Citrix (CTXS) Channel Chief Mike Fouts spoke with MSPmentor this week at Synergy 2014 and gave us an inside look at his vision, philosophy and outlook for the company’s channel program. Here are the details.

The virtualization, networking and mobility management company’s channel chief noted that Citrix focuses on three main market segments with channel partners: small and medium-sized businesses (SMBs), high-growth customers and high-touch companies.

The two most profitable market segments are SMBs and high-growth customers, and Citrix has more than 100,000 customers between those two markets, Fouts said.

“It’s where we don’t have nearly enough coverage from Citrix as a company and where we need help from our partners,” he said.

Partner advisory council

Citrix held its first partner advisory council at this year’s conference.  About 100 partners from the United States, Canada and Latin America participated, Fouts said.

“It was an opportunity to get together for a day and get their feedback, brief them on what we’re doing today and over the next couple of days, and share and collaborate,” he said.

He said his team also briefed channel partners on Citrix’s products, strategy and vision, and market opportunities.

Some of the feedback Fouts heard from partners involved Citrix’s products, for instance, some suggested  bringing XenApp back to the forefront. Partners also weighted in on the company’s lack of mainstream advertising (i.e., partners want to see Citrix more in airports, subways, etc.).

Responding to the feedback, Citrix has made plans to market more in airports, grow its presence in leading newspapers and market its image in other ways.

As far as the program’s future, Fouts said partners can expect a program focused more on rewarding partners that invest in Citrix by implementing products, completing certfications and gathering customer references.

“I do believe, philosophically, that we need to reward the people that invest the most with us,” he said. “The more investment a partner makes, the more I want to reward them.”

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