Software publisher, Adobe Systems, has made some significant changes to its partner program to provide preferential treatment to skilled partners.
Channel sales manager, Craig McGregor, said the company had put a lot of effort into conducting surveys and talking to partners to understand what they needed to grow their Adobe business.
"The feedback we got from our channel was that we needed to become a bit more structured in our partner relationships. We want to make sure partners that are investing in Adobe know that Adobe will continue to invest in them," he said.
The vendor has introduced a two-tier channel program - gold and silver - which aims to recognise and reward key partners, McGregor said.
"There are different requirements for each level and different rewards for each tier," he said.
To qualify for each level, partners need to meet training and revenue-based requirements as well as execute joint business and marketing plans. Both tiers can access formalised online training content.
"One of the big things we have done in the program is build sales certifications, training requirements and tools using our own technology with Acrobat Connect to drive the ability for partners to capture those requirements," McGregor said.
Adobe partners will also be able to provision the vendor's software for internal use, receive preferential treatment in its lead generation program, and access marketing development funds and rebates.
McGregor said he would like to have about 50-70 gold or silver partners in the program in the next 12 months.
The program officially launches on March 1.