Partnership For Benefit
DataQuest|June 2019
Partnership For Benefit

Leading examples of how the channel programmes in various IT categories are evolving

Dr. Archana Verma

Marketing partners form the axle around whom the IT industry rotates. Most of the IT products, solutions and services are sold through the marketing partners of the IT companies. Very few of the IT products are sold directly to the end-clinets. Because of this, IT companies take great care of their marketing partners. ey provide them incentives and give them training from time to time, so that they remain updated with the fast changing world of technology and remain motivated to continue marketing the products of the company. ey also hold events where they reward their best performing partners. In the following passages we present some of the incentives for marketing partners that are available with some major IT companies.

Trend Micro has an elaborate partnership programme, which it has categorised according to the nature and domain of activities involved. Its Cloud Service Programme involves providing security solutions along with cloud migration and storage, in addition to managing IT services related to a public cloud. Its security solutions can be implemented while managing cloud-related services.

In order to facilitate the CSP marketing, Trend Micro offers financial incentives to its CSPs, which include consumption-based pricing, which is more profitable with increasing consumption by the end-client. Another advantage the CSPs have is to be able to avail MDF, or te senior executives from Trend Micro and participate in press opportunities, speaking opportunities and award submissions. They also get support for holding webinar, events and conferences.

“A good amount of rebate is already being disbursed to channel representatives who have registered to our TrendSetter Channel Rewards programme. It is highly beneficial for the resellers, as it helps them grow their business with us. With continuous effort in developing the channel partners across the country, we are in the process of finalising more channel initiatives to excite the channel community.”

— Tom Cheeran,

Head, Channel Business,


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June 2019