Here’s What You’re Missing: Channel Program Offerings IT Vendors Wish More Partners Took Advantage Of
As part of the CRN 2023 Partner Program Guide questionnaire, we asked IT vendors what element of their partner program they wished more partners took advantage of and what benefits partners are leaving on the table. Here’s what 25 had to say.
Unclaimed Benefits
One thing that’s clear from the CRN 2023 Partner Program Guide: IT vendors have a lot to offer their channel partners in terms of incentives, financial assistance, technical training, marketing resources and expertise, and a whole lot more.
And yet for whatever reason, solution providers don’t always take full advantage of what these programs have to offer. And that leaves channel chiefs throughout the industry scratching their head.
In this year’s Partner Program Guide questionnaire, we asked IT companies this question: What element of your partner program do you wish more partners took advantage of and what are its benefits?
We included the answers for all 300-plus companies as part of their 2023 Partner Program Guide profiles. In the following slides we highlight the answers from 25 leading IT companies that provide a good cross-section of the responses we received.
The CRN 2023 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 – more than 300 this year – outlining all aspects of their partner programs.
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 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 distributors and emerging vendors.
8x8
Program Name: 8x8 Elevate Partner Program
Year Program Established: 2022
Channel Chief: Lisa Del Real, Global Channel Chief
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Training and certification. Certified partners earn 3.3x higher MRR compared to non-certified partners. And 8x8 offers training and certifications at no cost to partners. Partners with technical resources can really differentiate themselves and drive additional revenue streams for their business through 8x8’s no-cost deployment certification track.
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=2
Acumatica
Program Name: Acumatica Partner Program
Year Program Established: 2010
Channel Chief: CJ Boguszewski, VP Partner Programs
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Our Referral Program. By leveraging this program, services partners are able to refer new leads back to authorized Acumatica VARs, thereby supporting our channel ecosystem in growing their respective customer bases and bringing in net-new [customers] to the ecosystem business.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=8
Axcient
Program Name: Axcient Partner Program
Year Program Established: 2018
Channel Chief: Tim Sheahan, SVP, Global Sales, Channel Chief
What element of your partner program do you wish more partners took advantage of and what are its benefits?
We consistently hear that MSPs want to build out their marketing and sales proficiency and the Axcient Marketing Portal was custom-built to do that. The AMP offers value to any partner, from MDF to automated marketing campaigns and custom campaign development.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=31
Bitdefender
Program Name: Bitdefender Partner Advantage Network Program
Year Program Established: 2011
Channel Chief: Emilio Roman, SVP, Global Sales & Channels
What element of your partner program do you wish more partners took advantage of and what are its benefits?
We offer our partners worldwide a marketing automation tool fully integrated with our portal that helps them manage their entire marketing funnel. In addition, it offers our partners 360-marketing support and programs: Thus, we further encourage them to make the most of it.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=38
Cohesity
Program Name: Cohesity Partner Program
Year Program Established: 2017
Channel Chief: Dan Monahan, VP, Americas Channel Sales
What element of your partner program do you wish more partners took advantage of and what are its benefits?
We would like to see our partners take full advantage of our program benefits including enablement through our PS Authorization Engagement Desk and earnings potential by achieving stackable incentive payouts for deal registration, which target net-new customers, net-new account acquisition, and for selling Cohesity Cloud Solutions and SmartFiles.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=57
CyberArk
Program Name: CyberArk Partner Program (CPP)
Year Program Established: 2005
Channel Chief: Chris Moore, SVP, Global Channels
What element of your partner program do you wish more partners took advantage of and what are its benefits?
One of the best ways to increase sales and services is the referral offering within the CyberArk Partner Program. Participating allows the partners to better address their customers’ business challenges as they work to expand their CyberArk practices beyond traditional resell of privilege and into the broader Identity Security platform.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=70
Cymulate
Program Name: Cymulate Global Partner Program
Year Program Established: 2019
Channel Chief: Maria Mastakas, COO
What element of your partner program do you wish more partners took advantage of and what are its benefits?
The Cymulate Security Validation Program provides our channel partners with a unique discovery tool to identify additional revenue in their existing customers and to drive further conversations with net-new customers/prospects. Cymulate’s program benefits are invaluable – partners become trusted advisors with their customers’ cybersecurity posture while uncovering further sales opportunities.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=72
Delinea
Program Name: Delinea Partner Program
Year Program Established: 2015
Channel Chief: Tim Puccio, SVP, Channel & Alliances
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Historically our rebate program is under-utilized due to reluctance of partners to commit PAM [Privileged Access Management] revenue targets over other larger bellwether solutions (Microsoft, Cisco, Palo Alto Networks, Splunk, etc.). Delinea will continue to offer lucrative rebate incentives to committed partnerships. Early endorsers should benefit greatly given the demand for PAM solutions.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=79
Dell Technologies
Program Name: Dell Technologies Partner Program
Year Program Established: 2017
Channel Chief: Rola Dagher, Global Channel Chief
What element of your partner program do you wish more partners took advantage of and what are its benefits?
We’ve committed to taking a transparent approach to our ESG [Environmental, Social and Governance) efforts. With partners, we can act today to deliver a better tomorrow. Partners have the opportunity to work with us, leveraging Dell-provided ESG campaign collateral and MDF. This year we [also] announced a new 7 percent rebate for Asset Recovery Services.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=80
Dynabook Americas
Program Name: Dyanbook Partner Program
Year Program Established: 1985
Channel Chief: James Robbins, General Manager
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Our Demo Program is underutilized. We allow partners to purchase up to three units at a discounted rate so they can give their customers the ability to test-drive our industry-leading laptops to ensure the Portege, Tecra and Satellite Pro are the right fit for their customers.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=84
GitLab
Program Name: GitLab Partner Program
Year Program Established: 2020
Channel Chief: David Helfer, Interim VP, Global Channel Sales
What element of your partner program do you wish more partners took advantage of and what are its benefits?
GitLab offers a services-attach incentive for partners that deliver their own services (pre-sales assessments, implementation, adoption, optimization) to GitLab customers. Customers that purchase services grow significantly faster than those that don’t. Partners can earn rebates for those services and can create visibility for GitLab field teams on partners’ capabilities.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=105
Google Cloud
Program Name: Google Cloud Partner Advantage
Year Program Established: 2019
Channel Chief: Kevin Ichhpurani, VP, Global Partner Ecosystem & Channels
What element of your partner program do you wish more partners took advantage of and what are its benefits?
We encourage our partners to leverage our Net Promoter Score and Delivery Readiness Index resources to assess their capabilities and identify gaps that could impact growth. Our Delivery Readiness Index goes beyond Google certifications to make sure partners have the expertise and real-world experience needed to deliver with excellence.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=107
HP Inc.
Program Name: HP Amplify Partner Program
Year Program Established: 2020
Channel Chief: Kobi Elbaz, General Manager, Global Channel Organization
What element of your partner program do you wish more partners took advantage of and what are its benefits?
HP would like Power and Power Services partners to leverage HP Amplify Data Insights to enhance the customer buying journey and strengthen long-term strategies with descriptive, predictive, prescriptive information. We also encourage partners to sign the Amplify Impact Pledge and leverage the robust assets available to further sustainable impact efforts.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=114
IGEL
Program Name: IGEL Velocity
Year Program Established: 2021
Channel Chief: Phil Eden, VP, Channel Sales, North America
What element of your partner program do you wish more partners took advantage of and what are its benefits?
On-demand marketing campaigns in a box. These are activities with proven ROI that are designed to drive synergies between partner sales teams and the IGEL sales team to uncover net-new opportunities.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=120
Intermedia Cloud Communications
Program Name: Intermedia Champions
Year Program Established: 2006
Channel Chief: Jonathan McCormick, COO and Head of Sales
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Our reseller track. As an Intermedia UCaaS/CCaaS reseller, partners retain ownership of the customer relationship. They purchase our solutions wholesale and resell them at a price point they set. In turn, they are now in a position to realize 5x more recurring revenue and build significant value in their business.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=133
Kodak Alaris
Program Name: Kodak Alaris Partner Program
Year Program Established: 2016
Channel Chief: Maia Mosillo, Global Channel Marketing Director
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Website syndication services to ensure partner sites are always up to date and have current Kodak Alaris products and services listed. We’d also love to see 100 percent participation in our campaign kits.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=144
LiveVox
Program Name: ACTivate
Year Program Established: 2021
Channel Chief: Erik Fowler, Chief Revenue Officer and Interim Channel Chief
What element of your partner program do you wish more partners took advantage of and what are its benefits?
We have talented channel marketers who specialize in creating 6-to-12 month marketing/growth plans with our partners based on which tactics will best align with a partner’s goals and bandwidth. Partners seem hesitant to take advantage of this offering, but our team can become an extension of your marketing organization!
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=153
Nextiva
Program Name: Nextiva Partner Program
Year Program Established: 2020
Channel Chief: Olen Scott, Channel Chief
What element of your partner program do you wish more partners took advantage of and what are its benefits?
The Nextiva Partner Teaming Unit (PTU) surrounds each partner with a dedicated team of sales, marketing, and support specialists led by the partner manager who is aligned as the primary business consultant for each Nextiva partner. This PTU enables the Partner to multiply their sales efforts without increasing their OPEX.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=179
Oracle NetSuite
Program Name: NetSuite Solution Provider Program
Year Program Established: 2002
Channel Chief: Craig West, Group VP, Channel Sales & Alliances
What element of your partner program do you wish more partners took advantage of and what are its benefits?
NetSuite has a generous co-op marketing program where we invest in worldwide partners that bring strategic value with market development funds. Partners don’t always take full advantage of this money, and these funds can be helpful in accelerating customer growth.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=194
Red Hat
Program Name: Red Hat Partner Connect
Year Program Established: 2006
Channel Chief: Stefanie Chiras, SVP, Partner Ecosystem Success
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Red Hat training offers hands-on courses for partners to deepen core skills and competencies around open hybrid cloud. Talent acquisition and retention remains a top challenge, so it is critical to nurture and optimize your workforce. Investing in skills growth enables partners to accelerate co-creation and demonstrate validated expertise.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=217
SAP
Program Name: SAP PartnerEdge
Year Program Established: 2005
Channel Chief: Karl Fahrbach, Chief Partner Officer
What element of your partner program do you wish more partners took advantage of and what are its benefits?
For our partners who sell SAP solutions, we want more partners to utilize our Cloud Choice flex model, a go-to-market contracting vehicle in which partners receive commissions throughout different stages of the customer life cycle giving partners a better cash flow position as they are paid upfront.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=227
SentinelOne
Program Name: SentinelOne Channel Program
Year Program Established: 2013
Channel Chief: Ken Marks, VP, Global Channels
What element of your partner program do you wish more partners took advantage of and what are its benefits?
A key component of our go-to-market strategy is regional thought leadership marketing events and turn-key campaigns that discuss industry problems and showcase our variety of solutions. These marketing tactics are to help our partners accelerate revenue growth and realize higher profit margins.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=243
Sophos
Program Name: Sophos Partner Program
Year Program Established: 1985
Channel Chief: Kendra Krause, SVP, Global Channels and Sales Operations
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Sophos offers free of charge technical presales services that enable Sophos partners to close deals faster and more efficiently. The Wireless, RFP, Firewall Sizing or Migration Desks are dedicated to designing wireless implementations and providing partners help with RFPs, product migration support, as well as sizing recommendations for Sophos Firewall.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=256
VMware
Program Name: VMware Partner Connect
Year Program Established: 2020
Channel Chief: Ricky Cooper, VP, Head of Worldwide Partner and Commercial Organization
What element of your partner program do you wish more partners took advantage of and what are its benefits?
Extending intelligent automation value to our customers by strongly incenting upsell, cross-sell and net-new customer acquisition. Driving high ROI marketing engagements with our top-tier customers to extend across the SS&C 20k-plus customer base. Incenting migration to the cloud via our partners expertise and programmatic engagement.
Partner Program Details:Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=299
Xerox
Program Name: Xerox Global Partner Program
Year Program Established: 2015
Channel Chief: Karl Boissonneault, Leader, North America Channels
What element of your partner program do you wish more partners took advantage of and what are its benefits?
We offer incredible digital marketing tools that are free to our partners enabling them to syndicate our portfolio on their website as well as leverage Xerox creative team-developed assets to reach customers in their market through email and social campaigns. These are vastly underutilized and require further promotion.
Partner Program Details: Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=305