CloudGenix Tackles 'Second-Generation' SD-WAN in Partner Program Refresh

CloudGenix has unveiled a new program to help partners land the new wave of SD-WAN customers.

The San Jose, California-based company on Wednesday announced the G2 Partner Program, which favors partners that want to shed the “box-pusher” label. The program boasts zero channel conflict, “proactive” investment in market development funds (MDF) and lead generation, and sales and engineering resources.

CloudGenix CEO and founder Kumar Ramachandran said most vendors require that new channel partners close multiple deals before becoming eligible for MDF. He said CloudGenix offers a much quicker MDF qualification process.

“We know the market is here and now. We know we have the best product possible in the marketplace. So let’s go ahead and offer every partner of ours substantial MDF dollars upfront,” Ramachandran told Channel Partners.

Each channel partner will have access to an enterprise sales director, an enterprise sales engineer and a business development representative from CloudGenix. And Ramachandran said no partner will face channel conflict, as the company sells 100% through the channel.

“This [enterprise] team doesn’t get paid until the channel gets paid,” he said.

“Gen2” of SD-WAN deals with a different set of requirements than its predecessor. According to CloudGenix, the technology must support multicloud environments and SaaS applications, offer best-of-breed security integrated into its platform, and enable more data and AI operations at branch offices.

CloudGenix’s Kumar Ramachandran

“As exciting as the Gen1 market segment was, it was the smallest part of the SD-WAN market. The majority of enterprises are now looking at Gen2 SD-WAN, and this new market is going to see a new set of winners and losers,” Ramachandran said. “Gen2 SD-WAN is much more than just enabling broadband usage in the enterprise instead of MPLS or enabling UCaaS. The partners that avoid falling into the chasm will be the ones that adopt a Gen2 mentality.”

CloudGenix said it recently replaced a first-generation SD-WAN vendor as the provider of choice for a 2,100-site U.S. retailer, among other customer wins. The customer initially deployed Cisco Meraki before struggling with VPN instability and UCaaS deployment.

CloudGenix last April wrapped a $65 million funding round and vowed to invest in its go-to-market operations — including new master agent relationships. The company’s partners include agents, VARs, MSPs and system integrators.