2023 Partner Program Guide: This Year’s Goals For 5-Star Vendor Programs
As part of the Partner Program Guide evaluation, IT vendors were asked what they considered to be the top goals for their partner programs in 2023. Here’s what 25 had to say.
Goal-Oriented
The IT industry and the channel are constantly – and rapidly – evolving. That means the partner programs operated by IT vendors must constantly be evolving as well. For solution providers, knowing and understanding the channel plans and goals the IT vendors they work with have for the year ahead is key.
That’s why as part of the 2023 CRN Partner Program Guide we asked IT companies the question: What goals are you setting for your partner program in 2023?
In the following slides we provide the answers that 25 of the more than 300 IT vendors who submitted applications for this year’s Partner Program Guide provided to that question.
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. Details of every vendor’s partner program can be found here.
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.
Accedian
Program Name: Skylight 4X Partner Program
Year Program Established: 2018
Channel Chief: Sergio Bea, VP, Global Enterprise & Channel Sales
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=5
What goals are you setting for your partner program in 2023?
Accedian is focused on continuing year-over-year growth from its partner channel and an increased average deal size. It is planning full enablement of the MSP partner business and delivering at least 25 integrated solutions with MSP partners.
Alteryx
Program Name: Alteryx Partner Program
Year Program Established: 2022
Channel Chief: Barb Huelskamp, SVP, Global Partners & Alliances
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=13
What goals are you setting for your partner program in 2023?
Alteryx aims to introduce new growth-based incentives and a new customer renewal framework as well as recognize partners providing value in a single opportunity. It is attracting larger global partners and investing in activating them.
Cisco Systems
Program Name: The Cisco Partner Program
Year Program Established: 2020
Channel Chief: Oliver Tuszik, SVP, Global Partner and Routes to Market Sales
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=51
What goals are you setting for your partner program in 2023?
Cisco’s priorities are to evolve the partner program to align specializations to the value partners deliver, focus on customer life-cycle practices and as-a-service solutions, and simplify processes.
Cymulate
Program Name: Cymulate Global Partner Program
Year Program Established: 2019
Channel Chief: Maria Mastakas, COO
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=72
What goals are you setting for your partner program in 2023?
Cymulate’s program goals are aligned to its partner commitment. The top channel goals this year include the launch of a new channel partner program and increasing the [number] of net-new accounts coming through partners.
Exabeam
Program Name: Exabeam Partner Program
Year Program Established: 2015
Channel Chief: Ted Plumis, VP, Channels, Business and Corporate Development
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=88
What goals are you setting for your partner program in 2023?
Exabeam’s goal for its partner program is to roll out more specializations for partners (sales certification by product family, services, managed services) and to include these specializations in program tiering qualifications.
Fastly
Program Name: Fastly Global Partner Network
Year Program Established: 2022
Channel Chief: Emily Friedberg, Group VP, Global Partnerships
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=94
What goals are you setting for your partner program in 2023?
Fastly will be launching a brand-new partner program utilizing a familiar tiered structure, making the program more flexible, profitable and accessible. This will also include a new partner portal with deal registration and co-brandable assets.
GitLab
Program Name: GitLab Partner Program
Year Program Established: 2020
Channel Chief: David Helfer, Interim VP, Global Channel Sales
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=105
What goals are you setting for your partner program in 2023?
GitLab will increase the investment, collaboration and support for Select partners and drive greater sales collaboration between those partners and the sales teams globally. It also will be launching a Managed Services Partner Program.
HashiCorp
Program Name: HashiCorp Partner Network
Year Program Established: 2017
Channel Chief: Leon Jones, VP, Worldwide Partner Ecosystem
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=110
What goals are you setting for your partner program in 2023?
HashiCorp’s goals include enhancing investments and rewards to partners for influencing customer acquisition, adoption and retention through new competency programs and advisory services training.
HP Inc.
Program Name: HP Amplify Partner Program
Year Program Established: 2020
Channel Chief: Kobi Elbaz, General Manager, Global Channel Organization
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=114
What goals are you setting for your partner program in 2023?
HP is focused on increasing profitability and collaboration in portfolio growth areas and driving simplification in the core partner program experience. It also is continuing to expand the Amplify Impact sustainability program with partners.
HYCU
Program Name: Global Partner PACE Program
Year Program Established: 2020
Channel Chief: Bogdan Viher, Head of Worldwide Channels
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=116
What goals are you setting for your partner program in 2023?
HYCU will add new automation, certification and enablement tools, enhance the MDF program, and add self-service marketing kits and a performance dashboard—all of which will help partners better engage, market and measure success.
Liquidware
Program Name: Liquidware Channel Program
Year Program Established: 2009
Channel Chief: Anthony Keller, Director of U.S. Channels
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=152
What goals are you setting for your partner program in 2023?
Liquidware aims to increase the percentage of revenue that comes from partner deal registrations to 75 percent of all revenue. The company also plans to sign up 20 net-new partners this year.
Malwarebytes
Program Name: Malwarebytes Partner Program
Year Program Established: 2008
Channel Chief: Brian Thomas, VP, Worldwide MSP & Channel Programs
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=159
What goals are you setting for your partner program in 2023?
Malwarebytes will launch new sales and technical certifications, enhance its MDF program, and restructure partner tiers and benefits. It aims to help partners understand its products and the broader threat landscape.
Mitel
Program Name: Mitel Global Partner Program
Year Program Established: 2018
Channel Chief: Daren Finney, SVP, Global Sales
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=164
What goals are you setting for your partner program in 2023?
Mitel will be providing partners with new resources to support customer life-cycle management activities. These include enhanced business and account planning templates, new performance dashboards and expanded vertical specializations.
NetApp
Program Name: NetApp Unified Partner Program
Year Program Established: 2002
Channel Chief: Jenni Flinders, SVP, Worldwide Partner Organization
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=170
What goals are you setting for your partner program in 2023?
NetApp’s goal is to launch its cloud-focused, services-led partner program, NetApp Partner Sphere, which will consolidate multiple programs into one that centers on enabling partners by aligning to its solution competencies.
Nvidia
Program Name: Nvidia Partner Network
Year Program Established: 2014
Channel Chief: Alvin Da Costa, VP, Worldwide Partner Organization
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=185
What goals are you setting for your partner program in 2023?
Nvidia plans to introduce software competencies into the Nvidia Partner Network Program, launch a Cloud Service Provider Partner Program, and enhance its cloud offerings.
Oracle NetSuite
Program Name: NetSuite Solution Provider Program
Year Program Established: 2002
Channel Chief: Craig West, Group VP, Channel Sales & Alliances
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=194
What goals are you setting for your partner program in 2023?
Oracle NetSuite aims to increase the number of trained NetSuite consultants and sales professionals by utilizing new programs like SuiteLife Campus, existing programs for more seasoned professionals, and a new program that will launch this year.
Palo Alto Networks
Program Name: NextWave Partner Program
Year Program Established: 2011
Channel Chief: Tom Evans, VP, Worldwide Channel Sales
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=196
What goals are you setting for your partner program in 2023?
Palo Alto Networks will be rolling out a series of comprehensive NextWave enhancements this year. The goal is to provide partners with a blueprint for success that enhances profitability, enables differentiation and expands opportunities.
Red Hat
Program Name: Red Hat Partner Connect
Year Program Established: 2006
Channel Chief: Stefanie Chiras, SVP, Partner Ecosystem Success
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=217
What goals are you setting for your partner program in 2023?
Red Hat will continue to focus investments on deeper training and certification opportunities for partners in application development and hybrid cloud as well as product offerings through hyperscaler marketplaces.
SAP
Program Name: SAP PartnerEdge
Year Program Established: 2005
Channel Chief: Karl Fahrbach, Chief Partner Officer
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=227
What goals are you setting for your partner program in 2023?
SAP will continue evolving the new Partner Competency Framework. It also will educate customers on competency and specialization designations so they can choose the right partner for their cloud projects and drive partner profitability.
Schneider Electric
Program Name: mySchneider Contractor Program
Year Program Established: 2019
Channel Chief: Natalie Block, Global Contractor Channel Director
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=231
What goals are you setting for your partner program in 2023?
Schneider Electric recognizes the importance of sustainability and is positioned to provide partners with the support they need to make this journey successful. Its goal is to help partners increase their profitability and generate recurring revenue.
Software AG
Program Name: PartnerConnect Program
Year Program Established: 2020
Channel Chief: Jason Johns, SVP, Global Alliances and Channels
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=253
What goals are you setting for your partner program in 2023?
Software AG will launch a new global systems integrator program and deliver live classroom training sessions in key cities, increasing partner enablement and engagement.
Trend Micro
Program Name: Trend Micro Partner Program
Year Program Established: 1990
Channel Chief: Louise McEvoy, VP, Channel, U.S.
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=283
What goals are you setting for your partner program in 2023?
Trend Micro is enabling all VARs as AWS CPPO or Microsoft co-sell partners, ensuring that partners whose customers purchase on [cloud] marketplaces are retaining their end customers. It also is providing partners with lucrative incentives and funding.
Xcitium
Program Name: Xcitium Accelerator Partner Program
Year Program Established: 2022
Channel Chief: Rich Scott, CRO
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=304
What goals are you setting for your partner program in 2023?
Xcitium is building a points-earned reward-based program for tier-two partners. Points are based on achieving accreditations, leads generated from joint marketing activity and portal usage.
Zscaler
Program Name: Zscaler Summit Partner Program
Year Program Established: 2020
Channel Chief: Todd Meister, SVP, Global Partners & Alliances
Partner Program Details: /partner-program-guide/ppg2023-details.htm?c=310
What goals are you setting for your partner program in 2023?
Zscaler will support and invest across the customer life cycle and reward partners that provide ongoing customer engagement. It aims to keep partners profitable and engaged throughout the emergence of cloud marketplaces.