**Editor’s Note: Click here for a list of February’s important channel-program changes you should know.**

Snow Software has launched a new global partner program to help scale customer relationships and support its growing partner base around the world.

Based in Stockholm, Sweden – and with offices in Austin, Texas – Snow Software is a new channel company providing on-premises and hosted software asset management (SAM) services. It aims to drive growth with higher value multimarket customers, while giving partners the opportunity to increase revenue through software licensing, services and support.

Peter Turpin, Snow Software’s vice president, tells Channel Partners that more than 75 percent of his company’s customers purchase through the channel, so the new program is “vital to our growth plans for 2016.”

“We are great at creating and delivering superb SAM technologies, but it is the partner that takes the lead on delivering the services (and thus consolidating the value of proposition) in the majority of engagements,” he said.

Globally, Snow Software has about 60 partners, with some operating in several regions. Partners typically are SAM consultancies, Microsoft large account resellers (CDW, SoftwareONE, En Pointe) or top-level consultancy firms (Deloitte), Turpin said.

The partner program now consists of three tiers: Authorized, Gold and Platinum, with each tier reflecting the level of commitment and partner expertise in advising customers.{ad}

“It brings into line all of Snow’s operations and partnerships globally, creating a level and fair playing field for all partners across all territories,” Turpin said. “This will benefit partners in regions such as North America as it will make it less likely they can be undercut by organizations in other regions.”

The program is available to systems integrators, outsourcers, business consultancies, resellers and SAM consultancies. It covers both on-premises license sales and own-brand managed SAM services.

In 2015, Snow Software revenue grew 90 percent year over year. It currently has a direct presence in 18 countries with reach into all major markets, and plans for five new offices in 2016.

Gartner predicts that hosted SAM services will grow 10 times faster than on-premises offerings over the next few years.

“At the heart of our partner program is recognition that each opportunity and customer has the capability to scale into new services or global relationships,” said Brandon Gaovongphet, Snow Software’s senior director of marketing. “Software asset management can bring companies cost savings and efficiencies, so we’re looking forward to working with our partners to help fulfill our customers’ needs and seeing them succeed.”