Channel Program Updates: Zoom, AWS, Cisco, American Tower, More
There are options here for VARs, MSPs, agents and SIs alike.
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The hyperscaler is helping partners get in on more deals.
AWS launched the ProServe Ready program, which trains partners in professional services and connects them to subcontractors. AWS piloted the program for invite-only partners in the summer and has now officially rolled it out.
AWS’s Sandy Carter talked about ProServe Ready as well as AWS’ public sector initiatives.
Quantum Computing courted VARs and other channel partners with its new program.
The program offers technical training and sales/marketing support for partners who want to help customers with their optimization challenges.
“Partners have established relationships with many customers who want to explore the value of quantum computing, yet do not want to invest in the high cost of quantum programming expertise to explore the value these systems will bring,” Quantum’s vice president of strategy and marketing said.
Read about what Quantum Computing does.
Cisco enhanced its Partner Experience Platform (PXP).
Part of the enhancement is consolidating the various tools that partners use. Cisco puts the average number of partner tools at 180 and estimates that it has reduced that number by 32%.
Cisco also provides an analytics and recommendation engine that helps partners predict opportunities.
Check out Jeffrey Schwartz’s story for a full breakdown of the changes.
Resellers are getting a chance to sell Zoom Phone.
The communications provider launched a reseller program for the Zoom Phone Bring Your Own Carrier (BYOC) solution. The new program expands the type of partners that can work with Zoom. Previously, technology services distributors could refer Zoom Phone and Zoom Phone BYOC to customers.
Check out Channel Futures’ interview with Laura Padilla, Zoom’s head of global business development and channel.
The third-party hardware maintenance and managed services provider formalized its partner program.
Park Place Technologies launched a three-tier program that provides co-selling opportunities, sales resources and access to investment dollars. Park Place also unveiled a new partner portal.
“Our main goal is to bring choices to the table for our partners,” Park Place’s global vice president of channel sales said.
Read more about Park Place and its channel program.
The Phoenix-based technology services distributor is giving partners a way to measure their business.
PlanetOne unveiled an intelligence platform/portal that contains data about an agent’s entire sales process. As a result, partners can view their sales life cycles for all their vendors in the same place.
Chief operating officer Chris Werpy said the platform will help partners create go-to-market motions based on the data.
“There’s no guesswork. There are no rebuilding emails. There’s no tracking on old spreadsheets,” Werpy said.
Learn more about the Sentient platform.
Agents and VARs can take advantage of American Tower‘s new partner program.
The real estate investment trust is turning to partners to sell its growing edge data center portfolio. American Tower has historically transacted with a selct number of large wireless carriers for its cellphone tower sites, but the company has needed to scale its go-to-market strategy in order to reach the enterprise.
Partners can utilize the program’s evergreen commissions, reseller discounts and MDF, as well as a low barrier to entry.
Learn more about American Tower’s channel strategy.
Data protection provider Veritas is building its European channel.
A Veritas executive said the company wants to “get back on the map in our channel community.” Veritas is seeking to increase enablement and accreditation in order to increase its number of active sellers.
See what Veritas is doing to drive partner sales internationally.
Telesystem added partner support infrastructure.
The Ohio-based company launched a product development and design department. The goal is to improve presales support with product-specific experts and resources.
“We wanted to create the ultimate presale experience for our partners and customers, giving them not just basic sales collateral, but really providing comprehensive information on how our products can transform the way an organization operates,” said Bruce Wirt, Telesystem’s executive vice president and chief business development officer.
Read more about Telesystem.
Nutanix is “disaggregating the incentive stack” for partners.
In other words, the hybrid cloud management provider is trying to motivate partners to focus on the overall lifetime value of a customer. That’s as opposed to merely rewarding the initial sale.
Nutanix’s senior vice president of worldwide channel sales said the new initiative comes after the vendor reinvented itself as a “subscription company.”
Read Kelly Teal’s excellent piece on Nutanix.
Application performance monitoring provider AppDynamics announced that it will transact fully through partners.
AppDynamics is bringing together its direct and indirect forces in order to align better with parent company Cisco. AppDynamics also rolled out a list of incentives for partners, including stckable margins and more MDF.
Read what the company’s executives said.
Cybersecurity vendor Appgate is looking to build synergies between indirect and direct sales.
Fiona Doak, Appgate’s director of channel sales for EMEA, said she is emphasizing the idea of “direct touch,” rather than “direct selling,” as she builds the company’s EMEA channel. Appgate did not possess a formal European channel program when Doak joined the company in April, but she said she is working to forge those relationships and incentivize her direct salesforce to team with partners.
See what else Doak told Channel Futures.
Cybersecurity provider Arctic Wolf is aggressively targeting EMEA channel partners.
Artic Wolf is increasing its EMEA headcount in order to lure more partners. The company employs about 20 channel personnel in regions like the U.K. and Benelux, but the company plans to double the headcount over the next half-year.
The company’s CEO said Arctic Wolf is aiming to replicate its success in the American channel.
Take a look at Christine Horton’s article.
Enterprise device management provider Hexnode launched a new partner relationship management portal.
The portal lets partners access marketing collateral, track orders and create a microsite. Resellers, ISVs, OEMs and distributors team with Hexnode.
“We envisioned that being a Hexnode partner would mean that everything you need to run your business is available to you, in a simple yet comprehensive portal,” Hexnode’s chief marketing officer said.
Edward Gately has the scoop.
Nord Security has joined the agent channel.
The company is working to sell its NordPass, NordLocker and NordVPN offerings in North America and is counting on the channel to do much of that heavy lifting. Thus far, Nord has signed a partnership with Avant.
Former Open Systems channel chief Daid Nuti is leading the charge for Nord Security as senior vice president of North America.
We mentioned Nuti and Nord in our recap of the Avant Special Forces Summit.
Service level objectives (SLO) provider Nobl9 is inviting system integrators and solution providers to its new program.
The program gives partners product training as well as training on how to coach customers about SLOs. Accenture and Isos Technology headline the list of partners joining the program.
Read more about Nobl9 and SLOs.
Service level objectives (SLO) provider Nobl9 is inviting system integrators and solution providers to its new program.
The program gives partners product training as well as training on how to coach customers about SLOs. Accenture and Isos Technology headline the list of partners joining the program.
Read more about Nobl9 and SLOs.
MSPs, VARs and agents will benefit from the latest round of channel program changes.
Each month we summarize the most intriguing updates that vendors and distributors have made to their programs. And this time around, there’s something for every partner model.
Are you a VAR? Cisco recently improved its Partner Experience Platform (PXP), and Zoom just launched a reseller program. Are you a broker? American Tower and Nord Security are looking to earn your business. Are you an MSP? Multiple cybersecurity providers are building inroads with partners like you. In addition, system integrators and ISVs are seeing new opportunities with companies like Nobl9 and Hexnode.
Scroll through the 16 images above to see the latest changes to channel partner programs.
You can also check out our previous programs roundup if you missed it. We covered Lumen, Spectrum, Intelisys and several other big players in the telco space.
Want to contact the author directly about this story? Have ideas for a follow-up article? Email James Anderson or connect with him on LinkedIn. |
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