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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Feature
27 Jun 2025
MSSP automation amps managed service delivery, opens markets
MSSPs are updating and broadening their technology stacks, emphasizing automation to break security service price barriers and reach new clients in a competitive market. Continue Reading
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News
22 May 2025
Partner marketing for startups gets specialized, integrated
Software startups presenting at the MIT Sloan CIO Symposium's Innovation Showcase are working with specialized channel partners and pursuing technology integration partnerships. Continue Reading
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News
13 May 2025
AWS Marketplace channel partners rev software, service sales
Partners are building a new route to market on AWS Marketplace. One has surpassed $1 billion in total sales, and another expects to soon generate half its revenue there. Continue Reading
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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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Definition
17 Sep 2024
What is strategic innovation?
Strategic innovation is an organization's process of reinventing or redesigning its corporate strategy to drive business growth, generate value for the company and its customers, and create competitive advantage. Continue Reading
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Definition
17 Sep 2024
What is a startup accelerator?
A startup accelerator, sometimes referred to as a seed accelerator, is a business program that supports early-stage, growth-driven companies through education, mentorship and financing. Continue Reading
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Definition
14 Aug 2024
What is Oracle PartnerNetwork (OPN)?
Oracle PartnerNetwork, also known as OPN, is a channel partner program that provides resources and benefits for value-added resellers (VARs), independent software vendors (ISVs) and other businesses that want to collaborate with Oracle. Continue Reading
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Definition
13 Jun 2024
feedback loop
A feedback loop is the part of a system in which some portion (or all) of the system's output is used as input for future operations. Continue Reading
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News
13 May 2024
Startup partnerships at MIT Sloan event rev sales channels
Early-stage companies featured at MIT Sloan's annual CIO event tap partners to speed up technology deployment and broaden their offerings and distribution channels. Continue Reading
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Opinion
02 May 2024
Kaseya Connect Global brings Partner First Pledge, new service
Kaseya's pledge to partners promises more pricing controls and a new subscription service that lets MSPs manage and secure their clients' environments at a lower cost. Continue Reading
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Definition
15 Feb 2024
ServiceNow
ServiceNow is a software company that provides a cloud-based, AI-driven platform for automating multiple management workflows in enterprises. The company specializes in IT service management, IT operations management and IT business management. Continue Reading
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News
29 Jan 2024
ServiceNow, IBM set partner programs for AI transformation
Technology providers reach out to service providers that can help them deliver business change, digital workflows and emerging technologies to enterprise customers. Continue Reading
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Feature
01 Dec 2023
5 IT services industry trends on tap for 2024
The top IT services industry trends for 2024 should sound familiar, with cost optimization and guarded innovation among the trends expected for the coming year. Continue Reading
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News
01 Dec 2023
AWS partners look to GenAI, competencies, marketplace sales
This week's AWS re:Invent conference was notable for AI, industry-specific offerings and accelerators, but partners also pointed to specializations and online deal-making. Continue Reading
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News
02 Oct 2023
Partner ecosystem changeup prompts alliance rethink
The shifting partner ecosystem landscape could inspire IT service providers to consider new alliances or bolster existing ones amid fast-paced economy and technology trends. Continue Reading
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News
31 Aug 2023
Google Cloud Next enlists partner ecosystem for AI push
Google Cloud Next rallied consultancies, systems integrators and other service provider partners to help customers effectively deploy generative AI in the enterprise. Continue Reading
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News
07 Aug 2023
Google Cloud partner ecosystem ramps up for generative AI
Companies such as 66degrees and Capgemini aim to build generative AI tools using Google's platforms, offering enterprise customers industry and process expertise. Continue Reading
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News
24 Jul 2023
Microsoft partners focus on IT cost optimization, migration
While AI was the main attraction at Microsoft Inspire, the company's partners are also busy taming infrastructure costs, helping clients modernize and managing cloud migrations. Continue Reading
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News
19 Jul 2023
Microsoft partner ecosystem takes on AI boom, program shifts
Microsoft Inspire 2023 saw the company relaunch its partner program to address the expected boom in AI. Partners discuss technology developments and partner program changes. Continue Reading
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News
26 Jun 2023
Partners: IT investment balances innovation, optimization
IT service executives expect to see customers pursue the transformative potential of AI and cloud in the second half of 2023 -- while keeping a close watch on costs and results. Continue Reading
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News
24 Apr 2023
AWS partner ecosystem changes involve ISVs, generative AI
The cloud platform provider makes matches among ISVs and systems integrators as it cultivates AI relationships and simplifies its global partner programs. Continue Reading
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News
20 Mar 2023
VMware Partner Connect reboots with accent on SaaS
VMware's partner program gets a new look as the company invests in the subscription model; Endor Labs, Graphiant and TrueFort also launch or update channel efforts. Continue Reading
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News
14 Feb 2023
Veeam launches Data Platform, ransomware warranty
Veeam Data Platform features Backup & Replication v12 and other management capabilities. In addition, Object First released its appliance focused on storage for Veeam users. Continue Reading
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News
30 Jan 2023
ServiceNow partner program ups standards, differentiation
Program participants believe the SaaS provider's updated program offers greater clarity around expectations and a path toward greater partner differentiation. Continue Reading
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News
10 Jan 2023
New year, new partner go-to-market strategy
The partner ecosystem continues to evolve as companies deal with emerging technologies and business models. Here's what SoftwareOne, Johnson Controls and IBM are pursuing. Continue Reading
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News
02 Dec 2022
Top AWS cloud consultants earn 6-to-1 revenue multiplier
AWS ecosystem research suggests partners generate more services dollars when they invest in a broader portfolio of offerings; other partner developments at re:Invent. Continue Reading
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News
14 Nov 2022
VMware partner ecosystem tapped to accelerate cloud projects
VMware is expanding ties with global systems integrators and other partners as it looks for resources to help customers ramp up the adoption of its cloud technology. Continue Reading
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Definition
28 Oct 2022
distribution channel
A distribution channel is the network of individuals and organizations involved in getting a product or service from the producer to the customer. Continue Reading
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News
03 Oct 2022
Channel partner programs evolve amid digital transformation
A series of channel partner program relaunches that will continue into early 2023 reflect a shift to business outcomes, varied business models and subscription-based selling. Continue Reading
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News
29 Aug 2022
Change ahead for VMware partners amid ecosystem revamp
The virtualization company's channel allies can expect new business models, metrics and specializations -- along with a new owner in chipmaker Broadcom. Continue Reading
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Feature
12 Aug 2022
Atlassian partners cite cloud migration, ITSM growth
The software company offers a range of partner opportunities as it pursues digital transformation and transitions from server products to cloud-based offerings. Continue Reading
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News
08 Aug 2022
Partner ecosystem economy bucks market turbulence
A key index reports unexpected service sector growth, while digital services M&A could overtake 2021 deal volume and value levels; more IT channel news. Continue Reading
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News
01 Aug 2022
Will cloud, IT services prove recession-resistant businesses?
Partners expect demand for their offerings to endure through economic turbulence and, to some extent, because of the unsettling times; more IT channel news. Continue Reading
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News
26 Jul 2022
Microsoft partner ecosystem revved up, riled by 2022 event
A contact center product launch, a space industry community and an upcoming partner program revamp topped the list of Microsoft Inspire developments; more IT channel news. Continue Reading
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News
21 Jul 2022
Microsoft industry clouds hover over partner event
At Microsoft Inspire, industry-specific cloud offerings emerged as a key FY 2023 direction for the technology company and one in which it enlists partner ecosystem support. Continue Reading
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Conference Coverage
21 Jul 2022
Microsoft Inspire 2022 news and conference guide
Microsoft will explain its partner program evolution and unveil upcoming priorities at its annual partner conference. Read on for news from Microsoft Inspire 2022. Continue Reading
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News
20 Jul 2022
Microsoft Inspire 2022 points to 'digital imperative'
Microsoft CEO Satya Nadella encouraged partners to push beyond digital transformation, while the company's channel executives updated the company's industry push. Continue Reading
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News
18 Jul 2022
Consultants, software developers in Ukraine find ways to grow
Partners in the Ukrainian custom software and consulting sector continue to expand customer projects and win new business despite the war; more IT channel news. Continue Reading
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News
11 Jul 2022
Managed services industry remains investor magnet
The high-tempo transaction pace continues as investors cite recurring revenue, attractive cash flows and favorable IT trends as reasons to pursue MSP deals; more IT channel news. Continue Reading
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Tip
06 Jul 2022
Measuring innovation success in co-innovation partnerships
Profits are an obvious way to measure business success, but to measure co-innovation partnerships, parties must also identify intangible benefits, such as knowledge acquired. Continue Reading
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News
27 Jun 2022
HPE partner program spans the as-a-service ecosystem
The initiative accommodates partners that integrate, sell or provide services around Hewlett Packard Enterprise's as-a-service portfolio; more IT channel news. Continue Reading
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News
20 Jun 2022
AWS partner ecosystem finds bigger deals in Marketplace
An economic analysis suggested channel companies benefit when they conduct transactions on the hyperscaler's online selling platform; more IT channel news. Continue Reading
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Opinion
17 Jun 2022
The cloud is changing the channel, and customers win
The Ingram Micro Cloud Summit called for channel partners to develop intellectual property around cloud offerings and emphasize customer success to boost retention. Continue Reading
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News
06 Jun 2022
In digital transformation, telecom needs a partner boost
Legacy business models and risk avoidance leave many telecom firms behind in the race to innovate, but the partner ecosystem could spark their progress; more IT channel news. Continue Reading
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News
25 May 2022
IBM Ecosystem plans to expand sales lifecycle support
The technology company plans to address training and benefits as it looks to help partners earlier on in the sales process as well as during a project's implementation phase. Continue Reading
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News
23 May 2022
Early-stage companies at MIT Sloan event tap partners
Companies participating in the business school's Innovation Showcase work with service provider partners, continuing a trend among tech startups; more IT channel news. Continue Reading
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News
16 May 2022
Partners become central to SAP industry cloud business
At SAP Sapphire 2022, the software company highlighted partnerships with consulting firms that emphasized their vertical market acumen; more IT channel news. Continue Reading
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News
09 May 2022
AWS partners get skills-building, co-selling investment
The cloud platform provider aims to address the challenging labor market, which it views as the primary obstacle to partner growth; other IT channel news. Continue Reading
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News
02 May 2022
Kaseya commits to product investment in Datto acquisition
The software company aims to invest in a product portfolio that preserves MSP choice, but the industry has mixed feelings on the deal; other IT channel news. Continue Reading
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News
25 Apr 2022
Consultants ramp up vertical cloud development
Changing customer needs have prompted partners such as TCS, PwC and EY to pursue industry-specific strategies around cloud computing; other IT channel news. Continue Reading
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News
18 Apr 2022
Partners bring hybrid workplace technology to market
NWN Carousel and ROI Communications are among the service providers creating offerings for customers pursuing flexible work models; more IT channel news Continue Reading
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News
18 Mar 2022
Microsoft Cloud Partner Program resets channel focus
Partner executives called the makeover, which creates new tiers and revises qualification criteria, the first major program update in more than 15 years; other IT channel news. Continue Reading
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News
11 Mar 2022
Partner ecosystems build IP with Cisco, SAP
Channel companies collaborate with technology providers, creating differentiated offerings that address customer demand for business outcomes; other IT channel news. Continue Reading
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Feature
08 Mar 2022
Technology service providers enter a golden age
The good -- the digital transformation project is now a priority. The bad -- IT is short staffed, equipment is back-ordered and everyone is burnt out. Who will do the work? Continue Reading
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Definition
08 Feb 2022
tier 1 vendor
A tier 1 vendor is one of the largest and most well known in its field -- often enjoying national or international recognition and acceptance...(Continued) Continue Reading
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News
04 Feb 2022
Citrix, Tibco partners stand to gain from merger
Promising technology combinations and a consolidated partner program are among the potential pluses of the pending Citrix-Tibco merger; other IT channel news. Continue Reading
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Feature
18 Jan 2022
2023 partner events calendar
This channel partner conference listing features a range of events for MSPs, cloud consultants, resellers, systems integrators and other partner types. Continue Reading
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News
03 Dec 2021
AWS partner path diverges to address business model shift
The cloud provider's expanded partner tracks cover software, hardware, training, distribution and services offerings such as consulting; more IT channel news. Continue Reading
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News
10 Nov 2021
Cisco enterprise agreement refresh adds simplicity
The vendor's updated software agreement provides a broader scope of product coverage while also addressing service bundling and EA quoting. Continue Reading
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Definition
07 Oct 2021
channel partner portal
A channel partner portal is a web-based application that provides a vendor's established partners (usually distributors, resellers, service providers or other strategic partners) with access to deal registration, marketing resources, pricing and sales information for products and services, as well as technical details and support that are unavailable to other end users. Continue Reading
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News
10 Sep 2021
Cisco partner program aims to cut complexity via portal
Cisco introduced a raft of changes to its Partner Experience Platform, its hub of channel resources launched last year; other IT channel news. Continue Reading
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News
02 Sep 2021
Dremio partner program launches in data lakehouse market
Amid growing interest in data lakehouses, Dremio will target a range of partners, including consultants and systems integrators, to boost its platform; other news. Continue Reading
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News
20 Aug 2021
Cyber-risk rating firm Black Kite ups channel focus
Black Kite has unveiled its Aviator partner program for VARs, MSSPs and systems integrators; other IT channel news. Continue Reading
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News
02 Jul 2021
Dell Global Alliances partners boost channel sales
Dell Technology's segment of Global Alliances partners stood out in the vendor's first-quarter channel sales; more IT channel news. Continue Reading
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Feature
09 Jun 2021
Accenture: Channel partner ecosystem taps cloud, innovation
Times have changed for channel partners. Companies today drive most business through cloud providers and seek to co-innovate industry-specific offerings with technology partners. Continue Reading
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News
26 May 2021
SAP partners get new revenue-sharing model for cloud
SAP rolled out a revenue-sharing model that aims to support cloud economics. The software company also encouraged IP development among its partners. Continue Reading
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News
07 May 2021
Dell channel partners adopt ecosystems, industry focus
Dell Technologies has updated its partnering strategy to focus on three trends, according to executives at Dell Technologies World; other IT channel news. Continue Reading
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News
26 Mar 2021
Blue Yonder tackles supply chain digital transformation
Accenture and Blue Yonder teamed up to solve supply chain challenges for food and beverage company Tata Consumer Products; other IT channel news. Continue Reading
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Guest Post
24 Mar 2021
New tool helps IT vendors assess their channel readiness
Channel partners, do your tech vendors need a more productive channel strategy? A new tool from CompTIA's Channel Development Advisory Council can help. Continue Reading
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News
19 Mar 2021
Workplace from Facebook partner firms get new program
The revamped channel strategy for Workplace by Facebook emphasizes resellers and systems integrators; more IT channel news. Continue Reading
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News
05 Feb 2021
Dell Technologies Partner Program adds VMware sales option
The revised Dell Technologies Partner Program offers the option for the partners to sell VMware licensing with an aligned base rebate; other IT channel news. Continue Reading
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Feature
23 Dec 2020
2021 in-person, virtual channel partner events calendar
The 2021 channel partner event schedule features a mix of virtual and in-person conferences. Our listings include events for MSPs, consultants, VARs, SIs and other partner types. Continue Reading
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News
18 Dec 2020
Dell Technologies partners deliver mixed sales results
Dell Technologies said its channel strategy is weathering the challenging conditions of the COVID-19 economy, with storage sales taking the biggest hit; other IT channel news. Continue Reading
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Feature
30 Nov 2020
Cisco partners back software push, EA acceleration
Software development, simplicity and platforms are among the current channel watchwords at Cisco. Partners share their views on the vendor's latest initiatives. Continue Reading
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News
24 Nov 2020
Ascend.io grows program for partners building data pipelines
Ascend.io said it is broadening its global partner footprint and added new partnerships with enterprise architecture advisory and data consultancy firms; other IT channel news. Continue Reading
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News
30 Oct 2020
Cisco DevNet partner community expands
Cisco reported increased partner engagement within its DevNet developer program. The company said it plans to launch an online DevNet marketplace next year; more IT channel news. Continue Reading
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News
28 Oct 2020
Cisco Partner Summit 2020 emphasizes services, adoption, APIs
The digital edition of Cisco's annual partner event asked channel companies to focus on the customer lifecycle and develop more customized offerings on top of Cisco technology. Continue Reading
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News
09 Oct 2020
Vendors court no-code/low-code partners
No-code/low-code platform providers Mendix and Unqork revealed partnerships with consulting partners as they pursue an array of vertical industries; other IT channel news. Continue Reading
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Feature
07 Oct 2020
Google Cloud growth fuels partner opportunities
Amid solid Google Cloud growth, MSP partners such as SADA Systems, Onix and Pythian say their alliance with the public cloud provider gives them a competitive edge. Continue Reading
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News
30 Sep 2020
Dell partner sales see 6% dip, but optimism remains intact
Dell continues to push for partner sales growth amid a tough economic situation. Dell partner orders declined 6% in the vendor's second quarter, leveling out the 6% gain in Q1. Continue Reading
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News
14 Aug 2020
Dell Financial Services maintains flexible payments in pandemic
Dell Technologies renewed its Payment Flexibility Program for customers and partners in light of the ongoing pandemic; other channel news from the week. Continue Reading
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News
23 Jul 2020
NetApp partner program gets a refresh
NetApp continues to evolve its channel strategy with a raft of partner program updates. NetApp partners will have access to new incentives, simplified sales processes and more. Continue Reading
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News
21 Jul 2020
Microsoft Inspire 2020 sets partner agenda
Microsoft addresses 'digital first responders,' while citing cloud computing, remote work and purpose-driven digital transformation at virtual Inspire 2020. Continue Reading
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News
17 Jul 2020
Canonical partners with global systems integrators
Ubuntu publisher Canonical is targeting global systems integrators with a new partner program; HP Inc. unveiled the HP Amplify program; and other news from the week. Continue Reading
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News
16 Jun 2020
Stratus Technologies overhauls channel partner program
Stratus Technologies is making dramatic changes to its channel strategy. The company cut more than 80% of its channel partners and launched a fresh partner program. Continue Reading
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News
12 Jun 2020
Centrify partners get new program, customer success focus
The newly launched Centrify Reliance Partner Program features three membership tiers and an emphasis on customer success; other IT channel news from the week. Continue Reading
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News
05 Jun 2020
3 ServiceNow partner initiatives fuel $10B ambition
New ServiceNow partner initiatives include the launch of an online marketplace, a Now platform integration program and additional implementation support. Continue Reading
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News
05 Jun 2020
Gigster data suggests gig economy methods can benefit SIs
A study of project data from the Gigster gig economy platform highlighted emerging trends in IT staffing, which could have implications for systems integrators; more channel news. Continue Reading
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News
02 Jun 2020
ChefConf 2020 cites partner role in digital transformation
Executives speaking at ChefConf cited the role of partners in guiding customers through the sometimes difficult digital transformation journey. Chef also unveiled new tools. Continue Reading
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News
07 May 2020
IBM PartnerWorld program reshaped for modern partnerships
IBM redesigned its channel program to better suit partners' increasingly multipronged business models. Partners can now engage IBM in Sell, Build and Service tracks. Continue Reading
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Feature
06 May 2020
Effects of COVID-19 on channel partners
New research on solution and service providers reveals how the coronavirus pandemic is affecting business plans and technology priorities for the coming months. Continue Reading
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News
01 May 2020
NetApp acquisition: CloudJumper expands partner portfolios
NetApp's buyout of virtual desktop infrastructure player CloudJumper is poised to bring new channel partners into the NetApp fold; other news from the week. Continue Reading
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News
24 Apr 2020
Channel partner programs react to pandemic challenges
Vendors such as IBM, HPE and SAP said they are committed to helping their channel ecosystems weather the economic circumstances wrought by the coronavirus pandemic. Continue Reading
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News
16 Apr 2020
Blockchain database startup Fluree invests in channel sales
Fluree has formalized a partner program for offering its blockchain-based data management technology. The startup said it aims to recruit a diverse set of channel partners. Continue Reading
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News
10 Apr 2020
SonicWall MSSP program adds licensing options, support
SonicWall MSSP partners can access new pricing options, priority support and additional market development fund opportunities, the security vendor said; more IT channel news from the week. Continue Reading
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News
03 Apr 2020
Lenovo Data Center Group retools partner program
Lenovo Data Center Group revamped its channel strategy and program, seeking to increase partner engagement and capture more whitespace opportunities; more news from the week. Continue Reading
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News
19 Mar 2020
Telia Carrier looks to expand U.S. channel partner roster
The Swedish network services firm plans to tap channel companies, including master agents, to grow name recognition and enterprise accounts in the U.S. market. Continue Reading
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News
06 Mar 2020
VMware Partner Connect offers flexibility, new tiers
VMware unveiled its long-awaited rebooted partner program, which introduces flexibility in earning competencies and rewards; more IT channel news from the week. Continue Reading
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News
28 Feb 2020
HP channel partners to see new program in spring 2020
The new program will align HP channel partners with the company's pivot to outcome-based and data-driven customer engagements, according to HP's chief commercial officer. Continue Reading
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News
28 Feb 2020
Google Cloud partnership expands as SADA seals $500M pact
SADA Systems signed a multi-year agreement with Google Cloud and revealed plans to launch new offerings for Anthos, data warehouse modernization and Contact Center AI. Continue Reading
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News
14 Feb 2020
Chef partners get new channel program for DevOps tools
Chef revamped its channel strategy and launched a new partner program. The new program addresses inconsistencies in the company's previous partnering approach. Continue Reading