Citrix has affirmed its commitment to the channel with a new program geared for faster revenue and increased profitability through specialisation.
The new Citrix Solution Advisor (CSA) program will offer the nearly 9000 Citrix Solution Advisors, across the globe, simplified certification, adjusted revenue requirements and new incremental benefits and incentives.
Citrix Specialisations, the cornerstone of the program, will qualify, brand, recommend and reward partners for demonstrated technical competency, end-to-end sales capability and service delivery to customers.
The specialisation program offer partners the opportunity to self-select the technical category that best reflects their current business model.
Partners then add other competencies as their business evolves.
Each track equips partners to acquire technical expertise and best practices for implementation in the areas of virtualisation, mobility management and networking.
According to a company statement, the program is the central pillar of the new Citrix Partner Growth Plan.
This is designed to help partners achieve significant year-over-year revenue growth.
The plan includes three additional pillars, including field and partner collaboration, focused partner enablement across the customer lifecycle, and robust demand generation focused on multi-touch marketing campaigns.
The company will focus on energising collaboration and engagement between our field teams and partners by aligning partners and field sales resources to focus on opportunities in specific customer segments, and simplified and accelerated incentive approvals.
These additional investments are targeted to maximise efficiency of partners at every stage of the sales and services lifecycle from technical skills development, sales execution through to implementation of solutions.
Citrix will help partners identify growth opportunities in target markets and enable them to better plan and execute effective multi-touch marketing campaigns, made available through best-in-class marketing platforms.
The Partner Growth Plan launches on January 13 with the new CSA Program and Specialisations taking effect immediately.
The remaining three pillars will be strategically rolled out over the next 12 months.
Citrix senior vice-president, worldwide sales and services, Carlos Sartorius, said the company continued to innovate, improve and adapt its channel programs as it recognised that channel partners were the driving force behind the company and integral to its overall success.
"Through our new Citrix Solution Advisor program with Specialisations, we are helping partners differentiate themselves from their competition and deliver an outstanding experience for their customers," he said.
"Our new partner sales onboarding process complements our Specialist tracks and will enable our partners to better capitalise on market opportunities."
Citrix vice-president, channels and market development sales, Tom Flink, said the new channel program with Specialisations would help solution advisors drive higher satisfaction, confidence, and loyalty with their customers and, in turn, realise significant year-over-year revenue.
"We will continue to innovate our channel program, tools and resources to ensure that our partners can differentiate themselves and gain a competitive edge in the market," he said.
ESG channel Acceleration director, Kevin Rhone, said solution providers were under intense pressure to transform their businesses now.
"Both sales and services teams must learn to engage in high-level customer conversations around business outcomes, and Citrix’ new CSA program has been developed with this imperative in mind with a focus on Specialist Tracks that are paired with enhanced financial incentives," he said.
"These incremental rewards motivate partner investment in the same technical, sales and services skills that will make partner transformation both faster and more profitable, and ultimately sustainable.
"Sounds a lot like win-win-win to me."