A Relationship that Lasts a Lifetime

The era of “one and one” could be over. In 2023, vendor partner programs will continue to shift away from one-off transactional deals. Instead, partners will increasingly be rewarded on the value they provide throughout the entire customer life cycle.

“The marketplace shift toward customer life cycle management (CLM) will continue in 2023 and partner programs that fully embrace it will see the most engagement. Fully engaged partners who are given the right tools and data to respond to customer priorities are positioned to benefit the most from this focus on CLM as customers look to drive sustained value from their communications investments – now and into the future. To further support CLM, we will see a trend toward programs that encourage partners to further embrace their role as trusted advisors throughout the customer experience.” – Lana King, VP of partner programs, training and enablement, Mitel

We’re already seeing this in action. The forthcoming launch of HPE’s new partner program, Partner Ready Vantage, will approach channel engagement through a “customer lifetime lens.”

“The new partner program recognizes more IP of different partners,” said HPE’s UK MD, Matt Harris.  “Second, it has customer life cycle value in mind.”

Elsewhere, NetApp’s forthcoming partner programme, Partner Sphere, “is focused on the value and contribution the partner ecosystem provides through the life cycle of a customer engagement.”