Top Channel Program Changes: Cisco, Broadcom, More
December saw a heaping of new channel leaders and new vows to amplify partner business.
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Barracuda Networks said it launched its first global partner program in December.
The Barracuda Partner Success Program reportedly rewards all partners for their "total sales contribution." That's opposed to measuring partners based only on their overall resale volume.
"In contrast, Barracuda’s new global partner program offers partners the flexibility of choice to meet the needs of today's modern buyers," one channel exec said.
The program caters to resale, MSP and marketplace routes to market.
Learn more about what Barracuda is doing in the channel.
So you want to sell and service Microsoft Copilot 365? Distributor TD Synnex wants to help.
The Enablement Journey for Microsoft 365 Copilot program gives partners training and resources for building an AI practice. It exists as part of TD Synnex's Destination AI program, which formed out of exploding interest from resellers around generative artificial intelligence.
Read about the program.
Secureworks and SentinelOne are working more closely to go to market together.
The providers announced a program that they say will benefit mutual customers in selling an integrated solution. Some form of technical integration already existed, but now the Secureworks Taegis ManagedXDR and SentinelOne Singularity Complete solutions can be fully integrated, according to the companies.
Get details on the initiative.
Breach and attack simulation (BAS) provider Picus Security made a new program for managed security services providers (MSSPs).
The vendor highlighted the different interval-based and continuous licensing options that can enable different features for partners. Interval-based licensing, for example, can help partners secure a validation assessment for their customers.
Read more about Picus from Edward Gately.
Broadcom sounds bullish about its partners, but legacy VMware partners may not feel the same following the behemoth merger of the two companies.
Broadcom, in a December filing, repeated promises from CEO Hock Tan that Broadcom will rely more on channel partners following its integration of VMware. Distributors contributed to 57% of Broadcom's net revenue in fiscal year 2023, a record.
But not all VMware partners were feeling the love during the holiday season. Namely, Broadcom ended the VMware partner program, informing all VMware partners that they need to reapply.
Channel Futures charted Broadcom's historical channel revenue and some of its most influential partners.
An excellent piece of reporting by Rich Freeman explored new Cisco channel leader Rodney Clark's accomplishments at Microsoft from a partner lens.
Cisco announced Clark's appointment last fall, but because he hadn't officially started his job yet, questions had been buzzing in the partner community about how he will shape the Cisco channel. Moreover, will the Cisco partner experience resemble parts of the Microsoft NCE program that Clark became the face of?
Freeman interviewed several longstanding Cisco channel partners, many of whom also partnered with Clark at Microsoft. They shared importance nuances about Clark's tenure at Microsoft, as well as their hopes for what he will accomplish at Cisco.
Check out Freeman's story.
It's all about the ecosystem, BeyondTrust channel leaders say.
Senior vice president of global channels and alliances Rob Spee told Channel Futures that the cybersecurity vendor wants to orchestrate more cooperation between different top partners. He said BeyondTrust identifies in each region its top resellers, integrators, service providers and tech partners, and focuses on those partners. But Spee said the vendor is taking a more intentional approach to linking those partners together.
"Before, it was kind of single-threaded. You might work with one or the other, but not trying to bring three, four or five together into an account doing different things, offering different elements of value along the buyer journey. So that's really the change. It's a very multi-threaded, but orchestrated approach.”
Edward Gately has the scoop.
Qualys will modernize its partner program in 2024, according to its new channel leader.
The security and compliance solutions provider could launch new resources that help its partners expand their managed and professional services in the new year, according to newly hired senior vice president of global channels and alliances Barb Huelskamp.
In an interview with Edward Gately, she praised the diverse nature of Qualys' partner ecosystem. She also suggested that she's eyeing ways to help partners build their MSSP practices.
Edward Gately has the scoop.
OneSpan rolled out a new partner network.
The digital agreements security provider has an engagement model that caters to distributors, VARs, SIs, ISVs and MSSPs. OneSpan also is making lead generation available for partners, as well as deeper financial incentives for qualifying partners.
Read the news on OneSpan's website.
RackWare launched its new PartnerConnect channel program.
The hybrid cloud management provider announced a three-tier program with graduating requirements and benefits. North American, European and Asia-Pacific VARs and MSPs are part of the newly announced program.
RackWare published a press release on the matter.
RackWare launched its new PartnerConnect channel program.
The hybrid cloud management provider announced a three-tier program with graduating requirements and benefits. North American, European and Asia-Pacific VARs and MSPs are part of the newly announced program.
RackWare published a press release on the matter.
Technology vendors were working hard to revamp and fine-tune their partner organizations even as many of us were winding down for the holidays last month.
December's recap of top channel program changes includes providers of cybersecurity, networking and artificial intelligence. The partners that work with them run the full gamut, from agents to VARs to MSPs to systems integrators.
There's Broadcom, which teased increased reliance on channel partners and then brought the VMware partner program to an end.
File it more under the category of speculation than an actual announcement, but a recent piece by Channel Futures shed light on how Cisco might evolve its channel under the leadership of Microsoft alum Rodney Clark.
Then there's distributor TD Synnex, which launched a program that it said will add value for partners that want to sell and service Copilot.
Go through the 10 slides above to see what happened in the channel while you were gearing up for the holidays.
Or check out the recap of top channel program news from November.
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