8x8 updates partner programme to 'accelerate growth with partners'

CRN speaks to regional VP EMEA channel sales at 8x8 to find out all about its revamped partner programme

8x8 is launching today its newly revamped partner programme, Elevate 3.0, which features a new tier system making partners by the revenue they bring to the business, their certifications and customer satisfaction scores.

While the revenue thresholds for each tier remain the same for FY25, Emily Masterton regional VP EMEA channel sales at 8x8 tells CRN that this year the vendor have split go-to-market models into two: The resell model where the partner buys licenses and provides support and the agency, where we contract directly with the customer, and the partner earns commissions.

The certification paths differ for each model to align with their roles.

Masterton says in FY25 8x8 is really focused on accelerating growth with partners and fostering customer trust.

"We've added robust marketing support, including a marketing-as-a-service offering for partners without in-house teams. Our sales and technical enablement are free, taking partners through different levels from the ground up," she shares enthusiastically.

"We've also incorporated our technology partner ecosystem, allowing partners to work with solutions that integrate with our core platform."

She explains that the new programme does not require partners to sign new contracts.

"They should continue engaging with certifications, enablement tracks, and their dedicated channel account manager to build joint business and marketing plans. Hitting targets will move them up the tiers."

Funding marketing for partners

Carrying over from the previous partner programme, Elevate 3.0 also features a marketing development fund (MDF) which Masterton describes as a way of collaboratively build marketing plans with partners, focusing on ROI.

"With higher-tier partners with dedicated marketing resources, we'll co-develop detailed plans for campaigns, events, and more.

"For partners without in-house marketing, we offer marketing-as-a-service to package everything for them.

When asked about the potential funding partners can receive, she said that rather than specifying a set amount, 8x8 will evaluate the potential ROI for each partner and opportunity.

The MDF will be open to all partners, but higher-tier partners will be the primary beneficiaries, as we've historically provided MDF to them. However, we'll consider requests from other partners on a case-by-case basis if it can accelerate their growth.

Masterton adds that partners around the world have already been contacted about the updates and feedback so far has been positive.