaching into our partner ecosystem and are reaching new people who weren’t previously engaging with us,” said Cunningham.

Splunk launched its Partner+ Program in 2015 and continues to receive investments from the company.