Gluware Launches Partner Program For Resellers Targeting Network Automation Opportunities

‘With the program they now have in place and what they’re doing with partners is really going to enhance our capabilities from the services perspective. [Gluware] gets the partner ecosystem and they understand the importance of partners. Not a lot of [vendors] bring partners into deals anymore,’ an executive from Gluware partner Advizex tells CRN.

Network automation specialist Gluware is going all-in on the channel with a revamped partner program.

The Accelerate Partner Program, launched on Wednesday, is aimed at partners that want to capitalize on the growing demand for network automation while adding another recurring revenue stream, Colin Henry, vice president of channel sales at Gluware told CRN.

Henry said that the new program marks a new level of “maturity” in Gluware’s channel strategy as the company shifts from being a channel fulfillment company, to a channel-first business.

“The relationships that partners help get us in front of the right people faster, and they bring services that drive quicker adoption. This is being seen as a key driver to the hyper growth that we’re seeing in the organization,” he said.

[Related: The 10 Hottest Networking Products Of 2022]

Gluware’s network automation offerings can work in a multi-vendor environment and complement many third-party network management products, including Cisco’s popular DNA Center, Henry said.

“What we’re seeing from a channel perspective is there are definitely a lot of vendors in the network observability space that do some of the audit side, or that visibility of the network, but there’s not really a pure play competitor to Gluware that has the ability to do remediation,” he said.

It’s the added benefit of not worrying about scripting to enable remediation and giving partners back that time to handle strategic integrations is what’s driving interest with partners, Henry said.

“Having that business conversation about what we solve, rather than focusing on the tech, that’s where we see our partners are able to move deals faster,” he added.

Resellers in the Accelerate Partner Program can launch new revenue streams through Gluware’s low-code/no-code network automation. Glueware’s services are suited for partners who service highly regulated enterprises, distributed workforces, those prone to network outages due to manual error and configuration drift, and those facing network complexity due to mergers, acquisitions and consolidation, according to the Sacramento, Calif.-based company.

The new program will mean much faster time to market for automation opportunities for channel partners, according to C.R. Howdyshell, president of solution provider Advizex, a Gluware partner.

Independence, Ohio-based Advizex is serving many enterprise customers that are trying to do more with less and are strapped for IT resources. Gluware’s services can inject new efficiencies from an automation perspective into the networking environment, while saving customers money, Howdyshell said.

Advizex, which also partners with HPE, is aggressively building out its as-a-service portfolio and is seeing a lot of traction with partners. Gluware comes in as another ARR add-on with customers, something of a monitoring-as-a-service offering, Howdyshell said.

“With the program they now have in place and what they’re doing with partners is really going to enhance our capabilities from the services perspective,” he said. “[Gluware] gets the partner ecosystem and they understand the importance of partners. Not a lot of [vendors] bring partners into deals anymore.”

Gluware’s Accelerate Partner Program offers simplified deal registration, sales incentives, co-selling opportunities, training, go-to-market support and joint-marketing. The company also introduced the Gluware Accelerate Partner Portal, which gives partners a hub of sales tools, product information and performance metrics. These features give new and existing partners easier access to high-margin opportunities for recurring revenue, professional services and incremental deal registration, according to Gluware’s Henry.

The new program offers three tiers: Authorized, Premier, and Premier Plus which rewards partners for their overall engagement with Gluware, the company said. Premier Plus partners also gain access to Gluware Lab, the company’s Integrated Development Environment that empowers partners to create customized services for their customers.

Gluware also goes to market through its distribution channel. The company revealed a partnership with Ingram Micro in 2022 and is now a part of the distributor’s Emerging Business Group.