**Editor’s Note: Avaya is on our list of 20 top UCaaS providers offering products and services via channel partners. See who else made it.

Avaya Tuesday unveiled a new master-agent program focused on accelerating cloud sales to small and midmarket businesses.

Under the program, sales agents connect potential customers with Avaya, which then handles the rest of the transaction, from contracting, provisioning, managing and billing UC services for the business.

In January, Avaya launched a new organization focused on driving cloud products and services for the company.

Avaya’s Gary Levy

“The transition to cloud unified communications services just got a big boost with the Avaya master-agent program,” said Gary Levy, Avaya’s vice president of U.S. channels. “The program leverages the breadth and experience of Avaya Edge channel partners and newly authorized sales agents, combined with the expertise and … unified communications services fully hosted by Avaya, to provide companies with an easy, fast track to cloud.”

Jenne, an Avaya distributor, has signed on as Avaya’s first master agent. Resellers and MSPs can sign up as sales agents through Jenne and offer a cloud solution to their customers with support provided by Avaya, including delivery, pricing and billing.

“Partners who sign on as sales agents will be uniquely positioned in the UC marketplace,” said Travis Frilling, Jenne’s director of Avaya solutions. “The solution offers the ability to add new users and features or phones at any time, the setup is simple, and it provides the quality and features of IP Office that customers appreciate.”

Under the program, agents can offer: UC fully hosted by Avaya; bundled carrier services; desktop options; delivery, management and support; and monthly, subscription-based billing.

“In parallel with the development of the master-agent program, we transformed the technology behind Avaya cloud, establishing storefronts for agents and making infrastructure changes that significantly improve ease of use,” said Mercer Rowe, vice president and general manager of Avaya Cloud. “The proof is seen in our pilot and the velocity with which Jenne was on-boarded and subsequently building a funnel. Demand is there and the program reaffirms we are on a growth track for success.”