Citrix has revised its channel partner initiative with program updates and incentives that aim to drive new opportunities in the mid-market.
The company says it is introducing a new suggested upfront discount for partner-identified and qualified opportunities, clarifying existing incentives to focus rewards on objective activities, and expanding its marketing development funds to fuel partner growth.
In the past, there was a lot of subjectivity when it came to how, when and why the company recognised partner value, says Kimberly Martin, vice president, worldwide partner sales and strategy at Citrix in a blog.
There was too much grey area and this created confusion and inconsistency in how the rules were applied.
"To clear things up, we are now delineating two key selling functions, the identification and qualification of new opportunities and solution selling into existing and new opportunities."
Citrix is introducing a new Strategic Development Fund for Citrix Solution Advisors (CSAs) and distributors.
The CSA programme, introduced last year, offers nearly 9 000 partners across the globe, simplified certification, adjusted revenue requirements, and incremental benefits and incentives.
The Strategic Development Fund is to be introduced in July 2016 in the Americas and Europe, Middle East and Africa, and will replace existing marketing fund programs and provide partners with funds to drive down the cost of planned and documented marketing activities, says Citrix.
Also, on 9 May, the company will launch the Net New Partner Sourced program to enable CSA, systems integrators and independent software vendor partners to be rewarded for identifying and qualifying new opportunities, especially in the mid-market.
Partners will be eligible an incremental 7% upfront discount on new partner identified and qualified opportunities.
In addition, Citrix is also updating the Citrix Advisor Rewards program with simplified objective processes that reward solution selling activities throughout the sales cycle.
Martin, says the company is focused on helping its partners bring solutions to the mid-market and making Citrix the most profitable vendor on which its partners can build a business.
"We are committed to increasing the value of our partner programs and resources. The changes we're announcing represent a second wave of improvements in 2016 and are designed to promote growth, drive profit and give our partners greater predictability, especially for those partners that invest in their relationship with us and look to target the mid-market."
The company is making everything more objective, putting more emphasis on the front-end and rewarding partners that invest in Citrix because profit is queen, she says.
"Citrix are doubling down on innovation and simplification in 2016. By recommitting ourselves to our core strengths and enabling ground breaking thought in the critical space where we operate, we're making it easier for our partners to win with us, says Martin.
There are a total of 85 partners in SA, comprising 67 solution advisors, 12 solution providers, four systems integrators and two distributors.
Citrix is committed to ensuring the Citrix channel has every opportunity to develop and increase their skills, says McAravey.
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