14 New, Changing Channel Programs: SonicWall, Ingram Micro, Cisco, More

Some vendors are introducing new resources for partners, while the "partner-first" philosophy takes hold.

James Anderson, Senior News Editor

October 12, 2023

14 Slides

Vendors across the partner world are extolling the virtues of simplicity and flexibility, Channel Futures finds in its latest channel programs roundup.

Channel-facing providers are navigating something of a double bind. Partners demand a simple experience accessing the resources and support of a vendor’s channel program; however, they also demand an experience tailored to their unique business model. That challenge grows more real as vendors add new partner types.

In the meantime, the phrase “partner-first” is sticking in the vernacular of channel leaders and even CEOs. Perhaps Dell can take some credit for popularizing the term with its latest shift, but harsh macroeconomic conditions that favor the channel over direct sales also are playing a role. With the C-level voicing their support for partners, channel leaders are working to make good on those promises.

SonicWall made an interesting play by lowering barriers to access its resources, as well as increasing discounts for new customer logos. HPE is gearing up for a big program launch and is evangelizing its channel to MSPs inside and outside the fold. And distributors TD Synnex and Ingram Micro added new resources of their own to make life easier for partners.

Go through the 14 images above to read about key updates to channel programs in the information communications and technology industry.

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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