Zoom Up Partner Program Evolves As Videoconferencing Giant Undergoes Channel-First Transformation

'Traditionally, we have sold services in a direct model, and we're moving to an indirect model,' Zoom's global head of channels, Nick Todd, tells CRN on the latest version of the Zoom Up partner program. The channel veteran promised the revamped program would be 'the first of many' partner announcements this year from Zoom.

Zoom Video Communications is evolving its partner program with ambitious plans to transform into a partner-first company, according to Nick Tidd, head of global channel go-to-market for Zoom.

Tidd, who joined Zoom in September to lead global channels, has been building out his prescriptive plan for revenue growth through the channel and with that comes a programmatic approach to partner enablement. The longtime channel leader is now ready to launch the next evolution of the Zoom Up Partner Program: The Zoom Up Services Program.

The latest iteration of Zoom Up will reward partners based on their investment and skill sets and will arm partners with specialized enablement and training via three partner service models, including Reseller or Referral, Certified Services, and Partner-Delivered Programs, the videoconferencing giant

said.

Tidd's strategy aims to boost enterprise revenue generated by the channel from its current 30 percent to 50 percent by the end of Zoom's FY26, which began on February 1.

"Translation: those [partners] that have invested will be recognized accordingly and will be able to differentiate themselves as they take the Zoom offers to market, but [the program] will not discriminate for those that are purely in a resale model," Tidd told CRN. "Traditionally, we have sold services in a direct model, and we're moving to an indirect model."

Via the Reseller or Referral model, any Zoom Up Partner can continue to resell or refer Zoom-branded services. The next level, the Certified Services model, lets partners deliver their branded services to customers, endorsed by Zoom. This model is available to all qualifying partners that complete the necessary accreditations and training. Finally, Partner-Delivered Programs will let partners deliver differentiated and advanced post-sales services to customers in partnership with Zoom. The latter model is available to Certified Partners who meet partner proficiency standards and capability, resource, scale and performance commitments, according to San Jose, California-based Zoom.

"Our goal as a company is to have services filled through the channel, globally," Tidd said.

While more modules will be rolled out throughout the year, the program will start with Zoom's customer experience offerings, Workplace offerings, and Zoom Phone.

"Programmatically under the Zoom Up umbrella, we're enabling partners for the delivery of services, both their brand and our brand. This provides a new revenue stream to our partners. This enables them to have a skill set within the product portfolio and uplevel themselves and create a differentiated offering within our community," he said. "This allows the partner to invest at their pace, with their skill set."

The first phase of the Zoom Up Services Program is now live globally with early adopters. It will be expanded through a phased roll-out throughout FY26.

"This is the first of many announcements over the course of the next 12 months," Tidd said.

Tidd came to Zoom from HP’s global partner organization, which he joined after the company acquired Poly in 2022. Tidd was a channel leader for Poly for more than 14 years and helped oversee the successful integration of HP and Poly from a channel perspective.

Tidd emphasized the importance of making it easier to do business with Zoom and enabling partners to scale. His mandate upon joining the company was to build a channel-first strategy for Zoom, he said.

In fact, Zoom Founder and CEO Eric Yuan said in CRN's CEO Outlook 2025 that his company will continue to evolve the core Zoom Up Partner Program to make it more powerful and provide greater value exchange across all partner types.

"The key to success for our partners will continue to be centered on simplicity and ease of doing business. At Zoom, we are dedicated to empowering our channel partners with innovative solutions, comprehensive resources, and tailored training to support their success so they can grow alongside Zoom. Recognizing the vital role our partners play in Zoom's mutual success, we are transforming our systems and tools to streamline quoting and ordering, making it much more efficient and simple to do business with Zoom. This will dramatically improve Zoom's SLAs and make it easier for partners to manage deals with Zoom," Yuan said in his response.

The Zoom Up Partner Program was first unveiled in 2022.