New, Changing Channel Programs: Aryaka, IBM, Google Cloud, RPA Provider

Channel Futures observed three key trends in its recap of recently enhanced vendor partner programs.

James Anderson, Senior News Editor

February 8, 2023

12 Slides

The technology vendors making changes to their channel partner programs include robotic process automation (RPA) provider, a SASE provider and a hyperscaler.

Several key trends continue to make themselves visible in how suppliers are partnering with the channel.

On one hand, many IT and AI vendors are formalizing their channel efforts for the first time. The channel saw that time and time again with cybersecurity providers in 2022, but other technology buckets are getting in on the fun. Take, for example, RPA vendor Robocorp launched its first official channel program.

The second trend, which no doubt some of you are sick and tired of hearing of, is vendors explicitly framing their channel efforts around ecosystems. For instance, Google Cloud’s recent internal sales compensation changes reflect its insistence on driving business through its marketplace. And IBM is replacing its decades-old PartnerWorld in hopes of using “partner-led” sales to make ecosystem “a preferred route to market.”

The third trend, perhaps more nascent, is the efforts of vendors to generate leads for their partners. Aryaka Networks recently announced a plan to gird its most dedicated technology advisor partners with hot prospects.

These trends and more comprise Channel Futures’ January channel programs roundup. See updates from 12 companies in the images above.

Also, check out the December new programs recap if you missed it.

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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About the Author(s)

James Anderson

Senior News Editor, Channel Futures

James Anderson is a news editor for Channel Futures. He interned with Informa while working toward his degree in journalism from Arizona State University, then joined the company after graduating. He writes about SD-WAN, telecom and cablecos, technology services distributors and carriers. He has served as a moderator for multiple panels at Channel Partners events.

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