New, Updated Channel Partner Programs: AWS, Verizon, Cisco, Zayo, More
Also news from Rackspace, GTT, Google Cloud, TBI, IBM, Nextiva, LiveVox and more.
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Rackspace Technology is looking to the agent channel for growth.
Rackspace’s recently appointed channel chief and agent channel chief said they don’t plan to rock the boat as they step into their new positions. The Rackspace channel team will remain largely the same, with certain members earning promotions, one of them said.
Read the article about Rackspace.
GTT Communications has brought together disparate operations initiatives into one unified system.
So say two recently appointed channel leaders, who claim GTT has been working to shed its reputation as an “M&A company” by driving operational excellence. Customer implementation times have halved, the executives said.
Channel Futures spoke to Jim Delis, president of the Americas, and Ken Bisnoff, senior vice president and channel chief.
Verizon is enhancing relations between direct and indirect sales with two new initiatives.
First, the carrier unveiled a Partner Recognition Program, which will bring new resources and visibility to six special winners. This initiative will make those partners more prominent in the eyes of direct Verizon sales reps.
Second, Verizon is conducting a road show, in which public sector, SMB and enterprise sales teams meet with channel partners in different cities.
Sarah Marsh, director of channel strategy and sales enablement, explained the new efforts.
Kurmi Software‘s first partner program gives VARs, SIs and delivery consultants tiered benefits.
Kurmi, which integrates its UC management and provisioning platform with Avaya, Cisco and other collaboration vendors, unveiled the Kurmi Advantage Partner program. The company reportedly is seeking to double its channel partner base this year.
Read about the program.
Adtran launched a new program to help partners tap into federal broadband investment.
The Adtran Broadband Partner Program extends the existing Adtran Business Networking Partner Program. The networking and communications equipment provider is offering pre-sales support, tools and marketing resources to the VARs, agents and MSPs that leverage the program.
Learn about the program.
Google Cloud announced a new program for managed security service providers.
That was just the beginning of a busy April for the hyperscaler. GCP went on to release nine consumption packs that will help partners move their customers into the cloud.
Kelly Teal, who has been dominating the cloud beat for Channel Futures, covered the latest news.
Chicago-based technology services distributor TBI announced a new program designed to reward partner loyalty.
The new PGA Club is a four-tier program that gives graduated rewards and support to partners based on their activity with TBI. For example, partners get a growing number of direct MDF from TBI connected to the revenue they drove the prior year.
Read about the PGA Club in our TBI Big Event recap.
Nord Security expanded its partner efforts to serve MSP partners.
MSPs can deliver Nord’s NordLayer and NordPass offerings. They can directly integrate their operations with the Nord product backend to manage the customer stack.
Nord launched its channel program in the North American agent channel late last year.
Allison Francis covered the program launch.
Big Blue has made its partner ecosystem priority, according to its new channel leader.
IBM recently promoted Kate Woolley to general manager of The IBM Ecosystem. She said CEO Arvind Krishna views the channel as a priority for the company.
In addition, IBM has given U.S. partners access to its updated Salesforce-based portal.
Read about the leadership change.
LiveVox launched a new channel program.
The customer service and digital engagement tools provider touted its regional sales teams and partner onboarding resources. LiveVox channel executives also said they are working to build more demand generation through events and digital campaigns.
Learn about the ACTivate program from Claudia Adrien.
Amazon Web Services announced several channel updates to last month.
AWS added two new partner competencies. The Enterprise Container Management Competency updated an existing container management certification with an eye on larger customers. AWS also unveiled a DevSecOps competency.
Later in April, AWS announced that it consolidated various migration funding programs into the Migration Acceleration Program (MAP). Partners use MAP to deliver more projects to customers.
Read about the partner competencies and funding program changes.
IT expense management and managed mobility services provider Tangoe launched a partner experience program.
TSB/agent, reseller, system integrator and technology partner firms can benefit from customized tracks in the Tangoe Partner Experience program.
Tangoe tapped Avant and Intelisys as its founding distribution partners.
Read more about Tangoe.
Granite Telecommunications catered to value-added resellers with its newest partner program.
Granite is initially targeting technology partners like Cradlepoint, Fortinet and Juniper as companies that can add recurring revenue streams for advanced services.
For example, these partners can earn commissions for carrier and managed services while selling hardware and software licenses.
Read the press release on Channel Futures.
Deep Instinct partners are a getting partner program molded on the frequent flyer program.
The cybersecurity provider officially launched its loyalty points system on May 1 after announcing it four weeks earlier. The system prioritizes partner-iniated deals and focuses on expected partner margins instead of discounts.
Deep Instinct has recently shifted to a 100% channel model.
Get details about the program.
VMware has made several updates to its partner strategy in recent months.
The vendor has launched partner-to-partner incentives, which reward a partner that brings in a partner with a complementary skillset to fill a customer need.
Sandy Hogan, senior vice president of VMware’s worldwide partner and commercial organization, also said VMware has recently brought disparate partner portals and aplications into the same platform. In addition, VMware has launched a co-selling registration motion.
Hogan shared many more updates with Kelly Teal.
Data security solutions provider Cavelo launched a new partner program.
Reseller, referral, MSP and technology partners can get in on the action with the Cavelo partner program, which offers “aggressive” sales margins. The company also appointed a new channel sales leader.
Edward Gately has the scoop.
AppSmart added more self-service tools for its technology adviser partners.
The new Experience 360 update provides account management support as a service for partners that want AppSmart to provided dedicated staff to support the customer life cycle. In addition, AppSmart’s self-service tools let partners quickly process quoting, ordering and commissions.
“We’re giving them all of the self-service tools and capabilities if they want to operate in a self-service mode. We still have the entire team to do assisted sales for them,” said Renée Bergeron, senior vice president and general manager.
Read more comments from Bergeron.
Resellers, MSPs and agents all got news from Cisco last month.
Perhaps the most significant news is Cisco moving its SMB segment underneath Andrew Sage’s global distribution sales unit. Cisco also outlined its new partner sustainability awards and incentive. In addition, channel executives shared intriguing data about how their MSP and agent models are growing.
Check out Channel Futures’ conversation with Cisco.
Panasonic unveiled a new partner portal.
Partners can use the portal for deal registration, product pricing and channel inventory reports as well as one-time authorizations.
According to the company, the simplified and unified portal allows Panasonic’s sales team to more effectively manage partner relationships.
Panasonic’s director of U.S. channel sales and operations said the company aims to “improve collaboration with sales reps and account managers.”
Edward Gately has the scoop.
Zayo Group tackled channel conflict in its latest go-to-market update.
The fiber and connectivity provider launched an new enterprise solutions suite in April. Moreover, executives from the company laid out how they are pushing a more channel-friendly message across the organization.
“Bringing together that balance of direct and channel has been a critical piece of our overarching go-to-market strategy,” chief marketing officer Kimberly Storin said.
Read more of Storin’s comments.
Nitel is eyeing MSP partners.
Newly minted Nitel channel chief Jim Glackin said the carrier needs to do business with MSPs in the way MSPs want. That means engaging with IT distributors, Glackin said.
“If you really want to be successful in that space, you’ve got to be able to fit into the selling motion of the MSP,” Glackin told Channel Futures.
Nitel will, of course, continue to sell through its agent channel.
Read about Glackin’s appointment.
Nitel is eyeing MSP partners.
Newly minted Nitel channel chief Jim Glackin said the carrier needs to do business with MSPs in the way MSPs want. That means engaging with IT distributors, Glackin said.
“If you really want to be successful in that space, you’ve got to be able to fit into the selling motion of the MSP,” Glackin told Channel Futures.
Nitel will, of course, continue to sell through its agent channel.
Read about Glackin’s appointment.
Cisco and other IT/telecommunications vendors have recently updated their channel partner strategies.
The business technology channel continues to court the indirect sales channel and accommodate various partner revenue models. Reseller, MSP, agent and systems integrator partners all saw announcements related to them in April.
Cisco has reorganized the relationship between its SMB and distribution units, in addition to launching new incentives in sustainability. AWS unveiled new competencies. Connectivity and fiber provider Zayo is addressing conflict between direct and indirect sales. One TSB launched a partner loyalty program. And many other vendors tweaked their channel programs or launched new ones.
Scroll through the images above to see the latest updates to partner programs.
You can also check out the March edition of new and changing programs.
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