These vendors made major updates to their channel programmes in H1
From ESG to services and AI, the first half of the year saw a raft of vendors use improved margins, tiering and certifications to improve the way they work with partners
While channel partners have been making big organisational changes over the course of H1 – from M&A to key hires – vendors have played their part in channel enablement too.
Many have made adjustments to their partner programmes in an effort to boost margins, help partners and end-users adopt their AI features, or assist partners in their sustainability and services journeys.
Below we've rounded up the big channel announcements of H1.
Check Point focuses on deal rate and streamlines partner tiers
Cyber specialist Check Point started the year by announcing a growth-focused channel revamp.
The new partner track aims to boost closure rates, streamline quote processes, and deliver quicker customer responses.
Additionally, a consolidated tiering model was introduced to increase participation at all levels.
Partners can now be classified as advanced, professional, premier, or elite based on business opportunities.
Improved partner incentives for Barracuda resellers
Barracuda Networks launched its new Barracuda Success programme in December, followed by three updates in March:
- Improved global partner compensation models, including new discounts and rebates for top-tier partners.
- Strengthened distribution with redesigned compensation models to support long-term business growth.
- Enhanced partner sales and technical enablement, providing access to new technical certification courses and expanded resources, including the Barracuda Email Threat Scanner.
Juniper banks on AIOps for AI push
In March, Juniper Networks enhanced its Juniper Partner Advantage (JPA) programme, focusing on AI-driven solutions for better reliability, agility, and profitability.
Key features include the Partner Assured designation, Managed Network Provider designation, and New Advisor designation, rewarding partners for influencing customer decisions.
The programme also integrates environmental sustainability and updates go-to-market capabilities with account mapping, GTM concierge services, and the Deal Central dashboard.
Zebra's ESG Push
In April, Zebra Technologies launched a new sustainability partner recognition programme to acknowledge partners implementing its solutions for sustainable outcomes.
Open to all Zebra PartnerConnect hardware and ISV partners globally, the programme aims to help customers find credible partners for sustainable solutions.
Retail platform Too Good To Go, which enables users to pick up food that would go to waste at a significant discount, was the first to qualify as a recognised Zebra sustainability partner.
Logpoint endorses services model
Logpoint announced an MSSP-specific programme and enhancements to its reseller track in April. The MSSP programme offers:
- A starter pack with Logpoint Director, support, training, and ongoing enablement opportunities.
- Flexible commercial models, including subscription assignments and consumption-based pricing.
- Predictable pricing based on nodes, not data volumes.
Enhancements to the reseller programme include:
- A simplified tiering model with Silver and Gold status, offering up to 30 per cent discounts.
- A streamlined deal registration process.
- An extended success plan with improved SLAs and expert support.
HP invests in partner training for AI
In May, HP announced HP Amplify enhancements to support AI growth.
The rollout includes new partner growth opportunities tailored for video collaboration and AI data science.
The HP Future Ready AI MasterClass offers role-based training for sales representatives, account managers, and technical consultants.
The initial pathway, AI Fundamentals, provides self-paced online training and videos covering AI use cases, HP's AI solutions portfolio, and data analytics platform, HP Amplify Data Insights.
8x8 launches new partner tiers
In May, 8x8 reworked its Elevate system, creating partner tiers based on revenue, certifications, and customer satisfaction scores.
The vendor has split go-to-market models into resell and agency. Resell partners buy licenses and provide support, while agency partners earn commissions as 8x8 contracts directly with the customer.
NetApp leverages distribution for channel growth
Most recently, NetApp and TD SYNNEX teamed up to enhance partner enablement.
The programme, open to both existing and new NetApp partners, offers exclusive resources and benefits to develop data management solutions.
Simon Bennett, MD of advanced solutions for UK and Ireland at TD SYNNEX, stated that the programme aims to help NetApp partners address complex data management needs and maximise their potential.
These announcements reflect vendors' commitment to strengthening their partner programmes and supporting channel growth through technological advancements and strategic enhancements.