Changing Partner Programs: Aryaka, Palo Alto Networks, IBM, More
Vendors say they're making their partner programs more simple. But they also say their partner types are growing more varied.
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A whole gamut of partner types exist in Bugcrowd's revamped channel program.
The cybersecurity provider's chief revenue officer said Bugcrowd updated its program to accommodate an influx of "traditional and nontraditional" channels. Its line card of partners includes MSSPs, agents, consultants and system integrators.
Edward Gately has the scoop.
Aryaka Networks is moving its lead-generation program out of beta mode.
The Throttle program went live in 2023 with select tech services distributors and technology advisors. The managed SD-WAN/SASE provider is going to add more business development resources in order to generate more qualified leads for partners.
"[Partners are] reciprocating at a much higher pace back to us than we have been able to generate to them. It just goes to show that if you build a partnership and build a strategy together and both sides are doing their part, the sum of the parts is greater than a single piece of the equation," Aryaka sales leader Craig Patterson said.
Read more about Aryaka's year in review.
Check Point Software Technologies is emphasizing "platform" rather than "solutions" in its updated partner program.
Core to that shift is a consolidated tiering model. Partners can either be advanced, professional, premier or elite. Check Point is also offering free certifications and a new pricing framework.
Edward Gately has the scoop.
ServiceNow is rolling out the new partner specializations.
Partners can add "service operations," "serve the customer," and "power the employee" to their line card of capabilities as they tuck the ServiceNow platform into their offering. The specializations will launch in the second quarter.
Learn about the new specializations.
Expect IntelePeer to add more partner success positions to its channel program.
That forecast came from new senior VP of channel sales Geoff Chretien, who recently joined the communication automation platform firm. Chretian said IntelePeer is working to rebrand itself from a communications-platform-as-a-service provider (CPaaS) identity.
Check out Moshe Beauford's story.
Palo Alto Networks leaders say they are revamping their internal systems to increase simplicity for partners.
An update to the cybersecurity provider's partner portal will emphasize self-sufficiency.
"We're trying to change all of our processes so that it doesn't have thousands of steps," one channel leader said.
The company is also bringing about more customization for different partner types, including systems integrators and cloud service providers.
Get the details on Palo Alto's ambitions.
Veeam Software is expanding partner deal-registration eligibility.
That change comes amid a restructuring that is sending almost than 300 Veeam employees packing. Executives stated that partners are going to see greater profitability.
Read Christine Horton's article for details.
Carbon Black's increasing independence from Broadcom and VMware will limit the disruption partners face amid the termination of VMware's partner programs.
So said Carbon Black vice president and general manager Jason Rolleston, who said the cybersecurity provider is developing a new partner program with its own dedicated partner portal.
Broadcom has shared its intention of eventually offloading Carbon Black and its end-user computing units.
Edward Gately wrote about the concerns.
There's a channel silver lining to Xerox's recent layoffs, the company's executives say.
The company's chief partner officer said Xerox is increasing its profitability through a new operating model. The company, which is emphasizing more of a push to digital services, said an increased focus on partners will help reduce its "cost to serve."
“As we move forward with our reinvention, we’re committed to increasing investment in a partner-enabled go-to-market model that supports clients in how they prefer to procure their print and digital solutions," the executive said.
Learn about what's happening at Xerox.
IBM announced a new services track for partners.
The track includes IBM resources to allow for service offering co-creation. Moreover, IBM stated that it will align its direct sellers more closely with service partners going forward, giving them shared KPIs.
IBM in its announcement shared the popular stat that $1 of subscription revenue can serve as the foundation for exponential levels of services revenue.
Check out the latest with IBM.
HiddenLayer executives said they rolled out their first "end-to-end" partner program.
The AI security vendor introduced a three-tier program of self-paced training and marketing offers. The company states that it is operating in a "100% channel-led" model.
Learn about HiddenLayer's channel strategy.
Wildix said it made billing more simplified and customizable through an updated feature.
The UCaaS provider had already PayMyBill to its portal, but the program now includes more comprehensive information about billing and payment in its dashboard.
In addition, Wildix is giving 1% rebates to partners that settle invoices one month in advance.
Learn about the PayMyBill program on Wildix's website.
Wildix said it made billing more simplified and customizable through an updated feature.
The UCaaS provider had already PayMyBill to its portal, but the program now includes more comprehensive information about billing and payment in its dashboard.
In addition, Wildix is giving 1% rebates to partners that settle invoices one month in advance.
Learn about the PayMyBill program on Wildix's website.
Simplicity seems to be the name of the game for technology providers when it comes to developing their channel partner programs.
Indirect sales is gaining mindshare for the C-suite of IT and telecom companies, as many of these providers proclaim that they are moving toward more of a channel-led motion. In some cases, like that of Veeam and Xerox, this change corresponds with restructurings that deepen their reliance on channel partners.
With indirect sales playing a more strategic role going forward, vendors are seeking to remove friction from their channel partner programs. In the case of Palo Alto Networks, that means building more "self-sufficiency" into its partner portal.
At the same time, suppliers are addressing the increasing nuance within their partner ecosystems. Platform providers like ServiceNow are rolling out new specializations to recognize the diverse types of service provider partners.
Go through the slideshow above to see the 12 most impactful channel partner program changes from the previous month.
Or check out the December edition.
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