Monday Morning Impact – April 4

Microsoft Revamps Partner Program to Enhance Channel Enablement

Microsoft is updating its partner program with an emphasis on driving further success and profitability in indirect sales.

In the area of digital capability, the company is rolling out guidelines and resources to support partners in more efficiently building solutions by better aligning partner experiences across the commercial marketplace, Partner Center, and the Microsoft Partner Network.

As part of an effort to enhance partner technical capabilities, the company has also announced advanced specializations and deep technical training across solution areas including business applications, Azure and security, compliance and identity. A 250% year-over-year spending increase has been promised in this area.

Microsoft also seeks to streamline engagement between itself and partners through expanded lead sharing and improving Partner Center transaction fees in order to drive profitability.

In addition, effective October of this year, the company is changing the name of its partner program from “Microsoft Partner Network” to the “Microsoft Cloud Partner Program.” This move is intended to underscore the investment in the cloud as a strategic lever for innovation and growth. The reflagged partner program is intended to support all partners in the Microsoft ecosystem, whether they build and sell services, software solutions or devices. Specifically targeted solution areas include Data & AI, Infrastructure, Digital & App Innovation, Business Applications, Modern Work and Security.

The solutions partner level is a designation that is based on meeting specific requirements across what we call the partner capability score for each solution area. Specializations and programs will provide solutions partners a means of differentiating their organizations’ technical expertise. To attain a solutions partner designation, partners will need to earn a partner capability score of at least 70 points (out of an available 100 points) across the four measurement areas.

Partners will be able to renew the benefits they’re currently using, while also taking advantage of new benefits packages customized to meet their unique needs based on their business focus. Partners will continue to receive internal use rights licenses (IURs), including on-premises licenses, cloud service subscriptions and Azure credits, although IURs will be now called “Product Benefits.”

The Microsoft Partner Network is comprised of more than 400,000 global organizations.

Channel Impact^®
The overall intention of the changes is to further promote partner growth and customer success.

Alteryx Launches Updated Partner Program

Alteryx, Inc., an Irvine, California-based analytics automation company, has updated its partner program as part of an effort to promote partner growth and maximize customer value.

The tiered program establishes benefits for each partner type: solution providers (recently including value-added resellers and distribution partners), global system integrators (GSIs), technology partners, and original equipment manufacturers (OEMs).

Joint customer success, technical expertise, and new customer acquisition are incentivized by the program.

“Our approach with the partner program redesign acknowledges that partners want to invest their resources in organizations that reward activities such as opportunity registration, training, certifications, co-marketing, and joint business planning,” said Barb Huelskamp, SVP of global partners and alliances. “We want our enhanced partner program to reflect our mission and values and adhere to industry best practices, driving value for our partners and enhancing business outcomes for our customers.”

Key changes to the program include benefits and requirements that are now segmented regionally rather than at country levels. Increased incentives are offered for customer projects that are initiated and driven by partners. The company has also added new role-based training and certifications, three partner tiers, and global rules of engagement.

Channel Impact^®
The expanded partner program is expected to support partners with deep technical knowledge and business domain expertise to help their customers inject analytics into everyday business processes.

Netwrix Integrates Partner Portal

Netwrix, a southern California cybersecurity vendor, launched a new partner portal offering integration of its acquired entities into the company’s channel environment. Nine products join Netwrix Auditor and Netwrix Data Classification, enabling partners to grow their businesses with the vendor and earn up to 30% margin for each registered deal.

“In 2021, we successfully integrated more than 300 channel partners from Stealthbits, NNT, PolicyPak and Anixis,” says Melissa Schmulson, Vice President of North America Channel at Netwrix. “We have unified our onboarding, training and certification programs to highlight cross-sell opportunities and help our partners take full advantage of the joint Netwrix product portfolio.”

To help partners quickly grow their businesses with its expanding portfolio, Netwrix has implemented a simplified enrollment process, a unified deal registration program accommodating all 11 products using the same portal, 161 sales and marketing tools, including sales cheat sheets and battlecards, marketing videos, and marketing campaigns-in-a-box, and a consolidated training and certification program.

Founded in 2006, the company claims a customer list of more than 11,500 organizations worldwide.

Channel Impact^®
The unified partner portal is expected to simplify deal registration and to access training and marketing materials.