New, Changing Channel Programs: Avaya, Intelisys, More


The IT industry continues to aggressively embrace indirect sales.

Our latest partner-program update proves that the youngest and freshest business technology companies are acknowledging the channel’s importance and attempting to attract partners.

Sure, long-established players on the voice and telco side made appearances – with Avaya at the forefront, and master-agent Intelisys inking a new deal – but a multitude of security, cloud and IT services-focused vendors announced new programs or rewards for their channel partners.

We covered some interesting stories and companies in January.

Ever heard of a robotic digitization company in the channel? Could your company earn a $15,000 grant from Zerto? And Unitrends wants help you to turn your VAR into an MSP.

Scroll through the images below for the latest news in channel programs.

Missed the previous month’s gallery? Here it is.


Avaya tweaked its Edge partner program in numerous ways.

Just a few of the UCaaS provider's channel enhancements are switching from a fiscal to calendar year, simplifying and reducing requirements for benefits, and increased rebate dollars for selling specific types of new Avaya technology.

Those changes stemmed from partner feedback about how Avaya can eliminate complexity and stimulate cloud sales. 

Edward Gately covered the changes.

The master agent expanded its portfolio by adding a new UCaaS provider.

Intelisys is now working with net2phone, the New Jersey-based VoIP provider known for integrating voice, text and chat services. The deal gives Intelisys subagents another flavor of unified communications services to sell, while the vendor leans further into the channel to increase its global market presence.

Read more about the agreement and the other master agents net2phone has embraced.

Kaspersky Lab geared its new partner program to attract a new breed of partners.

The security provider said the Kaspersky United program will give partners the information and training they need to deliver "specialized IT security solutions and services." It also offers certifications for advanced skills, discounts and deal protection.

We wrote a story on our sister site Channel Futures about the changes at Kaspersky.

The “continuous security validation provider” said it now sells 100 percent indirectly.

AttackIQ backed up that claim by unveiling the new Accelerate Channel Program, the company’s first formal partner program. The Accelerate Program caters to three distinct tiers with sales, technical and marketing resources: service providers, VARs and security consultants.

Read why AttackIQ’s vice president of global alliances and channels thought the change was necessary.

Ripcord, whose robotic digitization converts paper records, is getting serious about the channel.

The young company hired a vice president of channels and alliances and tasked him with formalizing a partner program. Ripcord had been working "informally" with partners, which drove about 60 percent of its 2018 sales.

Get the details on Ripcord and the new VP from Channel Futures.

Resellers partnering with Zerto and Microsoft could land $15,000 to offset the costs of their proof-of-concept trials.

Zerto invited its partners to apply for a grant that would give them anything from $1,500 to $15,000 in order to help them develop proofs of concept and customer strategies. Those partners must also be Microsoft-certified resellers, who sell Zerto products to go with Microsoft Azure deployments.

Zerto provides disaster recovery and data backup solutions.

Todd Weiss has the story on the new opportunity.

The cybersecurity vendor launched a new reseller program tailored to incentivize sales and give partners new service-based revenue streams.

The updated Elevate Partner Program contains four categories: associate, resell focus, resell elite and partner security service. It also features six different partner engagement approaches, including channel, OEM and MSSP.

A CrowdStrike executive told us that the changes will give partners flexibility to succeed and high rewards for doing so.

Learn more about the new program.

The hosted VoIP and UC provider named a channel chief to go with its newly formalized partner program.

Dave Goldie, VP of channel, said Cytracom plans to introduce a tiered program with juiced up benefits and incentives.

"And in its simplest form, that means selling more phones," Goldie told Channel Partners. The company sells exclusively via the indirect channel and with month-to-month pricing.

Goldie fielded our questions about his plan for the program.

The digital web security provider added support for partners moving into new cybsersecurity segments.

The program offers four differently rewarded tiers that reflect different revenue streams partners might pursue, such as IoT management and disaster recovery. Sectigo also added, among a handful of changes, quarter planning and partner support, partner market development funds and deal registration.

Learn why Sectigo made the changes.

The Kaseya-owned backup and disaster recovery provider launched a program to help VARs transition to a recurring-revenue model.

According to Kaseya's CEO, most partners in the resale channel – which comprises more of the IT channel than you might expect – are relying on single-sale commissions and have yet to begin the cumbersome process of adding managed services. The new program lets partners earn increased upfront initial payment for selling Kaseya's IT Complete portfolio and then get reoccurring income tied to account life cycles.

Kaseya acquired Unitrends last year.

Kris Blackmon wrote about the new program.
Commission research

Respond Software is accommodating resellers, VARs and MSPs with its new partner program.

Guidepoint, OneNeck IT Solutions, Reva Solutions and Veristor Systems are inaugural members in the program. which offers sales enablement, education, training and sales materials.

Respond makes decision-automation software that allows businesses to monitor incidents and oversee all of their intrusion prevention system points (IPS).

Learn more about Respond Software's value proposition.
Information Builders

The provider of business intelligence, analytics and data management launched a new partner program.

This program tailors itself to OEM, reseller, referral and co-selling partners, with each tier getting unique incentives, discounts, referral fees and deal registration. The company's channel chief called the update “an evolution to Information Builders’ existing program.”

The announcement came around the time the company appointed Frank Vella as its chief executive, replacing Gerald Cohen.

Edward Gately has the scoop.

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