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New, Updated Partner Programs: AT&T, Microsoft, SolarWinds, TD Synnex, More

New financial incentives, partner tiers and enablement resources. The vendors are investing in the channel.

James Anderson

November 10, 2022

17 Slides

The world’s largest technology manufacturers and service providers are trying to make their channel programs more attractive to the partner community.

More and more publicly traded are investing less in their direct sales force and turning to the force multiplier that is the channel. Consider IBM which is openly referring to channel partners as an extension of its sales team. But many vendors are realizing they must do more to make those partners feel truly supported and incentivized to sell their products and services.

In other cases, partners complain that they now have to do more to stay relevant with their vendor partners. One prominent IT company launched a new set of requirements that dramatically shifted the way certain partners do business.

A variety of channel program updates took place last month in the worlds of IT, telecommunications and everything in between. Some vendors are simplifying their programs. Others are adding new tiers and partner types. Some have added financial incentives. Others have added training and certifications. Channel Futures has summarized many of those updates in the slides show above.

Check out the ‘ list of 17 impactful channel program stories from the past month.

Also check out the previous edition 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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