https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • Analytics
    • Artificial Intelligence
    • Cloud
    • Data Centers
    • Desktop
    • IoT
    • Mobility
    • Networking
    • Open Source
    • RMM/PSA
    • Security
    • Virtualization
    • Voice/Connectivity
  • Strategy
    • Back
    • Best Practices
    • Business Models
    • Channel 101
    • Channel Programs
    • Channel Research
    • Digital Transformation
    • Diversity & Inclusion
    • Leadership
    • Mergers and Acquisitions
    • Sales & Marketing
    • Specialty Practices
  • MSSP Insider
    • Back
    • Business of Security
    • Cloud and Edge
    • Endpoint
    • Network
    • People and Careers
    • Training and Policies
  • MSP 501
    • Back
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Our Sponsors
    • From the Industry
    • Content Resources
    • COVID-19 Partner Help
    • Galleries
    • Podcasts
    • Reports
    • Videos
    • Webinars
    • White Papers
  • EMEA
  • Awards
    • Back
    • Excellence in Digital Services
    • 2020 MSP 501
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Partners Evolution
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
  • Channel Mentor
    • Back
    • Channel Market Intelligence
    • Channel Educational Series
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • Analytics
    • Artificial Intelligence
    • Cloud
    • Data Centers
    • Desktop
    • IoT
    • Mobility
    • Networking
    • Open Source
    • RMM/PSA
    • Security
    • Virtualization
    • Voice/Connectivity
  • Strategy
    • Back
    • Best Practices
    • Business Models
    • Channel 101
    • Channel Programs
    • Channel Research
    • Digital Transformation
    • Diversity & Inclusion
    • Leadership
    • Mergers and Acquisitions
    • Sales & Marketing
    • Specialty Practices
  • MSSP Insider
    • Back
    • Business of Security
    • Cloud and Edge
    • Endpoint
    • Network
    • People and Careers
    • Training and Policies
  • MSP 501
    • Back
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Our Sponsors
    • From the Industry
    • Content Resources
    • COVID-19 Partner Help
    • Galleries
    • Podcasts
    • Reports
    • Videos
    • Webinars
    • White Papers
  • EMEA
  • Awards
    • Back
    • Excellence in Digital Services
    • 2020 MSP 501
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Partners Evolution
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
  • Channel Mentor
    • Back
    • Channel Market Intelligence
    • Channel Educational Series
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Digital Service Providers
  • Cloud Service Providers
  • CHANNEL PARTNERS ONLINE
 Channel Futures

Channel Programs


Citrix Aims For Midmarket with New Partner Incentives, Reward Structure

  • Written by Michael Cusanelli
  • April 6, 2016

Citrix (CTXS) is continuing its push to capture a greater share of the midmarket with the launch of new incentive and reward programs designed to boost partner profit.

Citrix (CTXS) is continuing its push to capture a greater share of the midmarket with the launch of new incentive and reward programs designed to boost partner profit.

The features are split between incentives for identifying new sales opportunities in the midmarket and rewards for actual sales within the midmarket. Citrix Channel Chief Kimberly Martin said the company is focusing heavily on growing its already sizeable $6 billion share in the midmarket space to match the success of its enterprise business.

Key among the updates announced is an overhaul of Citrix’s market development funds (MDF). Beginning this summer, Citrix will no longer offer individual MDF for partners, but will instead focus on providing CSAs and distributors with Strategic Development funds. Martin said the change is a direct result of studies, which failed to show any correlation between the success of partners receiving marketing development funds, and those who weren’t.

“What we’re moving to is proposal-based [funds] so we can do bigger things with our partners and we can help support them,” she said. “A lot of our partners don’t have marketing departments, and we can specifically help them target the midmarket through things like social media campaigns or digital marketing.”

Martin also detailed the impending launch of the Net New Partner Sourced program, which will provide Citrix’s CSA, ISV and SI partners with rewards for identifying new midmarket opportunities. The program will feature a suggested seven percent upfront discount on al new partner-qualified opportunities in addition to all of Citrix’s existing discounts. Together, that means partners will be eligible to receive up to 10 percent in incentive payouts, according to the announcement.

Martin said Citrix has also updated the Citrix Advisor Rewards program (CAR) to increase the predictability of SLAs for resellers. Partners had previously complained that Citrix was too slow to tell resellers when or if they had qualified for rewards through the program, so now Citrix is working with its internal sales team to guarantee a response within 5-7 business days.

“We’re confident that these changes are going to help grow our opportunity pipeline, specifically the midmarket,” said Martin. “It’s going to increase our partner leverage and more important it’s going to help our partners profitability in the midmarket and being more successful in the Citrix solution stack.”

Citrix expects to launch its Strategic Development Funds in July for partners in the Americas and EMEA, with a rollout for APAC intended for later in the year. The Net New Partner Sourced Program is expected to debut on May 9 globally.

The new program features come on the heels of several other program enhancements announced during the Citrix Summit 2016 in January, where the company announced changes to its Partner Account Manager (PAM) rule as well as the introduction of a midmarket success kit for partners.

Tags: Cloud Service Providers Digital Service Providers MSPs VARs/SIs Channel Programs

Related


  • Target group
    Stratus Technologies Targets VARs with New Partner Program
    Stratus offers two edge computing platforms.
  • Executive replacement
    VMware CEO Pat Gelsinger Replacing Bob Swan as Intel CEO
    Intel's new CEO began his career with and spent 30 years with the company.
  • Akamai Technologies Partners Migrating to New Channel Program
    Akamai partners will migrate to the new program over a six-month transition period.
  • Ready, Set, Go
    New, Changing Partner Programs: AWS, Tech Data, Avaya, Verizon
    Vendors and distributors thanked partners for their efforts in 2020 and geared up for 2021.

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • New LogicMonitor Partners to Fuel Southern EMEA Growth
  • AWS Still Chasing JEDI, Blasts Trump Administration Again
  • Top Channel Exec Departs Samsung for Avaya Channel
  • D&H Distributing Ramps Up and Formalizes Professional Services

Galleries

View all

New, Changing Partner Programs: AWS, Tech Data, Avaya, Verizon

January 11, 2021

Industry Perspectives

View all

Partners Share Their 2021 Goals—and Plans for Achieving Them

January 26, 2021

The Importance of Being Security-Centric

January 22, 2021

Cyberattacks: Threat Hunters Conquer Unpredictability with 3 Measures

January 21, 2021

Webinars

View all

Your Network Perimeter Has Changed

February 18, 2021

In Case of Emergency: The Importance of Proactive Critical Event Management

February 23, 2021

How Managed Hosting Providers Thrive with the Alternative Cloud

February 24, 2021

White Papers

View all

Product Brief: Kaseya VSA Integrated Workflows with BMS and IT Glue

January 26, 2021

Why Subscription Business Model

January 15, 2021

The Ultimate MSP Guide to Sales Efficiency

January 14, 2021

Upcoming Events

View all

Channel Partners Virtual

March 2, 2021 - March 4, 2021

Channel Partners Conference & Expo

November 1, 2021 - November 4, 2021

Videos and Fastchats

View all

FASTCHAT: How SOAR Eliminates Security Challenges and Elevates Service Provider Revenues

January 6, 2021

Happy Holidays from Channel Partners & Channel Futures!

December 21, 2020

FASTCHAT: How Old, Unpatched Technologies Are Creating New Security Threats for MSPs and Their Customers

December 3, 2020

Twitter

ChannelFutures

Product Brief: Kaseya VSA Integrated Workflows with BMS and IT Glue dlvr.it/RrPJWz https://t.co/qFvS3o0XIZ

January 26, 2021
ChannelFutures

.@SaaSAlerts_hires @KaseyaCorp vet as new CEO. #MSP #cybersecurity dlvr.it/RrNyQx https://t.co/XzKxQbmrhr

January 26, 2021
ChannelFutures

.@untangle_inc partners say #cybersecurity spending will increase this year due to media coverage of cyberattacks.… twitter.com/i/web/status/1…

January 26, 2021
ChannelFutures

Native @MicrosoftTeams integration coming to @SAP apps. dlvr.it/RrKz34 https://t.co/tM7SQaaOHl

January 26, 2021
ChannelFutures

#Biden, @CompTIA both launch big #cybersecurity efforts (separately). dlvr.it/RrKr54 https://t.co/hXEw2CGUMZ

January 25, 2021
ChannelFutures

.@HPE appoints new head of worldwide distribution. #cloud dlvr.it/RrKJLT https://t.co/FW0OUTDJFF

January 25, 2021
ChannelFutures

Following its acquisition of SAP specialist Pioneer B1, new @SapphireSystems GM reveals "buy and build" growth stra… twitter.com/i/web/status/1…

January 25, 2021
ChannelFutures

.@exabeam, @VulcanCyber, @ntti3, @Vectra_AI, @Lookout and @valtixinc give high marks to @POTUS' federal… twitter.com/i/web/status/1…

January 22, 2021

MSSP Insider

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Channel Partners Online

Want more? Find more channel news and analysis on our sister site, Channel Partners.

Media Kit And Advertising

Want to reach our audience? Access our media kit

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Online
  • Channel Partners Events
  • MSP 501
  • MSSP Insider
  • IoT World Today
  • Webhostingtalk

WORKING WITH US

  • Contact
  • About us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2021 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X