Channel Score Card 2024

Channel partners play a vital role in the growth and success of corporations. They act as an extension of the company's sales and distribution network, leveraging their expertise, resources, and relationships to reach customers and markets that might otherwise be difficult to access directly.

By collaborating with channel partners, corporations can expand their reach, penetrate new markets, and drive sales more efficiently. The relationship between corporates and their channel partners is symbiotic, benefiting both parties by maximizing market coverage and customer satisfaction.

Additionally, distributors and value-added distributors (VADs) play a significant role in the overall growth strategy of corporations. They act as intermediaries between the OEMs/vendors and the end customers, providing services such as warehousing, logistics, credit facilities, technical support, and market intelligence.

The channel scorecard can indeed be a powerful tool for enhancing transparency and understanding between corporates and their channel partners. By systematically evaluating key performance indicators (KPIs) and provide clear insights into the needs, expectations of the channel partners.

"Make in India" presents a significant opportunity for both technology partners and OEMs (Original Equipment Manufacturers) alike. The Indian government plans to restrict imports of IT hardware components worth billions of dollars from China in an effort to boost local sourcing.

With the implementation of a production-linked incentive scheme for IT hardware and an import management system, the government aims to create a stronger manufacturing ecosystem for devices and servers in India.

The ambition of the government wants a stronger and credible ecosystem for device and server manufacturing in the country, in line with the relative success seen in smartphones. 

The scorecard survey finds that, there is a shift in focus towards Cyber Security, AI, Gen AI, Cloud Computing, and Cloud Repatriation by distributors and sub-distributors reflects the evolving landscape of technology and the growing demand for solutions in these areas. These technologies are at the forefront of innovation and are critical for addressing modern challenges in various industries.

The major distributors including Ingram Micro, Redington, Savex Technologies have been positioned as the top three players in the distribution space, while distribution majors including Tech Data, RP tech, Supertron, Inflow, iValue Beetel, and IRIS Global have been very aggressive in promoting various offerings to the channel from cloud to security as services for enabling digital transformation for industries.

We have witnessed a significant evolution in the technology landscape, with a heightened focus on areas such as Cybersecurity and Data Privacy. Value-Added Distributors (VADs) play a crucial role in complementing the Cybersecurity and Data Privacy sector. To complement the growth these 10 VADs including Crayon Software Experts, RAH Infotech, M Tech, Exclusive Networks, Technobind, Netpoleons, Texonic , Acceron, Satcom and Supertron VAD have increased their footprints.

Methodology of the Channel Scorecard

The survey sample focuses on partners and VARs directly involved in the partner ecosystem. The report doesn't include the sales generated through direct deal by the inside sales team of the corporates (certain corporates claim that they are 100% Partner focused company, which is untrue) and sales that happened from various e-commerce sites in India.

The insights from the Channel Scorecard report shed light on some interesting strategies adopted by vendors, distributors, and partners in the technology ecosystem. The Channel Scorecard report highlights the dynamic nature of the technology ecosystem, where stakeholders employ various strategies to optimize inventory management, expand market reach, and drive business growth. The report uncovers, VARs and  partners have opened a separate entity for expanding their business. In some cases they clear their inventories by offering lucrative offers.

Technology adoption helps partners take data-driven decisions

“At Zoho Corp, we extend access to our strategic partners and VARs on all our product offerings for their internal consumption. Given the breadth and depth of products we offer in both business applications and IT infrastructure management, it helps our partners to manage their day-to-day operations effectively, build expertise on our products and in turn support our customers better. Additionally, technology adoption also helps them make data-driven decisions, which effectively helps them build right go-to market strategies and grow their business.

More than 50% of our business is driven through our partner ecosystem. Given the range of products we offer - from IT Service management, Unified Endpoint Management and IT Security, our partners play a very crucial role in delivering professional services like onboarding/implementing assistance, post-sales technical support ensuring the products are deployed effectively meeting the business expectations of our customers. Having the right product & domain expertise helps our partners expand into the account for up-sell and cross-sell revenue by extending the value proposition to customers on the tools & technologies they deploy.  We take a proactive approach when it comes to communicating our business plan, go-to market strategies etc, with our partner ecosystem, so that they can also align their business goals accordingly. We also build the ecosystem complementing each other in technical capabilities like one with cybersecurity & other with IT service management which helps to be connected within the ecosystem.”

ViewsSonic and its partners work towards expanding its position in the monitor market

“ViewSonic aims to improve alliances, increase sales, and expand its position in the Indian monitor market, focusing on capitalizing on market growth opportunities and emphasising committing to doubling growth within a specific timeframe. This vision is a cohesive factor for channel partners and stakeholders, guiding them towards a shared objective of expanding and achieving success. ViewSonic offers a partner digital platform, serving as a centralized hub where partners can access exclusive information, marketing materials, key resources, and other tools essential for details and business success. The digital partner platform helps to achieve comprehensive goals for brand and partner. ViewSonic recognizes the significance of its Partner Program, viewing it as crucial for driving business growth, expanding market reach, harnessing complementary expertise, offering cost-effective expansion avenues, enhancing customer trust through reputable collaborations, and fostering innovation by amalgamating diverse resources. ViewSonic offers some partner programs to boost the business and growth for brand and partners such as regular Partner training programs are conducted in tier 2 and 3 cities, aiming to equip partners with comprehensive product details to effectively pitch the right products. ViewSonic caters to customers and partners across categories and segments in India. It is one of the only brands with the widest range of product portfolios. Our partner portal enhances transparency by showcasing offerings and schemes, as the brand aims to build trust and strengthen relationships with both customers and partners.”

iValue stays ahead of the curve by helping partners capitalize on latest market trends

“At iValue, our extensive partner network, spanning over 900+ partners, 75+ OEMs, and 5 countries across 3 continents, provides unrivalled access to the SAARC and SEA B2B markets, enabling our partners to leverage our global reach and local presence. We ensure a seamless channel management system through a combination of:

More than 10 dedicated partner enablement programs per month through various OEMs
Collaborative partner engagement, through partner driven customer events for increased mind share
Regional partner support teams, to ensure continuous engagement focusing on the solution-based business needs of the specific region.

“At iValue, we are committed to empowering our partners to unlock new business opportunities and revenue streams through our comprehensive solution portfolio and tailored offering alignment. Our iV-CoE (Innovation Hub) provides a diverse range of solutions spanning cybersecurity, cloud security, data privacy, risk and compliance, data center infrastructure, application transformation, and hybrid cloud offerings. We collaborate closely with our partners, leveraging our extensive network of over 75+ OEMs, to tailor the right mix of solutions that align with their target markets and customer pain points. Through our flexible financing options, co-marketing initiatives, and tailored enablement programs, we empower partners to differentiate themselves in the market, attract new customers, and drive sustainable revenue growth.”

Seagate boasts of a comprehensive strategy for fair and transparent partnerships

"Seagate offers extensive support to our partners and VARs, gauging their engagement and success through diverse metrics such as participation in training, seminars, trade shows, and events. Additionally, we track sales growth and network expansion, using these insights to refine strategies and enhance partner support. The Partner Program at Seagate is crucial to our business growth, strengthening our alliances with channel partners and distributors. By focusing on profitability and maintaining a solid return on investment for our partners, we ensure mutual success. Our commitment is to continuously enhance and expand our partner network, equipping them with the necessary tools and resources for sustainable business growth.

Seagate employs a comprehensive strategy for fair and transparent partnerships, emphasising clear communication and seamless collaboration. This includes extensive training, co-marketing programs, and regular updates on product knowledge and technology. The Seagate SkyHawk Partner App plays a crucial role in real-time communication, providing partners with essential information such as storage needs and warranty services, ensuring a thriving partner ecosystem."

Hitachi Vantara commits to cultivating mutually beneficial partnerships 

“Hitachi Vantara introduced the groundbreaking partner program in India. This unique initiative complements Hitachi Vantara’s existing Centre of Excellence capabilities worldwide and underscores our dedication to fostering our partners’ business growth. By equipping our focused partners with Hitachi Virtual Storage Platform machines at their own locations, along with robust sales and marketing support, we empower them to serve customers more effectively in refreshing, upgrading, and innovating their data infrastructure solutions. This program highlights the significance of India to Hitachi Vantara and demonstrates our commitment to cultivating mutually beneficial partnerships while driving sales growth collaboratively with our partners.

To support partners in their commercial acceleration, Hitachi Vantara recently announced the launch of its partner program to provide product showcase machines of the Hitachi Virtual Storage Platform (VSP) E590 device for selected partners in India. With Hitachi VSP E590 machines installed at their own sites, partners can now deliver quicker Centre of Excellence (COE) capabilities to their local customers, including the ability to conduct Proof of Concepts (POCs) on customers’ unique solutions, validated with on-site customer data, and increase the number of workshops conducted. In addition to machine investments totalling more than $200,000 (USD), Hitachi Vantara is providing marketing and sales support to drive awareness for the showcase and demonstration program at the partner sites, including setting up standees at the partner locations, social media promotions on LinkedIn, and deploying Hitachi Vantara sales representatives to support lead generation and increase awareness.”

Partners are a crucial asset to SAS contributing to its joint success 

“The SAS Partner Program is tailored to meet the ever-growing needs for partners to be successful together with SAS. It provides partners with support across the lifecycle of partner engagement which involves partner recruitment, onboarding, enablement, engagement, and governance. The SAS Partner Program helps with joint business planning to drive mutual goals, provides marketing support to drive demand generation and enables partners with access to the latest technologies at SAS. Our partners are at the center of core GTM initiatives. We provide them with robust tools to help accelerate sales, such as SAS PartnerNet, a dedicated portal for our partners that provides one-stop access to SAS resources like enablement resources, marketing assets and opportunity management workflow.

Our SAS Partner Program is crucial for expanding reach by enabling us to leverage the network, expertise, and resources of partners to access new markets and customer segments. This broad market exposure is often challenging to achieve independently, and partnerships provide a strategic gateway to tap into uncharted territories. By working with partners, we can enhance market penetration, acquire new clients, and ultimately increase revenue. The SAS Partner Program is built around providing the right tools for partners to build business plans that drive strong GTM strategies along with building professional competency on SAS products/solutions, which lead to a competitive advantage in the market for sustained business growth. We believe each partner brings unique capabilities and assets which contribute to our joint success and differentiates us in the market.” 

Profitable growth for partners is a strategic priority for HPE

“At HPE, our focus is on helping our partners reimagine and redefine their daily operations, unlock value, and accelerate digital transformation. Recognizing the challenges many businesses face in keeping up with digital transformation, we prioritize digitally empowering our partners and VARs.  We see our channel partners as an extension of our own sales force.

Our channel partners associate with HPE for three very good reasons- enhance customer base, increase market share, and speed revenue growth. And they in return offer their expertise, resources, and capabilities, which help us provide comprehensive solutions to our customers. We equip our partners with the necessary tools, processes, and resources to develop and market products that drive business success. This includes access to our cutting-edge technology for product testing and verification, as well as opportunities to showcase their products at HPE events and conferences. Additionally, we collaborate on customized marketing plans to access new markets and sales opportunities.

Our initiatives like HPE Sales Pro is a one-stop for sales enablement training to help master selling skills, deepen portfolio knowledge, gain more opportunities and bigger wins. It helps our partners understand how HPE’s solutions align with and meet their customer’s business objectives. With the HPE Technology Partner Program, we enable Independent Software Vendors (ISVs) and Independent Hardware Vendors (IHVs) to design, test, and market products that integrate seamlessly with HPE technology. Our ultimate goal is for customers to know that partner competency is end-to-end including technical, sales, solutions, and industry.”

Partner programs serve as a very important pillar of B2B marketing strategy

“We are digitally empowering partners and value added resellers through various initiatives. We are adding value by providing support and guidance to partners about how to promote their business on the digital platforms (i.e. website, social media, etc.).  We help the core objective is to create awareness about the products and solutions. We help them to identify the prospects and generate new leads.

The partner programs are of prime importance in the B2B partner ecosystem and the channel partners in the security market are the key beneficiaries of Partner Programs. These programs create real benefits for the partners to face the competition in the market by various on ground and online initiatives.

The partner programs are a very important pillar of B2B marketing strategy, they are the key initiatives that drive the business growth. Building a successful B2B partner program hinges on thoughtful strategy and execution. By doing these tips, you lay the groundwork for a thriving ecosystem. Embrace these pillars, and watch as your B2B partner program transforms into a powerful engine for business growth and enduring partnerships.

We are committed to a fair and transparent partnership model, which is an essential element in our business relationship with the ecosystem partners. We take all the necessary steps to ensure best practices are followed. The partner ecosystem is our biggest asset and with a keen eye on future trends, we are expanding its footprints by nurturing it along the business.”

Ingram Micro’s digital collaboration with partners helps them leverage insights and avail services

“The rapidly evolving tech landscape calls for some immediate actions that we must take to digitally empower our partners and Value-Added Resellers. We have taken multiple steps to empower our partners and VARs across India digitally, and our core focus has always been on education, enablement, collaboration and support to empower partners for the digital revolution.

The first step towards digital empowerment is to create the digital mindset among partners and help them analyze the opportunities in the digital sphere. Then, we focus on digital empowerment, and that’s where our digital ecosystem – Ingram Micro Xvantage – becomes a game changer for our partners. This platform empowers our partners to learn, partner, build, manage, and buy technology-led products, services and solutions digitally. It completely redefines the way partners interact and transact with us. Our digital collaboration with partners helps them leverage insights and avail the services, such as Cloud Services, Managed Services, Professional Services, etc. to meet the requirements of end customers effectively. Our Financial Services play a significant role in enhancing the technology buying capabilities of our partners without bearing any huge upfront costs. These digital empowerment strategies have helped our partners extensively to excel in the digital age. We rely on Partner Programs to achieve multiple long-term objectives such as improved business growth, stronger market presence, enhanced sales, or even maintaining a viable track record. Our partner programs also help us gain exposure to a wider range of target audience and enhance our brand visibility.”

Partner program is central to ESDS’ business growth strategy

“ESDS is providing partners and VARs with a comprehensive set of digital tools and resources, aimed at boosting their capabilities and productivity. Through access to cutting-edge technology solutions, top-notch training programs, and tailored marketing assistance, our partners can deliver increased value to their customers. Our digital platforms streamline order management, lead generation, and customer support processes, fostering seamless collaboration and communication. Committed to ongoing innovation and collaboration, we are dedicated to empowering our partners to thrive in the constantly changing market landscape.

Central to our business growth strategy is our Partner Program. Leveraging the expertise and networks of our partners, we extend our market presence and enhance our sales and service capabilities. This strategic collaboration spans various industry sectors and geographic regions, facilitating increased market penetration and accelerated revenue growth. Through joint marketing efforts, co-selling opportunities, and collaborative product development, we foster strong and enduring partnerships. The Partner Program empowers us to swiftly adapt and innovate, meeting the evolving needs and demands of our customers and the market.

To create a thriving and interconnected ecosystem, the partnership model should be fair and transparent, which entails the following steps: establishing clear selection criteria for partners that correspond to our values, goals, and target markets; developing transparent partnership terms that are governed by rules of revenue sharing, incentives, and obligations to ensure trust and accountability; prioritizing open communication and offering constant updates and feedback opportunities to partners; implementing thorough training and support programs to enable partners with necessary knowledge and resources.”

Transition to AI and digital will remain a top priority for the Genesys partner community 

“Partners are fundamental to the Genesys business and growth strategy. We have built an ecosystem around Experience as a Service; our vision to help organisations orchestrate seamless experiences through the coordination of technology, interactions and touchpoints across the end-to-end customer journey. To deliver on that value proposition, we run an advanced and mature partner program called Genesys Ascend which defines the framework for our entire partner ecosystem with the key objective of empowering partners to differentiate and broaden their commercial path for success. The Ascend partner program aligns credentials, performance criteria, and rewards with the "Land and Expand" theme in our SaaS Go-To-Market strategy. From a "Land" perspective, we offer partner incentives tied to Artificial Intelligence/Digital sales accreditation, business growth, and deal registrations. From an "Expand" viewpoint, incentives are tied to adoption services, SaaS renewals, and technical certifications. The goal is to align partner incentives to emphasise SaaS value creation and business outcomes – thus, equipping partners to capture incremental value.

From a Genesys standpoint, we focus on building an ecosystem of partners, including both transacting and non-transacting partners. Partner profitability is a high priority for us, and we enable our partners to realise more value. Our goal is to help our partners establish a long-term, predictable, profitable business without compromising on customer success. For our partner community, the ongoing transition to AI and digital will remain a top priority as we jointly deliver on the principle of orchestrating individualised and empathetic experiences at every consumer touchpoint.” 

CP Plus’s approach to empowering partners is centered on collaboration and innovation 

“Recognizing the vital role that our channel ecosystem plays in expanding footprint, we have implemented several initiatives to accelerate digital transformation among our partners and VARs. One of our primary focuses has been on streamlining and enhancing the partner experience through our go-to-market strategies. We have established CP PLUS Galaxy Stores in collaboration with local distributors across the country. These stores serve as hubs for showcasing state-of-the-art solutions, making them readily available even in the remotest towns of India. Over the past year, we have launched dozens of CP PLUS Galaxy Stores.

In addition to physical stores, we have also invested significantly in online initiatives to support our partners. We understand the importance of digital platforms in today's business landscape. Therefore, we have developed dedicated partner portals, focused apps, and other service support endeavors to empower our partners digitally. Our commitment to promoting growth and prioritizing our partners is evident in the design of our partnership model. We ensure that our partnership model is built on principles of fairness and transparency.

When designing our partnership model, we undertake several key steps to create a thriving and connected ecosystem. Firstly, we conduct thorough market research to understand the needs and challenges of our partners and VARs. Secondly, we engage in open communication with our partners to gather feedback and insights continuously. Thirdly, with the help of our Mission Tech programme we provide comprehensive training and support to our partners to empower them with the knowledge and skills needed to succeed in today's competitive market.”

Channel partners are essential assets to Western Digital’s business strategy 

“Effective engagement with our channel partners is vital for our success, particularly in today's digital environment. To support them, we provide various initiatives such as TechTalk, an app-based training module, and leverage WhatsApp Business for disseminating information and education on new products. At Western Digital, we are dedicated to fostering a strong brand-distributor relationship through proactive communication, relevant training sessions, and incentivized campaigns. Our strategy revolves around education, reward, and engagement, ensuring that our partners are well-equipped to meet the evolving demands of clients and market trends. Additionally, we offer incentive programs like the SanDisk League of Heroes and provide digital toolkits containing product collateral and social media resources, aimed at supporting our partners in the digital landscape.
Partner programs hold a pivotal role within organizations, and Western Digital acknowledges their strategic importance. Our program fosters a collaborative ecosystem, equipping our partners with the necessary resources, tools, and support to effectively market and distribute our innovative solutions. By leveraging their market insights and expertise, we unlock new customer segments, enhance overall customer experiences, and tailor storage solutions to ever-evolving market needs.

We take pride in running one of the industry's most robust and successful partner programs. We continually redefine our approach to collaborating with our partners, and the results are clearly visible across our partner network. To facilitate transparent and direct communication, we have embraced the WhatsApp Business platform within our "My WD" program. Moreover, for the IT channel, with a focus on SSDs, a similar platform has been developed.” 

InstaSafe believes in a digitally empowered channel ecosystem 

“In the dynamic landscape of technology distribution, Value-Added resellers (VARs) play a pivotal role as intermediaries between OEMs like us and end-users. We as a team believe that an empowered channel eco system can contribute to our mutual success. Since the last fiscal, our primary focus has been towards our channel partners and distributors. We are working with the channel ecosystem more closely and this helped us connect with a good mix of new and existing VARs who are pretty excited to work with us.

When InstaSafe onboards a partner, they become an extended part of our team. Our simplified and streamlined onboarding and deal registration processes are very well accepted by our channel partners. InstaSafe’s crucial responsibility is empowering VARs to maximize their potential in the market. By fostering strong relationships, constant support, and aligning win-win situations for both. Our partners have been integral to our journey so far, however we recognize the need to diversify and expand our network. Strategic partnerships enable us to tap into new markets, reach untapped customer segments, and leverage the expertise of industry leaders.

We are now aggressively designing training programs that can help equip VARs with the knowledge and skills needed to effectively market, sell, and support our products. Access to our resources such as webinars and documentation, Regular updates on product features and market trends keep VARs competitive and confident in their offerings. By combining our strengths with those of our partners, we can develop innovative solutions that address the evolving needs of our customers.”

For Optoma, channel partners serve as the backbone of its operations 

“Optoma’s position as a leader in the Indian projector market owes much to our robust network of channel partners. These partners serve as the backbone of our operations, contributing significantly to our growth trajectory. Our Channel partners act as our extended arms, reaching out to diverse customer segments across India. Their local presence and established relationships allow us to penetrate markets that might otherwise be challenging to access directly. Our partners are our brand ambassadors. Their endorsement and advocacy play a crucial role in building Optoma’s reputation. When partners believe in our products, they convey that confidence to customers, reinforcing our brand image.

Optoma recognizes the critical role of digital empowerment in supporting our partners and value-added resellers (VARs). We leverage digital tools, including social media and smartphone applications like WhatsApp, to empower our partners.  Optoma actively maintains a strong presence on social media platforms such as Facebook, Twitter, LinkedIn, and Instagram. We share product updates, success stories, and industry insights, ensuring that our partners stay informed about our offerings. Social media platforms serve as virtual meeting points. We engage with partners, encourage discussions, and foster collaboration. Partners can connect with us, share their experiences, and learn from each other. Optoma invests in educating and empowering our partners. We provide training sessions, product knowledge, and insights into industry trends. Informed partners can effectively communicate Optoma’s value proposition to customers. Our channel partner program is not just about sales; it’s about building lasting relationships, and mutual growth.” 

Kaspersky tailors its program to meet every partner’s specific business needs

“Kaspersky has a very well-defined partner program called the United Partner Program. Under Kaspersky United, our partners get access to a dedicated partner portal with integrated tools that they need to business with us. We offer flexible license management tools to our MSPs and MSSPs. We have set up single sign-on Kaspersky Order Management portal to enable our partners to order and manage their customer subscriptions. The tools in this portal help our partners increase revenue by recommending upgrades, analyze license usage and find new upsell opportunities.

We have recently updated the Kaspersky United Partner Program to address Kaspersky partners at various levels according to their business model. Through our updated partner program, we are able to offer differentiated benefits, including extended technical and marketing support. We now offer partner specific rebate programs, so that they can maximize returns. This helps us to strengthen Kaspersky's B2B, Managed Services Provider (MSP) and Managed Security Services Partner (MSSP) business in the market. In the new approach, the program is now divided into four business model-focused streams: Sell, Deploy, Manage, and Build. Each of the streams focus on a specific type of business partner.

With the rapid digitalisation in recent years, our updated partner program plays an essential role in supporting our commitment to increase cyber immunity among businesses especially in rapidly developing cities in India. We also offer collaborative and rewarding business opportunities. When any company becomes our channel partner, they get the Kaspersky onboarding kit, which lets the partner onboard employees rapidly through a structured, automated process.” 

Pure Storage to support partners’ business growth in the as-a-Service era 

“Pure Storage continuously improves the Partner Program in line with partner feedback, customer needs, and our company's strategy to empower partners to achieve quicker, smarter, and more innovative business outcomes. We firmly believe that the success of our partners and customers is intricately linked to our own success. We recently unveiled a series of new updates, incentives and offerings for delivering subscriptions entirely through the channel. The newly launched Partner intelligence dashboard gives our Partners visibility into all of their engagements with Pure Storage and customers from current business and pipeline, as well as guided proactive recommendations on upgrade/upsell/renewal opportunities. We also simplified auditing and reporting by making updates to our Salesforce reporting experience, Partner dashboard, and recruiting & onboarding tools, enabling partners with a more cohesive experience across the platform.

Pure Storage has been 100 percent channel-led since its founding, and we recognize the pivotal roles our partners play in delivering innovative storage solutions to customers worldwide. Over the last year, we have made Pure Storage's robust partner programme even more focused on our partner community. The ability to adapt to the subscription economy is increasingly defining the success of businesses across industries. In fact, subscription services now account for nearly half of Pure Storage’s revenue. We focused on enabling and empowering our partners with data and tools. We have worked closely with partners to support their increased use of our subscription portfolio. Pure Storage is therefore uniquely positioned to support partners’ business growth in the as-a-Service era.”

Partner Program fosters a mutually beneficial ecosystem for IceWarp’s partners 

“To digitally empower our partners and VARs, IceWarp implements a multifaceted approach. This includes comprehensive training programs. We already empower our partners with marketing support through co-branded materials and incentive programs to drive promotion efforts. Our Technical support and enablement ensure partners can effectively implement and support IceWarp solutions on ground. We are also working on provisioning an accessible online portal for resources and collaboration, and sales enablement tools like CRM systems and automation platforms to help partners support the customers effectively on ground. The Partner Program is crucial for our organization's business growth strategy. By collaborating with partners and VARs, we extend our reach into diverse markets, tap into specialized expertise, and leverage existing relationships to drive sales and expand our customer base. Partnerships allow us to scale more efficiently, penetrate new segments, and deliver greater value to customers through complementary offerings and tailored solutions. Furthermore, our Partner Program fosters a mutually beneficial ecosystem where partners are incentivized to actively promote and sell our products or services, fueling revenue growth and market penetration. Overall, the Partner Program plays a pivotal role in accelerating our business growth trajectory and strengthening our position in the marketplace. Designing a fair and transparent partnership model is fundamental to creating a thriving and connected ecosystem. Our key steps include identifying mutual goals, defining clear expectations, and establishing equitable incentives that reward performance. Open communication channels are crucial, fostering collaboration, feedback, and issue resolution.” 

CommScope is committed to keeping partners in sync with latest technological developments 

“CommScope has a 360-degree approach towards empowering our partners. Our major pillars of digital empowerment are around availability of globally standard technical documentations and design tools on our platforms for registered/authorized partners. This enables our VARs to design and deliver projects and solutions that can be scaled seamlessly as the technology needs of our mutual customers continue to evolve. Additionally, CommScope makes available to registered and authorized partners training across multiple networks and data center related technologies. CommScope is committed to continuously enabling technology in the network infrastructure space and keeping our partners in sync with the latest technological developments.

At CommScope, we believe that a strong collaboration with our partners is the best way to bring essential solutions to the forefront of an evolving Indian market and for a new breed of digitally savvy customers. Our PartnerPRO Network forms the foundation of this association by featuring an exclusive global network of experts designed to help partners discover new revenue opportunities. The network consists of CommScope-authorized local distributors, solution providers, consultants and alliance partners that are trained to provide local insights, which puts our high-performance solutions to work. Extensive guidance and access to resources for partners are also included as part of the PartnerPRO program, to elevate their marketing and technical expertise, and build trusted and mutually profitable relationships. Additionally, CommScope’s RUCKUS has its own dedicated Partner Program that provides valuable benefits to help channel partners compete, succeed and grow their own businesses.”

Dell dedicated to digitally empowering its partners and VARs  

“At Dell, we are dedicated to digitally empowering our partners and Value-Added Resellers (VARs). We provide them the technology, expertise and support they need to drive profitable growth and success. In the 2024 Dell Technologies Partner Program, we are investing in key growth areas such as Data Science & AI, Edge Solutions, and Sustainability & ESG. These new competencies validate partners' expertise in emerging technologies and enable them to capitalize on market opportunities, such as the growing demand for AI-driven solutions and sustainable IT practices. Besides, we are also investing in new market opportunities by launching three new competencies - Data Science & AI, Edge Solutions, and Sustainability & ESG. These competencies aim to equip partners with the expertise needed to capitalize on emerging market trends and address evolving customer needs.

With a focus on seizing emerging opportunities and delivering value to customers, Dell is poised for continued success in the dynamic landscape of technology. We are modernizing the online experience by expanding digital connectivity, providing partners with self-serve capabilities to reduce touch from configure to order and empowering them with future-ready tools to help unlock profit potential.

Partners are critical to Dell’s success. In 2023 our partners contributed approximately 50% of our net revenue and more than 60% of all new and reactivated buyers. With this foundation of strong partnerships, we have an opportunity to further grow and modernize the core business in the year to come.” 

Partner program is the core of Securonix’s growth strategy  

“In the face of evolving technologies, Securonix is currently revamping the global channel program, with the aim of introducing certification and training programs for various channel partners to empower them. By implementing these measures, we aim to strengthen our extended enterprise network and improve the ability of our partners to effectively use our technology. Most of these training and courses are available for free on the website which makes it accessible to all. There are also paid instructor-led training programs. Partners can acquire the necessary skills and get certified, which can help them confidently support their customers. By equipping our partners with the necessary skills, we can ensure they are capable of adapting to the changing needs of our customers and delivering exceptional results.

Partner program is the core of our growth strategy and hence it is a crucial aspect of our business. Currently, approximately 64% of our global revenue originates from channel partnerships, encompassing MSSPs, VARs, and OEMs. Our objective is to further increase this proportion, potentially reaching up to 80% within the next couple of years. We are also eyeing a greater market share and for that we are engaging with strategic channel partners.  While we have made notable progress with MSSPs and mid-market value-added resellers, there are other channels that we have yet to fully utilize. We recently introduced CyberOps which comprises the defenses and weapons needed by SOC to stave off the next-generation of cyber threats.”

Exclusive Networks excels in creating a fair and transparent partnership model  

“Exclusive Networks empowers its partners with a multi-faceted approach involving comprehensive training with certifications, ensuring access to the most advanced tools, facilitating digital platforms for collaboration, offering incentive programs, strategic business planning and continuous innovation with Product updates. By investing in these areas, we aim to build a robust and proactive partner ecosystem capable of adapting to the digital transformation and succeeding in this competitive market.

Exclusive Networks believes that a well-structured Partner Program is very essential for driving business growth as it extends our market reach by enhancing scalability, leveraging market expertise by improving customer satisfaction which increases brand visibility, reduces costs and fosters innovation providing a competitive edge. We invest in building and nurturing our partner ecosystem by positioning it to succeed in today's digital landscape.

Exclusive Networks has excelled in creating a fair and transparent partnership model which involves careful planning with clear objectives, open communication, mutual respect and a commitment to our shared goals. With these steps, we have succeeded in building a thriving ecosystem that not only drives business growth but also enhances our capabilities and satisfaction of every partner involved in our business.” 

Sophos recognizes the central role of partners in its go-to-market strategy   

“At Sophos, we endeavor to digitally empower our partners and value-added resellers through initiatives such as Partner Care. This program offers a dedicated 24-hour, 7-day-a-week support team for non-sales inquiries, streamlining administrative tasks and allowing partners to concentrate their efforts on sales activities. Additionally, we furnish our partners with real-time and historical threat intelligence from our Sophos X-Ops unit, enabling them to address customer concerns regarding the latest cyber threats with confidence.  We also collaborate with strategic partners to introduce comprehensive vulnerability and attack surface management services, combining our expertise with advanced technology. This collaboration equips partners with tools to identify and prioritize the remediation of vulnerabilities in customer environments, enhancing their ability to provide proactive security solutions.

Through these digital initiatives and partnerships, we empower our partners and value-added resellers to better serve their customers and maintain a competitive edge in the ever-evolving cybersecurity landscape. Our Partner Program is crucial for us at Sophos in driving business growth, as it aligns with our channel-first approach and underscores our commitment to supporting partners. We recognize the central role of partners in our go-to-market strategy, shaping our products and services to enable them to effectively address customer security concerns and enhance profitability. Additionally, our strategic partnerships further extend the program's capabilities, enabling partners to offer comprehensive security solutions to customers. Thus, our Partner Program serves as a cornerstone for us, driving collaboration, innovation, and sustained business growth through our channel ecosystem.” 

Partner Program serves as a vital stimulus for Veeam's business growth

“Veeam's commitment to digitally empowering partners and VARs is evident through its established service provider programs, which offer a streamlined pathway for VARs and MSPs to deliver customer outcomes in an "as a service" model. By joining these programs, partners gain access to a wealth of resources and support, enabling them to promptly enter the market with Veeam-powered solutions, expanding their service offerings, and enhancing their competitive edge. Moreover, Veeam's strategic investment in SaaS technology, Microsoft 365, and Salesforce provides partners with unparalleled up-sell and cross-sell opportunities, enabling them to grow their businesses and stay ahead in the digital landscape. Also, the advanced Veeam ProPartner network provides enhanced sales and technical training aligned to competencies that enable partners to differentiate through expertise in Cybersecurity and Disaster Recovery, SaaS, Kubernetes data protection and Public Cloud solutions. The Partner Program serves as a vital stimulus for Veeam's business growth, particularly in India where our channel is an important part of our go to market strategy. Veeam facilitates business continuity for its clientele with its dedication to ensuring uninterrupted access to data and applications across diverse cloud infrastructures. Our scalable partner ecosystem plays a key role in extending our reach across varied markets, including Tier 1, Tier 2, and Tier 3, as well as diverse industry verticals. What distinguishes Veeam is our commitment to more than just the transactional facets of partnership. We prioritize the protection and fair treatment of our partners, ensuring equitable revenue sharing and rewards.”