New Programs for Channel Partners: Eaton, Cisco, Kaseya, eSentire
Startups and established companies are both looking to use channel partners more for their sales and services. We have updates from ESET, D&H, Oracle NetSuite and more.
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New Cisco partner leader Rodney Clark is bringing a sharper end-user lens to different initiatives in the vendor's channel.
Clark said his team is researching how different nomenclature around partners is resonating with end-customer buyers.
"In my first three months, we're really challenging each other to ensure that we're delivering on what the end customer really wants through our partner," said Clark, who is stepping into his role at a time when Cisco is figuring out how to integrate its channel efforts with that of Splunk.
Cisco also upped its takeback incentives from 7% to 9%, encouraging partners to recycle Cisco hardware that has reached end of term.
Read about the comments Clark made in an interview with Channel Futures.
Eaton announced three new tiers to its partner program.
The power management provider said partners will keep all the resources they had in their old tiers, which include technical support and training programs. But a key change is that top-tier certified and premier partners are getting increased financial incentives. That includes more deal registration discounts and MDF.
See Moshe Beauford's story about Eaton.
Arelion continued to educate the technology advisor channel about its rebrand from Telia Carrier.
The Swedish carrier announced a new agreement with tech services distributor Sandler Partners, giving Sandler's agent partners access to Arelion's services. Arelion head of global channel sales Rob Westervelt said the internet provider is expanding in North America.
Read Arelion's press release.
Cybersecurity provider ESET incentivized renewals with a new rebate.
The vendor is giving its top-tier partners who keep an 80% renewal rate 5% back. Furthermore, ESET is offering a renewal-as-a-service (RaaS) program to conduct renewals on behalf of partners for clients with few than 100 seats. The idea is that the RaaS program would let partners focus on generating large new logos while current accounts stay locked in.
Read more about the Partner Connect Program.
D&H Distributing extended credit limits for more than 600 channel partners.
The largest annual credit extension ($400 million) in the distributor's history increased VAR and MSP partners' credits by an average of 50%. Moreover, a partnership with DLL Financial Solutions gave partners the opportunity to extend 60-day terms on orders through the end of the year.
"D&H is famous for ‘zigging when others zag,' offering credit extensions and other means of boosting partner outcomes in moments when competitors typically tighten their belts," a D&H sales leader said.
See D&H's press release on the matter.
Confluent, which provides a platform for data streaming, targeted system integrators with a new program.
Accelerate with Confluent emphasizes and supports partners that provide professional services. The vendor will help staff its partners delivery teams to support projects with clients. The goal is to help end customers complete their projects faster, and increase profitability for SIs, Confluent's channel leaders said.
Read the company's announcement.
Zebra Technologies' hardware and ISV partners can participate in a new sustainability recognition program.
The new initiative puts a unique identifier for recognized partners Partner Locator platform. Zebra is also providing marketing resources (including MDF) and training to help them drive more sustainable business outcomes.
Partners must show at least three examples of them deploying a sustainability solution.
See Zebra's announcement about the program.
Oracle NetSuite emphasized cross-sell and upsell to partners at a recent event.
The ERP vendor encouraged partners to do "more with less," which in that case meant expanding wallet share with existing clients. Increased certifications with NetSuite have helped drive that traction. The company has seen better renewal rates from partners as well as reported new customer growth.
Read Christine Horton's coverage from the SuiteConnect event in London.
AI security provider Cranium introduced a program for resellers.
The startup is seeking to be a "100% channel" company as it scales its footprint. A Cranium channel leader said the program emphasizes simplicity and "ample service margins."
“We aim to leverage our partner network to maximize their earnings potential," they said. "The program rollout is simple and easy to use; built this way so we can grow into it. We focus on margins for partners versus program levels and dollar thresholds, and certifications to meet.”
Learn more about Cranium's program.
Kaseya announced an option for MSPs to enter into month-to-month or one-year contracts with the RMM provider.
Those offers, seen by some as a balm for three-year contracts that irked some MSPs, come as part of the Kaseya 365 subscription that CEO Fred Voccola said would boost partner profitability.
In addition, Kaseya announced a pledge that its customers can modify their contracts if they've experienced a "significant client loss."
Dave Raffo was on the scene at Kaseya Connect.
Spin.AI evolved its partner program to allow for the wrap-around of professional and managed services.
The vendor, in search of a partner-first methodology, said it rolled out aggressive margins and made its channel program more amenable to different partner types. MSP are a prominent target audience from which the provider solicited feedback.
Spin.AI provides security for cloud-based software applications.
Learn more about Spin.AI.
Tines upped its support for resellers in its program launch.
The security automation provider formalized its channel program after two-and-half-years developing its indirect route to market. The three-tier program measures partners based on "investment" in the vendor and shared customers.
Edward Gately has the scoop.
eSentire plans to create a threat intelligence offering specifically geared to channel partners.
The managed detection and response provider aims to create a customizable feed from which partners will build proprietary security services.
eSentire drives more than 60% of sales through channel partners, with 90% of non-North American routes to market "channel-led."
Edward Gately has the scoop.
ExtraHop introduced new pricing and discounts as part of a swath of updates to its partner program.
The vendor, under the leadership of new partner leader Christine Camp, announced that it is working to "streamline access" to its RealX solution. ExtraHop provides network detection and response (NDR).
Edward Gately has the scoop.
ExtraHop introduced new pricing and discounts as part of a swath of updates to its partner program.
The vendor, under the leadership of new partner leader Christine Camp, announced that it is working to "streamline access" to its RealX solution. ExtraHop provides network detection and response (NDR).
Edward Gately has the scoop.
Technology vendors are courting VARs, MSPs, SIs, TAs, ISVs and any other partner acronym you can think of.
In an era where "channel-led" is a hot term, countless companies are adding support and financial incentives to channel partners that can help scale their sales and services.
Channel Futures' monthly roundup of channel partner program news runs the gamut of technology types. A global internet carrier signed an agreement with a tech services distributor to access American partners working in the agent model. A power management company is sweetening the pot on deal registration discounts for top-tier partners. A data streaming provider is helping systems integrators staff their professional services.
April saw several companies specializing in governance or security for SaaS and AI lean more on partners to help them scale. Privacy management provider OneTrust and SaaS security provider Adaptive Shield are two examples of vendors deepening their partner incentives.
In the slideshow above, Channel Futures summarizes 15 channel partner program announcements from leading technology suppliers.
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