IT and Business Insights for SMB Solution Providers

Axcient Strives to Keep It Simple

The business availability vendor’s new partner program is designed to bring clarity to once loosely defined requirements and benefits. By Rich Freeman

THE PATH that brought Axcient to where it is today is a complicated one, with roots that extend back to 2013, when data protection vendor eFolder bought file sync and share vendor Anchor. In the next five years, those two firms acquired BDR vendor Replibit, merged with Axcient, a maker of disaster-recovery-as-a-service software, and put the latter company’s name atop the entire collection of products and platforms.

Now, after all those twists and turns, what Axcient wants most for itself and its partners is simplicity. “It’s pretty much everything we talk about,” says Angus Robertson (pictured), Axcient’s chief revenue officer. “We try to be fairly ruthless about it.”

Indeed, in an effort spearheaded by CEO David Bennett, who stepped into that role early in 2019 after a stint at Webroot, the company has boiled down nearly 1,500 SKUs to just 11 and combined multiple solutions into a unified business availability platform called x360. “We’ve been sort of getting our story together, getting our strategy together, and getting our platform together,” Robertson says.

New Four-Tiered Partner Program

Now the company is getting its partner program together too. In a bid to bring both simplicity and clarity to a channel that already had over 3,000 members and was growing 10% to 20% a year, Axcient has replaced a legacy program featuring loosely defined requirements and benefits with a new offering, unveiled this month, that features four tiers: registered, silver, gold, and platinum.

Members climb through the ranks by spending more money with Axcient, driving greater adoption of its products, and engaging in activities that demonstrate engagement, like taking training courses and executing co-branded sales campaigns. Gold partners, for example, must have at least one certified engineer and engage in semiannual business planning sessions in addition to deploying two or more Axcient products on over 15% of endpoints under management and generating more than $1,000 in monthly recurring revenue from those systems.

“We really want to package the benefits to identify those partners that are excited about what we’re doing and are willing to invest in what we’re doing, and reward that investment,” Robertson says.

Those benefits begin with things available to everyone, like access to brandable marketing assets, software trials, and certification programs. Silver partners get market development funds as well as the ability to earn points, at both a company and individual employee level, for participating in engagement activities. “Those can be redeemed for discounts or swag or gift cards or donations,” Robertson notes.

About the Author

Rich Freeman's picture

Rich Freeman is ChannelPro's Executive Editor

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