A Program for the Modern Partner
Barracuda Networks, Inc. (NYSE: CUDA) unveiled its new Partner Success Program this week, a global effort designed to empower resellers of its cloud-first security solutions.
The initiative – built with partner success as its core principle – emphasizes the importance of shared success models, agility, and customer success.
The Partner Success Program also includes a revamped partner portal that simplifies the user experience, provides more educational resources, and streamlines the deal registration processes.
Jason Beal, vice president of worldwide partner ecosystems at Barracuda Networks, said the vendor took a humancentric approach when building the program. The goal was to be benefit-rich for committed partners but with a low barrier to entry, Beal told ChannelPro in an exclusive interview.
“This is still a people business, right? People do business with vendors, they know, like and trust. We want to make sure that we’re there for them. We hear incredible things from our partners about our reputation, responsiveness, and support. We want to extend that in this new program.”
Reducing Complexity and Nurturing Partnerships
Barracuda’s plan from the beginning was to harmonize previous regional programs into a single, global plan. The aim was to help MSPs stay agile and serve the needs of modern buyers.
“One day, your customer might ask for project and professional services because they’re going to handle the rest themselves,” Beal said. “The next day, they ask for managed or co-managed services. After that, they might ask for help with a cloud marketplace purchase.”
The program identifies the many ways Barracuda can help, regardless of the route to market, educates partners, and then rewards them. The result is happier clients and easier-to-monetize projects for MSPs, he explained.
“That is one of the primary differentiators for the program. It puts partners in a position to offer choice.”
Shared Success Model
Beal detailed the simplified nomenclature for program levels: Premier, Preferred, and Authorized, each offering varying degrees of engagement and benefits.
The designations seek to provide additional support to partners that are highly committed to their platform while maintaining flexibility for those with diverse business models.
Barracuda’s is a team-oriented approach, with inside and outside sales, marketing, dedicated channel engineers, and other technical teams collaborating to drive adoption and ensure success.
Jason Beal
Beal shared several case studies with ChannelPro, and described the multiplier effect of financial opportunities when an IT company partners closely with a vendor. Beal pegged the potential multiplier impact between 5.5 and 7x for invested partners that take advantage of the new Partner Success Program.
Empowering Partners with Enablement Tracks
Barracuda’s program introduces a curriculum tailored to partners’ levels of maturity and their interest in hyperscaler business. The college course-style 101, 201, 301-style educational experience allows an MSP to find hyperscaler materials and support that facilitates its journey.
“For the first time, we have a built-in enablement track within our portal to help partners to engage more with the hyperscalers and do more around the cloud marketplace transactions,” Beal shared.
People-First Mentality
Reflecting on Barracuda’s core philosophy, Beal stressed the importance of empathy, a guiding principle in designing successful programs. He also highlighted Barracuda’s 20-year commitment to the channel, the company’s exceptional culture, and its best-in-class technology.
“Channel integrity matters. We’ve seen vendors that have oscillated between direct and indirect. Some that don’t truly believe in the channel. We are channel strong and loyal. We have an incredible technology platform and with it we help modern partners meet the needs modern buyers.”
