Cloud contact center software provider Five9 (FIVN) has appointed former Vocalcom executive Wendell Black as its first channel chief, while simultaneously expanding its global channel partner program to attract new resellers.

Five9 said the expanded program will focus on fostering new partnerships with master agents, system administrators and resellers, so each member of the program can deliver solutions customized to the needs of their buyers.

Partners also have the option of becoming full-blown resellers or OEM partners, according to the announcement. Five9 only offered a referral program for partners prior to the program’s recent alteration.

“This expanded channel program is an important step in our evolution and we believe will play a key role in the continued growth of Five9,” said Mike Burkland, president and CEO of Five9, in a statement. “As more and more enterprises are moving their contact center technology to the cloud, we are extending our market reach by enabling more partners to provide our industry leading cloud-based contact center solution.”

While Five9’s channel efforts have always been globally focused, a company spokesperson said the expansion will allow it to “seek new partners globally, but not [from] any region in particular.”

Five9 launched its Cloud Alliance Partner Program in March of last year with the goal of helping partners to integrate their solutions into the company’s portfolio.

Black, who served as executive vice president and general manager of Vocalcom North America prior to his appointment as channel chief, has been charged with using his 25 years worth of experience in the enterprise contact center arena to grow the company’s channel sales program, according to the announcement.

Black’s LinkedIn account lists him as vice president of Channel Sales at Five9 since October, shortly after leaving his previous role at Vocalcom in August.

“I’m thrilled to join the Five9 team,” said Black. “The expansion of the program will extend the reach of the Five9 Virtual Contact Center by making it available to partners and their customers on a national and global level.”