Channel partner programs
The latest developments in channel partner programs and what they mean for MSPs, consultants, systems integrators and other service providers.
Top Stories
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News
09 Dec 2024
AWS partners cite boost from GenAI, online selling updates
The ability to build industry offerings on Amazon Nova, easier online selling and accelerated application modernization intrigued partners at AWS re:Invent 2024. Continue Reading
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News
27 Sep 2024
Hyperscalers' mass, AI role dominate partner ecosystems
Seemingly saturated, the massive partner networks of the top cloud vendors still attract service providers and often serve as their top ecosystems, according to a new survey. Continue Reading
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Blog Post
31 Dec 2019
RPA software, partner program updates top 2019 blog posts
As 2019 draws to a close, we've rounded up our 10 most-read Channel Marker blog posts from the year. The articles below highlight several technology areas, including robotic process automation ... Continue Reading
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News
20 Dec 2019
Impinj partners get new program to drive IoT business
IoT resellers, service providers and distributors are among the channel companies Impinj will support in its new partner program; more news from the week. Continue Reading
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News
16 Dec 2019
AWS, Microsoft, IT services companies top 2019 channel news
Our top 10 news stories of 2019 feature major moves by AWS, Microsoft and global IT services companies such as Accenture, DXC Technology and Wipro. Continue Reading
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News
13 Dec 2019
CyberX launches partner program in IoT security market
Managed service providers, consultancies and integrators are among the channel partners participating in CyberX's partner program; more news from the week. Continue Reading
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News
06 Dec 2019
Intel partner marketplace to drive ecosystem collaboration
Intel aims to make partner-to-partner collaboration easier with the launch of its Solutions Marketplace; other IT channel news from the week. Continue Reading
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Feature
27 Nov 2019
2020 channel partner events to mark on your calendar
Expect a busy channel partner event schedule for 2020. Our listings feature the year's conferences for VARs and MSPs, hosted by vendors, distributors and industry associations. Continue Reading
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Blog Post
27 Nov 2019
IT channel news: Buyout target Tech Data sees 2% drop in sales
IT channel news this week includes Tech Data's financials, DLT Solutions' state government deal and D&H Distributing's credit line boost for select partners. Continue Reading
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News
19 Nov 2019
Cohesity, Pivot3 update channel partner programs, MDF funds
Cohesity and Pivot3 are revamping established channel partner programs, emphasizing ease-of-doing-business, expanded financial incentives and MDF funds. Continue Reading
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News
08 Nov 2019
Cisco CX sees greater formalization at partner summit
The Cisco Partner Summit put the spotlight on the company's customer experience and Lifecycle Advisor efforts. Cisco also unveiled a DevNet specialization for partners. Continue Reading
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News
18 Oct 2019
Dell Technologies partner strategy reaps steady growth
At the midpoint of FY20, Dell Technologies partner executives pointed to evidence that the company's channel strategy has matured while highlighting areas for ongoing improvement. Continue Reading
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Blog Post
01 Oct 2019
One Identity partners expand in IAM security market
One Identity, a cybersecurity business unit under Quest Software, revealed that channel partners are driving a dominant portion of its sales. One Identity, which focuses on identity and access ... Continue Reading
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News
06 Sep 2019
Virtual Instruments repackages AIOps platform for channel
Virtual Instruments has changed the way it licenses its AIOps platform in a bid to make its technology easier for channel partners to consume; more news from the week. Continue Reading
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Blog Post
23 Aug 2019
Extreme boosts channel focus following Aerohive acquisition
Fresh off of its purchase of Aerohive Networks, Extreme Networks revealed it will double-down investments in the channel. The Aerohive acquisition, which closed Aug. 9, expanded Extreme's portfolio ... Continue Reading
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News
23 Aug 2019
Managed services companies remain hot M&A ticket
The pace of merger and acquisition transactions in the MSP market shows no signs of slowing, despite macroeconomic developments; more news from the week. Continue Reading
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News
16 Aug 2019
IBM partner ecosystem chief reveals next steps, Red Hat plans
IBM's partner ecosystem strategy has entered a new phase under David La Rose, who said extending Red Hat into new markets will be among his top priorities; more news from the week. Continue Reading
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News
09 Aug 2019
Rackspace partners get sales tool; Workplace by Facebook taps channel
A Rackspace tool for speeding up the cloud sales process is now available, while MNJ Technologies has become a Workplace by Facebook reseller; more news from the week. Continue Reading
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News
26 Jul 2019
OpsRamp takes a page from ServiceNow, aims to boost partnering
OpsRamp, which provides a SaaS-based AIOps platform, is emphasizing resellers and VARs in a newly launched channel partner program; more news from the week. Continue Reading
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News
19 Jul 2019
New Commvault partner incentives aim to deepen alliances
Commvault is looking to differentiate itself from competitors by expanding its channel incentives program and enablement resources; other news from the week. Continue Reading
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News
18 Jul 2019
Microsoft Inspire: Nadella talks development, AI applications
Will the Microsoft partner's future be in software development and AI applications? Company CEO Satya Nadella suggested that may be the case in his Microsoft Inspire address. Continue Reading
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News
15 Jul 2019
Microsoft Inspire sets FY 2020 agenda for partners
Microsoft channel partners can expect to see the software company emphasize security, Azure migration, Teams collaboration and PowerApps, among other areas, during FY 2020. Continue Reading
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Blog Post
12 Jul 2019
IUR policy scrapped amid Microsoft channel partner feedback
Microsoft has rescinded a policy that would have had Microsoft channel partners paying for software they currently use under IUR licenses. Continue Reading
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News
12 Jul 2019
Microsoft Azure partners get new tool, migration program
Microsoft has uncorked a series of announcements on the eve of Microsoft Inspire, many of them focused on Microsoft Azure management and migration; more news from the week. Continue Reading
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News
11 Jul 2019
Microsoft Partner Network licensing changes put channel on alert
Some MPN members question Microsoft IUR policy changes, but other channel execs see the product licensing shift as business as usual in the reseller and service provider space. Continue Reading
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Blog Post
28 Jun 2019
Dell Technologies partners thrive under updated program
Dell Technologies continues to report strong channel growth and highlight the cross-selling opportunities inherent in its portfolio. Looking back at its fiscal year 2020 first quarter, which ended ... Continue Reading
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Blog Post
29 May 2019
IBM puts an AI spin on partner lead sharing
An IBM lead-sharing tool highlights how AI is making inroads in systems that facilitate partner engagement. Launched in 2018, Smarter Cognitive Opportunity Recommendation Engine (SCORE) uses IBM ... Continue Reading
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News
10 May 2019
ServiceNow partner strategy ramps up for $10 billion target
The ServiceNow partner program will retire its Gold, Silver and Bronze tier system and roll out fresh enablement tools; other news from the week. Continue Reading
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Blog Post
07 May 2019
Dell Boomi forges ahead under Dell Technologies Partner Program
Dell Boomi said it will continue growing its partner program under the new Dell Technologies Partner Program. The cloud integration platform vendor is one of the many Dell subsidiaries now housed ... Continue Reading
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Blog Post
03 May 2019
How Dell Technologies partners can align with VMware strategy
Dell Technologies partners have what they need to facilitate customers' digital transformation journeys, according to VMware CEO Pat Gelsinger. At the Dell Technologies Global Partner Summit, held ... Continue Reading
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News
01 May 2019
Wendy Bahr joins Rubrik to run channel
Wendy Bahr has joined Rubrik as chief commercial officer. She will be responsible for the company's efforts with managed service providers, integrators, resellers and tech alliances. Continue Reading
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News
30 Apr 2019
Dell Technologies Partner Program spurs cross-selling push
Under the Dell Technologies Partner Program, channel firms will see more backing to sell across Dell subsidiaries. Many components from the Dell EMC Partner Program remain intact. Continue Reading
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News
05 Apr 2019
Cybersecurity partner program efforts take flight
Cybersecurity partner programs are ramping up with vendors such as Flashpoint, Centrify and Portnox to expand or launch channel initiatives; more news from the week. Continue Reading
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Blog Post
22 Mar 2019
Dell EMC partner strategy stays the course for FY20
Ahead of its 2019 global partner summit, Dell EMC isn't veering from its core channel priorities. Since the formal launch of the Dell EMC Partner Program in 2017, the company's channel strategy ... Continue Reading
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News
15 Mar 2019
Quest targets managed services market with new partner offering
Quest Software introduced a partner program with benefits and support geared toward the managed services business model; other channel news from the week. Continue Reading
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News
01 Mar 2019
Splunk partners 'the growth engine' of new customer deals
Splunk partners were a major contributor to the vendor's growth in fiscal year 2019. Splunk says it aims to recruit more systems integrator partners in the year ahead. Continue Reading
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News
13 Feb 2019
Amazon tightens requirements on AWS managed service providers
Changes to AWS' program for managed service providers challenge MSPs to raise their standards through certifications, audits and customer input. Continue Reading
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Blog Post
13 Feb 2019
2019 IBM partner program bolsters ecosystem approach
IBM is doubling down on its channel ecosystem strategy this week with a raft of partner program updates. The IBM ecosystem strategy was launched last year to engage a broad range of partner ... Continue Reading
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News
06 Feb 2019
From Microsoft Azure partners to ISVs, deeper partnerships emerge
Microsoft is pursing partnerships with an expanded range of channel companies across a set of initiatives such as Microsoft co-selling and Microsoft Azure Expert MSPs. Continue Reading
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Blog Post
22 Jan 2019
Citrix partners play role in vendor's cloud push
Citrix partners are contributing to the company's push beyond its traditional virtualization products and into cloud and subscription-based services. Continue Reading
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News
18 Jan 2019
DXC, Citrix partner on Saab digital workspace platform
A digital workspace platform at Saab combines components from DXC, a global systems integrator, and Citrix, which sees opportunities beyond virtualization; more news from the week. Continue Reading
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Definition
19 Dec 2018
channel partner
A channel partner is a person or organization that provides services or sells products on behalf of a software, hardware, networking or cloud services vendor. Value-added resellers (VARs), systems integrators (SIs), consultants, managed service providers (MSPs), original equipment manufacturers (OEMs), distributors and independent software vendors (ISVs) may all be called channel partners. Continue Reading
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News
07 Dec 2018
Arcserve partner strategy puts spotlight on MSP partnerships
Under new Arcserve partner leadership, the data protection provider will enhance its channel program for managed services providers; other news from the week. Continue Reading
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Feature
06 Dec 2018
2019 channel partner events to mark on your calendar
When making 2019 travel plans, refer to this list of channel-focused events and conferences hosted by IT vendors, distributors, industry organizations and vendors that cater to VARs and MSPs. Continue Reading
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News
30 Nov 2018
OPAQ sharpens channel focus
OPAQ is looking for MSPs grounded in networking and security, while Nerdio has launched a sales tool for MSPs offering Microsoft Azure services -- more news from the week. Continue Reading
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Blog Post
23 Nov 2018
Cisco Partner Summit 2018 sets the stage for change
Executives at Cisco Partner Summit 2018 outlined program changes that channel partners can expect to see unfold in the coming months. Continue Reading
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News
16 Nov 2018
BMC partners to tackle modern mainframe challenges
BMC wants its channel partners to target large and medium-sized businesses with new Automated Mainframe Intelligence products; other channel news from the week. Continue Reading
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News
15 Nov 2018
Are you customer experienced? New Cisco specialization on tap
Channel partners will get a new Cisco specialization next year that focuses on customer experience and will eventually supersede Cisco's Lifecycle Advisor program. Continue Reading
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News
05 Oct 2018
Cohesity storage program extends to managed services providers
The Cohesity storage partner program introduced an option for service provider partners and bolstered resources for resellers; other news from the week. Continue Reading
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News
21 Sep 2018
Linksys: Cloud platform lets channel make more Wi-Fi money
Small business Wi-Fi market: A new, no-cost Linksys cloud management offering has hit the market, targeting channel partners and their clients; other news from the week. Continue Reading
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News
14 Sep 2018
Zoomdata unveils data visualization and analytics channel program
Big data player Zoomdata rolled out a new partner program for selling its data visualization and analytics technology; other channel news from the week. Continue Reading
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News
31 Aug 2018
OVHcloud expands US footprint with channel partner program
U.S.-based channel partners now have a new infrastructure-as-a-service option with the launch of the OVHcloud partner program; other news from the week. Continue Reading
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News
24 Aug 2018
Algolia partners with integrators, digital agencies
A new channel partner ecosystem featuring systems integrators and digital agencies is forming around Algolia search technology; other news of the week. Continue Reading
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News
17 Aug 2018
Lucidworks Fusion platform to scale via channel partnerships
Lucidworks said it wants to engage with various channel partner types in a bid to grow its Lucidworks Fusion business; other channel news from the week. Continue Reading
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Definition
16 Aug 2018
partner program
A partner program, which may also be referred to as channel partner program or alliance program, is a business strategy that vendors develop to encourage others to work with the vendor and sell its products or services. Continue Reading
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News
10 Aug 2018
CrowdStrike Falcon platform gains more partners
CrowdStrike has added categories to its partner program, including MSSP partners and platform partners that build apps using data from CrowdStrike Falcon; more news from the week. Continue Reading
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News
27 Jul 2018
Data integration tools: SnapLogic update rewards solution selling
SnapLogic rolled out incentives for building solutions that combine its app and data integration tools with its technology partners' offerings; other channel news from the week. Continue Reading
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News
20 Jul 2018
Microsoft fiscal year 2019: Priorities revealed at Inspire conference
At its annual Inspire conference, Microsoft said it will make investments in its vertical industry strategy in its 2019 fiscal year, which began July 1; other news from the week. Continue Reading
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Definition
16 Jul 2018
distributor agreement (distribution agreement)
A distributor agreement, also known as a distribution agreement, is a contract between channel partners that stipulates the responsibilities of both parties. Continue Reading
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News
08 Jun 2018
Cloud MSP Burwood Group taps HyperGrid for orchestration offering
Burwood Group, a Chicago-based consulting and managed services firm, launched a cloud management services offering that uses HyperGrid technology; other news from the week. Continue Reading
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News
01 Jun 2018
Sophos partners adopt MSP model as clients outsource security
Sophos said it will look to provide its partners with greater access to its in-house expertise as the security vendor's partner base moves toward the MSP model; more news from the week. Continue Reading
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News
18 May 2018
FireEye Helix, revamped pricing spark channel business
Security vendor FireEye has revamped pricing, expanded rebates and is looking to bolster FireEye partners with service opportunities around FireEye Helix; other news from the week. Continue Reading
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News
11 May 2018
Lenovo partners to seek more SMB data center deals
Lenovo partners will see the vendor increase focus on SMB customers, which Lenovo said can present business problems just as complex as those belonging to larger organizations. Continue Reading
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News
04 May 2018
Dell EMC IT transformation central to 2018 channel strategy
Informed by ESG research, the new Dell EMC IT Transformation campaign looks to help partners adopt a consultative approach to IT infrastructure modernization. Continue Reading
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News
04 May 2018
Software-defined access: Safe-T launches channel program
Safe-T, an Israeli company that offers technology based on software-defined perimeter architecture, has launched a channel program and is looking for partners in the U.S.; more news from the week. Continue Reading
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News
30 Mar 2018
Dell EMC partner strategy sees range of success for FY18
Dell EMC said its fourth-quarter results showed channel business growth in servers but a slump in storage; other news from the week. Continue Reading
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News
23 Mar 2018
GCP security: Google taps Rackspace, other partners
Hosting and cloud services firm Rackspace emerges as managed security services provider for the Google Cloud Platform; other channel partner business news from the week. Continue Reading
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News
22 Mar 2018
IBM ecosystem strategy focuses on business model variety
At IBM PartnerWorld 2018, IBM's channel chief highlighted the company's commitment to support a variety of partner business models as it builds out the IBM ecosystem. Continue Reading
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News
09 Mar 2018
Datto partners swell in numbers amid global expansion
Datto is planning updates to Autotask Endpoint Management and Autotask PSA in the coming months, as it continues to integrate its product lines; other news from the week. Continue Reading
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News
02 Mar 2018
Splunk partners swell under channel program framework
Big data player Splunk launched new benefits and streamlined requirements for its fast-growing partner ecosystem; other channel news from the week. Continue Reading
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Blog Post
27 Feb 2018
TeamViewer partner program update reveals shift in strategy
TeamViewer, a newcomer to the channel, is on a mission to grow its presence among partners. The software provider only began its push into the channel about a year-and-a-half ago when it launched ... Continue Reading
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News
23 Feb 2018
JASK channel partner program looks for regional allies
JASK will initially target regional reseller partners and plans to eventually work with managed security service provider firms; other news from the week. Continue Reading
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News
16 Feb 2018
Anomali targets managed security service providers for global expansion
Threat management platform vendor Anomali said it will tap MSSPs for help reaching medium-sized businesses; other channel news from the week. Continue Reading
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News
09 Feb 2018
Dell EMC Partner Program sets $50B channel business target
On the first anniversary of the Dell EMC Partner Program's launch, the company's global channel chief said partners can expect fine-tuning but no major program overhauls in 2018. Continue Reading
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News
01 Feb 2018
IBM partnership model adapts to modern channel businesses
Under the renewed IBM partnership approach, IBM wants to attract a new generation of partners while forming tighter alliances with traditional partners. Continue Reading
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News
26 Jan 2018
Couchbase PartnerEngage: NoSQL vendor seeks channel growth
Channel companies have an opportunity to wrap services around NoSQL database technology projects, as Couchbase PartnerEngage debuts; more news from the week. Continue Reading
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News
19 Jan 2018
Riverbed Rise channel program reinvents partner requirements
The Riverbed Rise program will focus on partner performance, which Riverbed will measure by customer acquisitions, account penetration and more; other news from the week. Continue Reading
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Blog Post
19 Jan 2018
Citrix Summit 2018 underscores vendor's 'focused innovation'
Citrix Summit 2018 shows that the company is continuing its strategy of focusing on its core technology stack, while also pursuing cloud business. Continue Reading
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News
12 Jan 2018
NEC Corporation of America extends cloud alliance with Magna5 partnership
A cloud enablement alliance between NEC Corporation of America and Magna5 will bring together NEC's infrastructure-as-a-service offerings with Magna5's communications network. Continue Reading
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News
08 Jan 2018
Citrix Ultimate Rewards: Program aims to simplify channel incentives
Citrix Summit 2018: The virtualization and cloud vendor unveiled a new program structure for Citrix partner firms that will pull together five channel incentive programs under one umbrella. Continue Reading
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Blog Post
02 Jan 2018
2017 in review: Top stories highlight IT industry trends
Before embarking on a new year of reporting on IT industry trends in the channel, we wanted to take a moment to review some of our 2017 coverage that struck a chord with readers. Not surprisingly, ... Continue Reading
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News
20 Dec 2017
Xerox MPS ambitions increase the focus on channel partners
Xerox continues to invest in its channel strategy, which includes a focus on helping partners win more sophisticated Xerox MPS deals. Continue Reading
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News
02 Nov 2017
Cisco specializations get streamlined amid program changes
At Cisco Partner Summit 2017, the networking vendor unveiled steps to simplify its channel program, while also rolling out a new industry expertise recognition effort. Continue Reading
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Feature
05 Oct 2017
Facebook collaboration tool leans on channel partners
Facebook Workplace, a collaboration platform targeting the enterprise, is tapping channel partners for help in deploying the system and integrating it with other applications. Continue Reading
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News
01 Sep 2017
AWS management tools: Partners gain visibility with buyers
Consulting partners focusing on cloud management tools can increase their visibility with potential customers through AWS' Service Delivery Program; other news from the week. Continue Reading
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News
04 Aug 2017
ChannelCon 2017: Vendors target cloud, SMB opportunities
CompTIA's ChannelCon event showcased Ingram Micro's cloud enablement program, new products from channel-oriented vendors and more. Continue Reading
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Blog Post
14 Jul 2017
Microsoft Inspire: Four takeaways from the company's partner meetup
Microsoft Inspire attracted about 17,000 partners from around the world; here are a few takeaways from the annual channel conference Continue Reading
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News
14 Jul 2017
Kaseya intros quick paths to adding managed services offerings
Kaseya said its Powered Services offerings can help MSPs quickly expand their portfolios to include security and network management services; other news from the week. Continue Reading
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News
07 Jul 2017
NetSuite cites cloud-based ERP software opportunity for partners
Mainstream acceptance of cloud computing has led more organizations to adopt cloud-based ERP, creating a demand that NetSuite wants to capitalize on with its partners; other news from the week. Continue Reading
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News
09 Jun 2017
Channel execs: Westcon-Comstor deal creates technology synergies
Synnex's $800 million agreement to purchase distributor Westcon-Comstor could help unify product sets in communications and cybersecurity, while avoiding significant overlap. Continue Reading
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Blog Post
30 May 2017
Cisco global certification program seeks simplicity
Cisco global certification has a new look with the launch of the Global Gold program, which aims to simplify how partners support multinational customers. Continue Reading
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News
12 May 2017
Dell EMC World 2017: Partners can sell Virtustream Enterprise Cloud
Dell EMC has integrated Virtustream Enterprise Cloud into its unified partner program; other channel news from the week. Continue Reading
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News
21 Apr 2017
EiQ Networks, Bay Dynamics sign up cybersecurity partners
EiQ Networks and Bay Dynamics are the latest in the growing list of cybersecurity vendors expanding their relationships with channel partner companies. Continue Reading
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News
14 Apr 2017
Avant: Sales enablement tools a 'must-have' for next-gen tech
Technology distributor Avant updated its sales enablement application, BattleApp, with more support for channel sales activities; other news from the week. Continue Reading
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News
31 Mar 2017
SonicWall partner initiatives see strong growth following Dell spinout
Security vendor SonicWall has unveiled new partner training and marketing programs that take aim at SMB cybersecurity threats; other channel news from the week. Continue Reading
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Quiz
24 Feb 2017
Channel company quiz: Recap partner program and alliance news
This month's channel quiz features mergers and alliances (and their partner fallout) along with emerging technologies, cloud computing and regulatory activity. Continue Reading
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Blog Post
25 Jan 2017
Channel partners help SaaS provider enter overseas markets
OneLogin needed a way to enter overseas markets. The company decided cultivating relationships with channel partners was the best method. Continue Reading
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Blog Post
09 Jan 2017
Citrix Summit 2017: Channel VP outlines partner strategy
The Citrix Summit 2017 kicked off in Anaheim, Calif., emphasizing growing cloud momentum, Citrix Workspace Suite and networking plays. Continue Reading
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News
16 Dec 2016
Attivo Networks enlists partners to sell deception-based security
Attivo Networks introduced a new partner program to sell its deception-based security technology; other IT channel news from the week. Continue Reading
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Blog Post
07 Dec 2016
Microsoft offers free Azure training
Microsoft is offering free Azure training as it seeks to ready more partners to work in the cloud. Continue Reading
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News
02 Dec 2016
Datapipe platform targets cloud-based enterprise applications
Datapipe, an MSP and cloud services provider, has unveiled a platform for designing, testing and deploying applications that will run in the cloud; other news from the week. Continue Reading
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News
11 Nov 2016
Office 365 rebate: ConnectWise promotion set for January
ConnectWise and Microsoft are collaborating on a 20% rebate promotion that will kick off in January and aims to encourage channel partners to launch or expand cloud practices. Continue Reading