Channel Program Intelligence: How IT Vendor Partner Programs Are Supporting AI Solutions
As part of the CRN Partner Program Guide evaluation, channel executives were asked about how their partner programs have changed over the last 12 months to incorporate or support the selling of AI solutions by channel partners. Here’s what 20 had to say.
AI Assistant(ance)
Artificial intelligence and generative AI solutions have been in huge demand over the last two years and that’s putting lots of pressure on solution providers to develop AI-based offerings and provide customers with the services needed to get the most value out of AI systems.
That, in turn, is putting a great deal of pressure on IT vendor partner programs to provide partners with the training, support and incentives they need to work with AI technology.
That’s why as part of the CRN Partner Program Guide we asked IT companies the question: How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
In the following slides we provide the answers from 20 of the 250 IT vendors that submitted applications for this year’s Partner Program Guide.
The CRN 2024 Partner Program Guide offers the information solution providers need to evaluate the channel programs operated by the IT vendors they work with or are considering partnering with. The guide is based on detailed applications submitted by vendors outlining all aspects of their partner programs. Details of every vendor’s partner program can be found at CRN.com.
As part of the Partner Program Guide, CRN designates some programs as 5-Star Partner Programs because they provide the most comprehensive lineups of incentives, resources, training, services and benefits.
Slide shows in the 5-Star Partner Program Guide series running this week include companies that provide products and services in cloud platforms and infrastructure, devices and peripherals, data storage and backup, networking and unified communications, security, software, and systems and data center, in addition to 5-Star partner programs operated by startups.
Atlassian
Program Name: Atlassian Partner Program
Channel Chief: Mai Doan, Head Of Global Channel, Alliance
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=22
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Over the past year, we integrated Atlassian Intelligence and Rovo into the Atlassian System of Work and aligned specializations and enablement programs to make AI an integral element to each channel program. These updates empower partners to deliver AI-driven solutions, enhancing insight, automation and scalability to drive innovation, productivity and customer success.
Check Point Software Technologies
Partner Program Name: Check Point Partner Program
Channel Chief: Francisco Criado, VP, Worldwide Partner Ecosystem
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=41
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Check Point continues to offer monetizable AI solutions, empowering partners to implement them safely and compliantly. As AI adoption grows, we provide the tools, training and resources needed to capitalize on this high-demand market, helping partners drive growth while meeting evolving customer needs in the AI-driven cybersecurity landscape.
Coro
Partner Program Name: Coro Compass
Channel Chief: Piers Morgan, SVP, GM
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=53
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Over the last 12 months we introduced AI-powered elements in our LMS [learning management system] for partner training, enhancing their ability to understand and position AI-driven cybersecurity solutions. Phase II of our plan will further integrate AI tools and resources to support partners in selling and delivering innovative solutions to the SMB market.
Eaton
Program Name: Eaton PowerAdvantage Partner Program
Channel Chief: Steve Loeb, VP, Marketing, D-IT Division
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=82
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Over the past 12 months, our partner program has evolved to support resellers and MSPs who are experiencing growth in demand due to AI. We have introduced specialized training and enhanced AI-focused resources, including comprehensive webinars and detailed guides. These resources ensure our partners are well-equipped to meet the increasing demand for AI technologies.
ESET
Partner Program Name: ESET Partner Connect Program
Channel Chief: Ryan Grant, SVP, Sales, Marketing
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=86
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
We launched AI Advisor, an AI cybersecurity assistant that helps partners to improve cyber understanding—transforming incident response and interactive risk analysis for channel partners and security analysts alike. We also incorporated AI into our sales track, lead generation and renewals programs.
Hewlett Packard Enterprise
Program Name: HPE Partner Ready Vantage
Channel Chief: Simon Ewington, SVP, Worldwide Channel, Partner Ecosystem Sales
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=109
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
HPE has created multiple avenues for partners to support their journey on AI. We started with a pilot initiative to assess their AI readiness capabilities, enable their teams and create plans specific to their business models. Additional initiatives such as joint technical enablement with Nvidia and AI acceleration workshops help them build skill sets and AI practices.
HYCU
Program Name: Global Partner Program
Channel Chief: Chris Nelson, VP, Global Sales, Business Development
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=114
program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
We have added an AI partner track component to support our partners that leverage AI for their existing business. In addition, through our Generative AI Initiative that includes Anthropic’s AI assistant Claude with HYCU’s R-Cloud data protection platform, we are helping to redefine the development process of data protection integrations and creating an easy-to-use way to create SaaS integrations for certified partners.
IBM
Program Name: IBM Partner Plus
Channel Chief: Kate Woolley, GM, IBM Ecosystem
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=115
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Partner Plus supported partners infusing AI into their solutions through our embeddable AI capabilities, building AI Centers of Excellence through our new Service track, and selling watsonx-powered solutions through marketplaces. We introduced more skilling to provide a competitive AI edge and equipped partners with technology that incorporates comprehensive governance measures.
Ingram Micro
Program Name: Trust X Alliance
Channel Chief: Bill Brandel, SVP, Chief Country Executive, U.S.
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=121
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
AI is integrated into the Ingram Micro Xvantage platform. It works with our team to create and capture more value for our partners. Example: Real-time recommendations and business insight. With SMB and TXA [Trust X Alliance] together as one powerhouse community in 2025, the membership’s knowledge and experience around AI are more expansive. Ingram Micro’s AI portfolio and resources continue to grow, and we offer business and technical training, as well as knowledge-sharing sessions for TXA members.
Intel
Program Name: Intel Partner Alliance
Channel Chief: Dave Guzzi, VP, Global Partners
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=123
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
With Intel’s mission to bring AI everywhere (from edge to cloud, hardware through software), our Intel Partner Alliance puts great strategic focus on AI-focused partner enablement and benefits in everything we do. Additionally, our AI Accelerator Initiative remained strategically focused on delivering enhanced benefits to our partners who are building, developing, and deploying AI-based solutions—with continued extra focus on AI ISVs.
Intermedia Cloud Communications
Program Name: Intermedia Champions
Channel Chief: Jonathan McCormick, COO, Head Of Sales
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=124
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
We’ve integrated SPARK AI into our communications platform, equipping partners with tools like real-time insight and intelligent analytics. Enhanced training, updated marketing collateral and AI-driven features help partners address customer needs, streamline operations and generate new revenue streams, positioning them for success in an increasingly AI-focused market.
Microsoft
Program Name: Microsoft AI Cloud Partner Program
Channel Chief: Nicole Dezen, Chief Partner Officer
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=145
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Microsoft’s partner program integrated AI through specialized designations, expanded Azure OpenAI and Copilot resources, and enhanced co-sell opportunities. Partners now access tailored AI training, certifications and marketplace tools, enabling them to build, market and sell transformative AI solutions, driving innovation and success across industries.
New Relic
Program Name: New Relic Partner Program
Channel Chief: Larissa Crandall, Channel Chief, Global Channels, Alliances Leader
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=153
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
We have added specialized tracks within our certification program to ensure that partner sellers and the technical teams know how to sell and position AI solutions. This is a change in the program as we didn’t have specialized training—prior it was only on the overall solution.
Oracle NetSuite
Program Name: NetSuite Solution Provider Program
Channel Chief: Craig West, Group VP, Channel Sales
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=165
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Launched new training offerings and sales tools to ensure partners can help current and future customers benefit from our expanded product portfolio with further AI capabilities embedded within NetSuite. Introduced NetSuite Advanced Customer Support (ACS) AI Playbook to help customers and partners quickly deploy new AI-powered capabilities.
Pax8
Program Name: Pax8 Voyager Alliance
Channel Chief: Rob Rae, Corporate VP, Community, Ecosystems
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=169
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Pax8 encourages increased adoption of new technologies, resulting in increased consumption via the Pax8 Marketplace to unlock more program benefits. The addition of AI to our vendor portfolio, most notably, Microsoft Copilot, has been met with increased demand for enablement and services, which are offered as part of Voyager Alliance.
Qlik
Program Name: Qlik Partner Program
Channel Chief: Susie LeMay, Sr. Director, Channel Sales, North America
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=174
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Signed a Strategic Collaboration Agreement (SCA) with AWS, providing access to co-build, co-sell and co-market joint solutions focused on Move-to-Cloud, SAP Data Analysis and GenAI. And launched AI products to incorporate into partners’ customer solutions (Qlik Answers, AI-Powered Analytics and Trust Score for Data) that’s used to power AI solutions.
RingCentral
Program Name: RingCentral Reach
Channel Chief: Zane Long, SVP, Global Partner Sales
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=184
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
As RingCentral’s product offerings have evolved to include more AI capabilities, so too has our partner program. In the past year we expanded our SPIFFs to offer a higher multiplier for partners who sell AI solutions alongside our cloud communications platform, adding value for both partners and customers.
Riverbed
Program Name: Riverbed ONE
Channel Chief: Alex Thurber, SVP, Global Sales, Alliances
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=185
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Riverbed is in its second generation of AI-powered unified observability solutions. We have focused on enablement for our key partners on the technology and the business value they provide to our mutual customers.
ServiceNow
Program Name: ServiceNow Partner Program
Channel Chief: Erica Volini, SVP, Global Partnerships, Channels
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=198
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
We offer training, demo instances and incentives. New and dedicated resources to support partners building AI practices [include a] partner marketing campaign.
TD Synnex
Program Name: Advanced Solutions
Channel Chief: Jessica McDowell, SVP, Marketing
Partner Program Details: https://www.crn.com/partner-program-guide/ppg2025-details?c=219
How has your partner program changed over the last 12 months to incorporate or support the selling of AI solutions by your channel partners?
Our Data/AI solution track targets reseller partners that contract in this technology segment through educational workshops, integrated solution campaigns and specialized sales training. Additionally, we offer an a la carte Data/AI custom campaigns to our reseller partners.
