Jamf unveils first global partner programme with points-based system

Chief sales officer Liz Benz gives CRN the lowdown on Jamf’s first global programme

Jamf today debuts its first ever global partner programme with a points-based system aimed at Apple partners.

By introducing a points-based system, Jamf claims it is removing any programme complexities while still offering the right benefits to the right partners at the right time, based on their unique value propositions and business models.

Partners are able to accumulate points through identified investment actions (completing sales training and certifications) in addition to performance actions such as closing deals that directly drive revenue.

The Jamf Global Partner Programme reaches channel firms in over 70 countries worldwide.

The vendor previously had different regional partner programme tracks. The new launch brings all partner types under one global umbrella.

Jamf chief sales officer Liz Benz (pictured) talks to CRN about the rationale behind the new launch.

"The main thing we wanted to do is we wanted it to be easier for partners to do business with us.

"We also wanted to reward in a meaningful way, rewarding partners for engaging and learning and understanding technology, engaging with enablement and driving partner sourced deals through us.

"Part of Jamf's overall strategy is to scale the business. So we've leaned heavily into our channel strategy and channel enablement."

Partner contribution

Benz explains the new global programme came together through partner feedback on areas the vendor needed to improve and where they were most likely to drive value.

"The main things we wanted to do were, one, simplify processes, removing some of the complexities and making it easier for partners to understand the benefits and engage with the benefits offered.

"Two, tailored rewards. Points are earned through activities like sales training and certifications and that would provide relevant incentives and rewards.

"Three, comprehensive tools and resources. Access to Jamf's range of tools, content, and enablement resources through the partner hub that was a request of their customers.

"And finally, clear tier definitions. So partners can advance through tiers, registered to professional, professional to elite, based on accumulated points from investments on training and certifications and performance actions, so that we help give all partners an opportunity to benefit from the rewards."

Benz adds that Jamf is "actively looking" to recruit new partners to join the programme.

"What we're looking for is expanding our actual partner ecosystem, and those partners' competencies in the mobile device management, as well as the endpoint security space. That's key to our strategy and future success."

Past points-based system controversy

Points-based programmes have come under fire in the past, most famously in 2022 when Microsoft introduced its new Microsoft Cloud Partner Programme.

The controversial changes saw a new partner capability score (PCS) which measures partners' performance on a scale of 0-100 across the six solutions areas.

Partners needed to earn a PCS of at least 70 out of 100 points across the measurement areas in order to qualify as a solutions partner, a move which has been branded "impossible" and "biased".

Since then, other vendors haven't shied away from the contentious system, with Rubrik redesigning its partner programme last year to include points-based scoring.

Commenting on whether this past controversy had an impact on the Jamf Global Partner Programme, Benz said the vendor hadn't received a lot of pushback.

"When we think about our partner ecosystem the request was to help make it a more level playing field and that point system brings that to the table," she says.

"It rewards partners based on their unique value proposition.

"As they lean into training, as they drive training and certifications, they'll earn points as they bring in partner sourced deals or earn points.

"There's a lot of different ways they can earn points and then graduate into different levels, different tiers within the partner programme."