Rubrik, the cloud data-management company, has launched its first global program for resellers. it aims to help partners capitalize on the company’s momentum and tap into the $48 billion data management market opportunity.

The Velocity Partner Program encompasses both the Service Delivery Partner program, launched last year, and a new reseller partner program. They work in conjunction with each other to expand the company’s go-to-market alignment for partners — giving them the option to resell, service and/or manage Rubrik offerings.

Bertrand Yansouni, Rubrik’s vice president of worldwide channels, tells Channel Partners that some customers prefer to acquire Rubrik in a capex financial model and implement it as part of their data-center strategy, while others would rather acquire it in an opex model as a managed service from partners.

Rubrik’s Bertrand Yansouni

“This new program defines a structure for our partners to do both,” he said.

Partner feedback has driven a number of the new offerings in the program. Yansouni said.

“For example, in response to partners’ requests for new ways to demonstrate differentiation and highlight their technical skills, we have introduced tiering and a professional-services specialization,” he said. “They can also differentiate themselves in the market based upon their expertise in Rubrik solutions with the announcement of the Rubrik Academy, which establishes training paths and accreditations for partner sales, pre-sales and post-sales professionals.”

The program includes three tiers – Authorized, Select and Elite – based on competency and performance. Requirements will vary based on country and partner size so that every partner has access, and a clear progression path, to the highest tiers, Yansouni said. The program also introduces new specializations to recognize unique capabilities.

“To invest in partners that invest in Rubrik, the (Velocity) program introduces a rebate for Elite partners, lead and opportunity sharing, joint marketing funds, and incentives for partner sales and sales engineer representatives in the highest tiers,” he said. “The program provides the opportunity for partners to build their expertise and differentiate themselves in their ability to bring their customers improved simplicity and efficiency in the areas of data protection, cloud data management and cloud migration. The opportunity for repeat sales is very high.”

And finally, the program introduces a new global partner technical advisory board, reflecting the “value Rubrik places on partner solution engineers’ technical expertise,” Yansouni said.

“Rubrik is driving positive disruption in a market that had limited innovation and can benefit from efficiency and modernization improvements,” said Manny Punzo, director of data protection and management at Technologent, a global provider of IT, data, cloud and security services. “Their simple, scalable solution addresses our customers’ key initiatives, including not only how they improve data protection, but also how they bring the cloud into their business. Rubrik’s new Velocity Partner Program is going to help us capture this shift in the market and grow our company.”