14 Partner Program Updates: Dell, Zoom, Google Cloud, More
Several companies announced this year that they're going partner-first. We're starting to see impact of those pivots.
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Aveva is is seeking to move its partners' recurring revenue share from 60% to 80% at the end of this year.
The industrial software provider is in the midst of a pivot from perpetual licenses to subscription licenses that run through its Flex subscription model. And that expected five-year transition is "going a lot faster than we thought," Aveva's chief product officer said.
In the meantime, Aveva is working to educate its partners and financially enable them to make the pivot.
Christine Horton covered the changes coming out of the Aveva World 2023 event.
Dell Technologies will continue to work out its partner-first strategy in its storage business before it sinks its teeth into the shift for its infrastructure business.
So said Dell channel executives in a public conversation with research firm Canalys, in which they reiterated that they made their big pivot to a channel-focused model for a long-term bet.
"When you look at the opportunity out there, 99% of the accounts where we serve, or we want to go and serve, those are partner-first opportunities. So we’re really excited about the opportunity ahead. It’s too early to call a victory, but so far things are going really well, and we’re really excited about this. I think we finally got the right tuning of managing our different routes to market," Dell's president of global channel said.
Christine Horton covered Dell's comments at the Canalys Channels Forum EMEA.
Cloud Software Group (CSG) is looking to make partners as happy as the people in the picture.
CSG, which contains Citrix and Tibco Software, is increasing its investment in the channel, according to channel leader Aleksandra Lubavs. But more importantly, Lubavs said CSG will make a point of enabling partners to exercise more control over the customer relationship.
"Instead of standing in front, or in the way, of the partner at times, we really take a step sideways or backwards ..." she said.
Read Christine Horton's coverage of the shift.
Zoom's channel leader touted an "AI-fueled" marketing tool partners can use.
The new tool in the Zoom 2.0 channel program can market in more than 150 languages. That feature joins other updates, which include a new licensing model and a referral program for Zoom's acquired Workvivo business.
Moshe Beauford covered the biggest announcements from Zoomtopia and Partner Connect.
Independent software vendors (ISVs) and systems integrators (SIs) working with Google Cloud could get up to 10 times more funding if they dabble in generative AI.
The company's Generative AI Partner Initiative added several more members, including Capgemni and Cognizant.
In addition, the hyperscaler said it is doubling rewards for service providers that do more in the way of driving usage of strategic products.
Christine Horton heard about the news and wrote about it.
A couple of cybersecurity providers made changes in their channel programs.
First, Kroll created an MSP specialization, through which the vendor will give MSPs remediation advice, reporting and technical account manager support.
Then Living Security reportedly gave its partner program a complete makeover, with increased margin for new partner-sourced deals and quarterly rebates.
Edward Gately wrote about both companies in the same article.
Trend Micro "completely redesigned" its channel partner program as a way to get partners more involved in the customer life cycle.
And that life cycle starts with cyber risk assessments, which more than 800 Trend Micro partners have already completed. The vendor said it has improved that offer.
The program refresh includes technical competencies and lead generation tools.
Craig Galbraith was all over the news from Trend Micro.
8x8 touted its points-based system and certifications in a recent interview.
Interim channel leader Michael Quince said 8x8 is rewarding partners for their efforts driving MRR in the vendor's contact center program. Partners in the company's Elevate program start at the "Base Camp" level and make their way up to higher tiers based on points. Quince added that partners in those higher tiers are seeing more frequent wins as their certifications establish more credibility in the marketplace.
Craig Galbraith conducted a video interview with Quince.
ScanSource has been conducting an in-depth listening campaign with employees and partners.
The surveys ScanSource has sent out to its community will function to help the company improve its Intelisys tech services distributor business. Leaders at the hybrid distributor said they view employee happiness as a key driver for promoting a flourishing partner base.
“Our view is the idea that if our employees stay a long time, that also translates to customers,” CEO Mike Baur told Channel Futures.
The ScanSource C-suite sat down with Channel Futures at the Channel Connect conference and shared their vision for the Intelisys business.
Radware gave managed security service providers (MSSP) a deeper portfolio.
The cybersecurity provider refreshed its partner program to include new flexible licensing models and deeper support from Radware. The vendor also upped the amount of enablement and marketing tools partners can leverage.
Edward Gately has the scoop.
A better billing experience is coming to Kaseya (and formerly Datto) MSPs, according to Kaseya CEO Fred Voccola.
Voccola took to the main stage at DattoCon to express his commitment to remedying problems that came from the integration of Kaseya and Datto billing systems.
“We believe by the end of the year the experience will be super kickass with a whole bunch of new things coming in the months and months to follow,” Voccola said. “But I’ll be very candid; we dropped the ball here. This was a mess-up on our part and I want to apologize to the group that’s been affected by it, because the last thing we want to do is break things.”
Jeff O'Heir covered Voccola's speech and spoke to numerous partners about their billing experience.
Secure access service edge (SASE) provider Iboss said it has shifted all of its sales teams to a sell-through-channel motion.
“Eliminating this competition enables more deals to flow through the channel, and with the latest enhancements and benefits, our partners have the tools they need to more easily provide Iboss solutions," the company's president and co-founder said.
Amid that shift, partners have reportedly weighed in on ways to expand channel market programs, tools and training.
Edward Gately has the scoop.
Information management solutions provider OpenText introduced a single standardized program framework designed to make expectations and benefits consistent across the world for partners.
The vendor also touted its OpenText Cloud Acceleration Program, which helps midmarket partners deliver public cloud offerings to new customers. In addition, OpenText unveiled two motions that will let partners develop custom or joint solutions with the company.
Edward Gately covered the news coming out of OpenText World.
Nutanix enhanced its partner program with the goal of incentivizing a more "channel-led" sales motion.
The hyperconverged infrastucture provider's incentive structure now features a rebate incentive partners get for winning "select accounts." Sounds intriguing, right?
Moreover, partner sellers and sales engineers who register and win new business will get a 2% incentive up to $7,500 from Nutanix.
Intrepid cloud and software reporter Kelly Teal wrote up a state of the union on Nutanix.
Nutanix enhanced its partner program with the goal of incentivizing a more "channel-led" sales motion.
The hyperconverged infrastucture provider's incentive structure now features a rebate incentive partners get for winning "select accounts." Sounds intriguing, right?
Moreover, partner sellers and sales engineers who register and win new business will get a 2% incentive up to $7,500 from Nutanix.
Intrepid cloud and software reporter Kelly Teal wrote up a state of the union on Nutanix.
At a Glance
- Dell's highly publicized move to partner-first was one of many that prominent IT vdors have made.
- Two updates from large cloud communications and CX providers show an increased emphasis on life cycle services.
- Generative AI unsurprisingly showed up as an area where some vendors are adding incentives.
What does it mean to be channel-first? That's what many technology vendors have been exploring in 2023, according to Channel Futures' latest roundup of partner program updates.
Dell Technologies was by no means the first vendor to declare it was making a shift to partner-first, triggered partly by economic challenges but more so by customer and partner demand. Dell's channel leader in a recent appearance gave an update on how that shift is playing out in the vendor's storage business. SASE provider Iboss shared how it is incentivizing its direct teams to move in such a motion, and HCI provider Nutanix rolled out new rebates and incentives to partners to reward them for driving new business.
In the cloud communications and collaboration world, 8x8 touted its points system, and Zoom rolled out the 2.0 version of its channel program.
Other updates in the partner program world include new certification, enablement and marketing resources.
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