Zoom claims partner model will 'continue to mature' following programme launch

The video conferencing company has outlined how the new global programme will be of benefit to partners

Zoom's EMEA head of channel has said that its partnership model will continue to mature following the launch of the video conferencing company's new Zoom Up Partner Programme.

Dion Smith outlined how the new tiered global scheme will be of benefit to partners during an EMEA strategy briefing on Thursday.

The programme, which was launched in March, is split into three competencies: Volume; Phone; and Customer Success.

It will reorganise its 8,000-strong partner base via three tiers according to their investment in Zoom: Enrolled; Sales; and Performance.

Smith said Zoom Up provides a framework now for its existing partners "in addition to the new partner ecosystem we're building to gain deeper skills on our Zoom platform".

Smith said the launch of the global programme is a "fantastic framework", adding that it will provide a "incentivised model for them [partners] to grow with Zoom".

Zoom is a relative newcomer for the channel and rose in popularity during the pandemic, with the company now reaching over £4bn in annualised revenue.

But it's partner model was marked down by partners in the channel and margin-related categories in CRN's recent Vendor Report.

The EMEA channel head said that the Zoom Up Programme represents how its engagement with partners has evolved from fulfilling demand to being "very deliberate in design" in terms of incentives and rewards.

He added: "It's fair to say that originally our partner ecosystem started more from demand than deliberate design. And over these last 12 months, we've moved to a very deliberate design of what that ecosystem needs to be for our platform.

"The launch of our very first global programme Zoom Up is a fantastic framework that provides new tiering and incentives for partners to lean in the different areas. But that's our first generation of that Zoom Up programme and, as the market will observe over the coming months and quarters, you'll see us continue to mature that model."

Smith added that Zoom spends "a lot of time listening to partners", adding: "I've personally spent a lot of time listening and learning to understand how we can adapt and mature. So, the voice of the partner is absolutely central.

"We'll continue to take that to adjust ourselves to make sure that we're not just easy to do business with but ultimately delivering the best UCaaS channel in EMEA."

Smith also spoke about Zoom phone, which was built for the cloud on a single communication architecture and allows users to make secure voice calls.

He said he was "so excited" about the product, saying that demand on the market is "so high".

Smith added: "There is a certain journey that some partners like to take to, to move into their clients. And that normally begins with phones.

"As I sit here, just stepping away from a forum in Hamburg, all of the talk I'm hearing from the partners with me today is enablement, to have the competencies on Zoom phone, so they can go on and sell it."