Hybrid multicloud computing provider Nutanix has launched a new referral program. It rewards partners across the entire lifecycle of any project.

Part of Nutanix’s Elevate Partner Program, the Referral Program recognizes the entire partner ecosystem, rather than just the ones that transact the deal. This changes the traditional partner-vendor relationship model.

Adam Tarbox is vice president of EMEA channel sales at Nutanix.

Nutanix’s Adam Tarbox

“Analysts talk about how customers engage with at least seven partners across the lifecycle of any project and there are multiple touchpoints,” Tarbox said. “Despite this, vendors have traditionally tended to only concern themselves with and reward the partners involved in actual transactions, forgetting the whole ecosystem around each deal and how it comes to life. We’re changing that.”

Shaping Strategies

The new Referral Program rewards more of Nutanix’s partners involved across the process. This is the case for those who help customers to shape their strategies and support them through the buying process.

The program recognizes partners’ different business models and the ecosystem of partners with whom customers engage. This depends on where they are with their buying cycle. In particular, it rewards partners who help customers shape their strategy early in the buying cycle. It also rewards ISV partners who engage more with the line of business at the application level. They might not be involved in the end transaction.

The Referral Program means that Nutanix is able to recognize all partners involved in a customer’s buying journey. Ultimately, it helps build profitable partnerships, the hybrid multicloud provider said. This gives a clear signal to the industry of the value that Nutanix places on its entire partner ecosystem and the customers they serve. It also highlights how the Nutanix Elevate Partner Program framework is continuing to evolve to maximize partner profitability, based around the opportunities at hand.