SMB Nation Blog

SMB Nation has been serving the Bainbridge Island area since 2001, providing IT Support such as technical helpdesk support, computer support, and consulting to small and medium-sized businesses.

Expectations of Higher Partner Program Levels

By Pete Engler

Participating in a partner program with a technology vendor opens the door to an important relationship that can be mutually beneficial, particularly when the program is geared for maximum loyalty and sales potential. Most channel programs offer different partner levels to best match a reseller’s interest and capability. Going for the gold, or that highest partner level offered, may seem like the best answer, but it’s important to fully understand both the expectations and the benefits of the higher partner level before making a commitment.

When considering a vendor’s strength as a strategic partner for your business, you want to evaluate several Partner Programfactors, such as their product and technical support reputation; whether the company provides sales and marketing support; financial incentives for selling products and services; and having a thorough and supported distribution channel. Once you have decided to partner with a vendor the relationship is dependent on your commitment level within their partner program. Lower levels typically provide fewer incentives and discounts than higher levels. Deciding to move up to a higher partner level may mean access to more benefits and vendor support, but it also requires that you make a significantly higher monthly or yearly sales commitment.

What can you expect from a higher partner program level? The answer isn’t always the same with every vendor but there are some benefits that are common with most channel programs. The first and possibly the most coveted is more margin. Vendors typically give their higher program level partners more discount due to the higher volume of products sold. Accessing more discount certainly has a positive effect on your profit and competitiveness against other vendors. In turn, that extra margin may also help you continue performing at an increased level of sales which is required to remain at the higher partner level.

Top-tier partners are usually further assisted in the sales process via access to dedicated sales support from the vendor. Top partners routinely will be assisted by an account manager or sales team with sales calls, demos or other sales related support. Leads can also be provided and are typically funneled to top producing partners. Vendor leads are often qualified prior to being distributed, which may translate into a shorter sales cycle for the partner to win the deal.

A vendor’s marketing support is another critical component of partner support. Top-tier programs typically offer dedicated marketing or co-marketing activities in their higher partner levels. Marketing development funds (MDF) may also be available for partners to offset customer acquisition costs. MDF funds may be used toward participation in activities such as trade shows, communications campaigns (email or snail mail), in-person events (lunch and learns, road shows), and many other end-user marketing activities.

Premier technical support is another vendor asset that is often reserved for the highest tier partners. While support exists for all paying customers, if a top producing partner needs an issue worked immediately, vendors can provide these top partners with immediate help. It likely goes without saying that escalated support access is a distinct advantage for the partner if they can resolve their customers’ issues quickly.

For any vendor, feedback from the customer base is essential to maintaining a quality product and service. Partner advisory boards are filled with the top producing partners who provide market and customer insight that is extremely valuable. These partners are often the first to hear about products being developed and the first to be able to test before the products go to market. Advisory council participation allows a partner to shape the product direction in the best way to maximize sales and market leadership.

When reselling products and services, it is always important to choose your vendor carefully. The perks that companies provide top producing partners are invaluable to giving an edge in the marketplace. Using one vendor for each technology solution offered to customers may help in bringing the sales up to a level that will earn a place in the top tiers of vendor partner programs. This loyalty and increased sales volumes will help against competitors in the marketplace and help make closing sales easier.


Pete Engler is the channel marketing manager at Digium, a business communications company based in Huntsville, Ala., that delivers enterprise-class Unified Communications.

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Belkin Announces New Partner Program for SMB Resellers

Belkin Linksys PPYesterday, Belkin International announced the debut of its new PartnerAdvantage Program, a reseller program designed to support the growth of SMB IT Professionals. As many of you remember, Belkin acquired Linksys in March of 2013, and the organization has been able to offer both power management solutions, as well as infrastructure solutions ever since.

I was able to speak with Belkin’s VP of Product Management, Mike Chen, a week ago, and he went into the finer points of this partner program with me, as well as some new product announcements (to be covered in a later blog). To begin, Mr. Chen explained that this new partner program combines the best of both Belkin’s and Linksys’ existing partner programs, and that it is open to all current partners.

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HP Releases Updates to Entry-Level Storage Solutions, Partner Program for SMBs

hpEarly yesterday morning, HP announced a series of new storage systems designed for SMBs. I had the chance to speak with Brad Parks, HP’s senior manager, GTM strategy and messaging, who went over the new storage devices, which have all been wrapped around a program designed for the company’s SMB IT Pro resellers.

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Lenovo Releases Q3 2013 Results, Reports SMB Growth

lenovoLenovo recently announced the results of its third fiscal quarter, which ended December 31, 2013. Harry and I were actually able to speak to Lenovo’s ‎Vice President North America Commercial Channels and SMB, Chris Frey, bright and early this morning, and he gave us the rundown on the record-setting quarter for the company and what it meant for the SMB Channel.

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HP Releases New Desktops, Print Solutions for SMBs

hpEarlier today, HP announced a series of additions to their personal computing device and printing lines to better meet the needs of SMBs. I spoke to Page Murray late last week, who also mentioned that HP has done a major overhaul of their partner program, which can be found here.

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Ipswitch File Transfer Announces New Cloud Referral Program

ipswitchThis morning, Ipswitch File Transfer announced the debut of a new partner referral program aimed at helping resellers expand their cloud offerings. The company released a cloud-based version of their MOVEit solution, a secure managed file program, which is the main focus of the new referral program.

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GFI Software Introduces New Cloud Partner Program

gfi logoEarlier this week, GFI Software announced the premiere of a new channel partner program focused on helping current and prospective partners better understand the company’s cloud-based solutions. This program will be running from now until November 2013, and will feature a new aspect of the GFI Cloud solution each month.

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eFolder Offering Partners 1,000 Bucks for Every new Referral

efoldereFolder told us today that it has established its new eFolder Partner Referral Program, which aims to reward its partners with $1000 for every successful referral. 


The program was created as a result of eFolder, with the guidance of its Partner Council, implementing a system that is designed to eliminate the frustrations and barriers that often come with vendor-imposed referral programs.

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independenceIT Launches “iIT University” for Channel Partners

iIT logoThis morning, independenceIT announced the release of their new sales and marketing program for channel partners. The iIT University is a three-tiered program designed to enable members of the company’s Partner Program to add cloud services to their current portfolio.

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Zetta.net Announces New Lead Generation Program and Management Console for MSPs

Zetta LogoYesterday, Zetta.net, a California-based backup and disaster recovery services provider, released news of a new lead generation and marketing program, as well as the addition of an MSP-specific management console for their DataProtect solution. These additions are designed to help SMB MSPs who are looking to update their marketing model and/or move away from application-based systems.

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CA Technologies Updates Global Partner Program

CA Logo 1-webYesterday, CA Technologies announced that they have added enhancements to their CA Global Partner Program. These enhancements will ensure better support for partners who are starting to offer hybrid solutions to their clients.

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Rackspace Announces Plans to Create New Global Cloud Network Program

Rackspace logoToday, Rackspace Hosting announced plans for a global program designed to help the company expand the reach of their cloud network. In this program, Rackspace would build and run public clouds on their OpenStack system for service providers.

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Logicalis Launches New Program for NorAm MSPs

Logicalis LogoYesterday, Logicalis announced the release of a new partner program aimed at helping SMB MSPs get marketing, expertise, and tech opportunities to make their businesses grow. The M.E.E.T., or MSP Expert Extension Team, program draws on five major areas to assist the SMB MSP.

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