ENTERPRISE TECHNOLOGY
Onboarding and enabling Seagate’ s new channel partners
Launching later in 2025, Seagate’ s new partner programme is designed to accommodate different levels of engagement and growth potential within the channel partner ecosystem. Seagate’ s new programme recognises partners at every level, tailoring support based on their growth trajectory, business scale, and competencies.
At the entry level, Seagate has the Emerald Tier, which provides self-service tools, training, and resources for partners to grow their Seagate business at their own pace.
As partners progress, they move to the Gold Tier, where they gain access to more dedicated support, tailored resources, and business benefits that help them meet specific business needs.
The Diamond Tier is reserved for high-performance partners. These accounts receive unique partnerships, advanced resources, and exclusive benefits to help them scale their business in the most competitive markets.
Seagate’ s new programme is fully integrated across the entire solution portfolio, providing partners with tools, training, and sales enablement to effectively support customers as their needs evolve. Seagate has designed the programme to foster deep collaboration with partners, enabling them to thrive while they handle marketleading technologies.
Seagate has revamped its programme to focus on the vast data storage opportunities in cloud, AI applications, and Edge storage. Seagate is equipping partners with the expertise and training needed to leverage emerging storage trends and unlock new revenue streams.
The new competency framework offers a thorough understanding of various market data storage needs and solutions. Additionally, Seagate has introduced specific financial benefits for partners. This is not just a storage programme. it is a holistic approach for helping partners become trusted industry advisors.
The programme is designed based on extensive partner feedback, prioritising what truly matters to them. Seagate provide a unified approach across all solutions, stackable rewards, and a comprehensive support structure, including dedicated account teams, pre-sales engineering, and marketing resources.
The previous partner programme was focused on Seagate’ s data storage systems offering. In the new programme, Seagate has introduced new tiering levels to align systems and hard drive channels. The three-tier structure is designed to better recognise and reward partner efforts and achievements.
information about Seagate’ s products, how to use those products effectively, and how to drive them into solutions.
One guiding principle for Seagate’ s new partner programme is that traditionally Seagate channel partners sell multiple products.
“ We do not have a lot of single point solutions where a reseller or a system integrator sells only one solution. We do focus and bias a lot towards the enterprise segment,” explains Less.
Another key initiative from Seagate in building the new partner programme is to spend a lot more time and effort with their tier-one partners or distributors.
“ We are going to spend more time directly with the distributors because the market is evolving so quickly. There are new customer names that we have never dealt with before,” says Less.
Typically these new opportunities for Seagate, start out as emerging applications and these applications generate data and where that data resides is also important.
“ Now you are doing more with that data than you initially did. When you get to AI, that data becomes bigger and bigger, and actually starts generating more data. How close that data is to your application becomes important. And where previously digital transformation may allow you to push it to the cloud, now you need to access that data faster,” elaborates Less.
“ I would say AI on top of digital transformation drives a new level of acceleration and I do not think we even know where that goes yet,” he adds.
“ We are finding that the Edge is becoming more relevant and even more important as data and the gravity and the importance of that data starts to evolve,” says Less.
New partner programme
Seagate’ s new partner programme under development is much broader now and will provide channel partners a lot more
“ We are working with distributors to not only educate them better on the products, but to work together on how we can reach these customers that typically have not been customers in the past,” is how Less describes the challenge.
For these new opportunities, proximity of the data actually becomes relevant and could make or break the experience that these customers are attempting to generate with their applications. Also these
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