TITUS has been successful selling to very large enterprises, but as their skillset becomes even more relevant to the broader data protection market, they are broadening their go-to-market strategy with an expanded system of both strategic technology and reseller partners, with the goal of a 100 per cent channel business.
Sectigo has been expanding its channel to both increase the amount of business it does, and to broaden it out beyond its historic base in carriers and MSPs. That has included a new channel program, and a focused strategy to make partners successful.
CrowdStrike has also announced the CrowdStrike Store, which is very similar to the Salesforce AppExchange, and also extended to broaden their routes to market.
Siemplify has moved to a model that directs all new business through partners, and will support them with a new single tier program that has a high emphasis on partner enablement and a commitment to protect partner profitability through margin transparency as well as deal registration.
Kaspersky Lab says the market is moving decisively away from transactional sales, so they are changing their channel program to meet this new reality.
Information Builders is looking to expand beyond the enterprise by engaging more closely with their partners, rather than with the transactional model they used before, and have designed their first partner program to achieve this.
The new channel program is much deeper and more fully built out than the original one designed when the company spun out of Juniper, as Pulse Secure wants its program to enable more committed and better trained partners – as well as reduced numbers of them.
Segment’s area – they route first party customer data to hundreds of different tools to better integrate it and amplify its effectiveness – is relatively new, but they are already seeing a lot of interest from elements of the channel.
Boomi has revamped their program for ISVs, integrators and other developers, to encourage them to build more solutions on top of and connecting to Boomi, and to validate it on third party software. They also want partners to work with the whole Boomi stack, not just its original integration functionality.
BlackBerry’s recent Partner Summit had clear objectives of articulating the company’s vision around their new Spark platform to partners, together with both the technology roadmap and the sales strategy around it. They also wanted to introduce the new sales leadership in Canada to partners.
D3, which has been in business since 2002, has always had channel partners, but has decided to get more systematic about recruiting and training them. They have hired Peter Marini as their first channel leader, and launched their first channel program.
The new Cyber Recovery software is an orchestration add-on to Data Domain software, and is offered at no cost with it. While the main interest is from the high end of the customer pyramid, Dell EMC expects there will be a significant channel play.
The new tracks – the last of those likely for specific types of partners – were announced at this event, and will go live at next year’s Global Partner Summit. Other channel changes include some enhancements to the certification process.
The Intermedia messaging to the channel at this year’s CompTIA ChannelCon event emphasized the UCaaS opportunity around their Unite offering which came out in February.
SonicWall has added a direct touch to their midmarket strategy, within the context of their 100 per cent channel go-to-market.
OneLogin, which has been focused more on cloud identity management for SMBs, has gotten more aggressive in the enterprise with the differentiating hybrid capabilities from its introduction of OneLogic Access earlier this year.
The new program significantly improves partner enablement, while looking to double down with key go-to-market partners and encourage joint solutions with SnapLogic Technology Partners. SnapLogic also wants to recruit some more partners in Canada.
HYCU brought a rudimentary channel program with them when they spun out of Comtrade Software earlier this year, but now they have essentially remade it, making changes to strongly align with what Nutanix is doing, and adding the kind of features channel partners expect.
The existing strong technical integration between Gigamon and FireEye has been extended to make the joint solution much more turnkey for partners. More enablement and sales tools are being provided, along with new incentives for selling the joint solutions, and new joint integrations for partners are also coming.
While the financial and organizational linkages to Quest since it and SonicWall were spun together out of Dell in November 2016 were not at the level of a distraction, the removal of their final elements will benefit the company going forward.
