New, Updated Channel Programs: AT&T, Lumen, Cisco

Lumen Technologies gave partners an opportunity to earn higher commissions. And Cisco opened up more partner advisory services opportunities in an update to its channel partner programs.

Prominent vendors and distributors announces several changes to their channel strategies heading in the holidays. For example, Samsung debuted a partner program that reflects its “mobile-first” nature, and HPE incentivized partners to serve SMB customers.

Changes to channel partner programs in November grew particularly plenteous on the IT side.

Data management provider Komprise expanded its partner program to include new training, MDF and cloud data migration modules. Web and application access solution provider Ericom Software announced new distribution partners. IT monitoring provider Centreon unveiled new training and enablement resources. And autonomous data flow provider Ascend.io signed new consultancy partners.

We also heard from some large carriers about how they and their partners have adjusted to a new sales cycle.

Check out updates to these channel partner programs and more in the images below.

Missed the previous update? Find the last edition.

Lumen

The service provider rearranged its payout model to incentivize cooperation between direct and indirect sales.

The rebranded CenturyLink enterprise unit significantly cut the tax rate for channel-integrated engagement sales. As a result, members of the channel partner program can earn bigger commissions when they team with the Lumen direct sales force.

Edward Gately has the scoop.

AT&T

COVID-19 spurred AT&T to improve its speed of business.

Chris Jones, AT&T‘s associate vice president of channel sales, said his organization is eliminating unnecessary steps on the path to deploying solutions. The company is also adjusting to an accelerated sales cycle.

“It’s actually a positive benefit from COVID-19 that we realized how much was built into our processes that didn’t need to be there — that we could remove from the process,” he said.

AT&T and other carriers gave updates about their channel programs during the Sandler Partners Summit.

Synnex

The distributor enhanced its VAR community.

Synnex announced Varnex 2.0, which ensures that partners succeed with specialized approaches. Michael Urban, president, worldwide technology solutions distribution, said Varnex members must hold a recommendation from one of Synnex's Solv units. 

Urban explained the nuances of this change in an interview with Lynn Haber. Synnex also spun off a new cloud, mobility and IoT division.

SAP

SAP enhanced its program to allow for better geographical coverage.

New partner grouping agreements (PGAs) allow partners to combine their resources and thus serve customers outside their normal geography. SAP had planned to fully implement the changes in July but choose instead to incrementally introduce them as partners handled disruptions related to COVID-19.

Check out Jeffrey Schwartz's story.

Cisco

Cisco opened up a new generation of advisory services that partners can harness.

Business Critical Services (BCS) has existed for four years, but Cisco unveiled version 3.0 to increase value and flexibility. Cisco made the announcement at its digital partner summit.

“This is a true advisory offering based on expertise and insights. And, for our customers and their IT organizations, it’s truly resilient, adaptive and transformative,” said Cisco's senior vice president of CX solutions and acceleration.

Get details on these advisory services.

HPE

The IT provider announced new as-a-service opportunities for partners targeting the SMB market.

The HPE Partner Ready Program includes three new initiatives designed to promote SMB sales. For example, partners can earn upfront benefits and price protection for "new logo" deals.

In the meantime, HPE has not changed its core partner requirements.

Lynn Haber detailed the changes.

IBM

The new IBM Cloud for Telecommunications initiative will rely heavily on integrators.

IBM Cloud announced the open, hybrid cloud architecture platform, which will help telecom providers adjust to the world of 5G. Wipro, HCL and Tech Mahindra are building practices that aid their clients in launching solutions on IBM Cloud.

Read Kelly Teal's article.

WANdisco

The data lake and cloud migration platform provider formalized its channel partner program.

The three-tier program offers a partner portal, online training and discretionary go-to-market funds. Partners can also harness business planning assistance from the program.

Executives said the move exemplifies the company's "partner-led" strategy.

Learn more about WANdisco.

Samsung

The mobility solutions provider launched its Samsung One partner program in November.

The company built a mobile app that will function as the main hub for partner resources. Samsung also introduced tiering to its program for the first time. The registered, authorized, advanced and elite levels cater to partners' specific business goals.

VARs, mobile operators and mobile resellers comprise Samsung's main partner demographic.

Read about the Samsung One program.

Ananda

Ananda Networks is targeting MSPs and VARs with its new partner program.

The secure global LAN ("SG-LAN") provider is offering technical presales support, joint marketing and sales opportunities, and other benefits to partners. The company's CEO reported "a lot of interest" from channel partners.

Ananda exited its stealth phase earlier this year.

Learn about the new program.

Securden

The privileged access security provider is joining the channel.

The two-year-old company will officially launch its partner program on Jan. 1. Executives believe switching to an indirect sales model will help "widen our North America coverage." Securden is looking for MSPs, MSSPs and VARs.

Learn about what this shift entails.

Starburst

The data access and analytics provider launched its first partner program.

Leadership said the company has been working toward formalizing its partner efforts for more than a year. Partners account for approximately 30% of customer engagements, according to Harrison Johnson, Starburst's head of partnerships.

“The addition of the program will help provide clear direction on how to partner with Starburst. It makes our intentions clear that building an ecosystem-centric business is our top priority," Johnson said.

Learn about the new partner program and how it can help you make money.