PARTNERS’ PERSPECTIVE
when it becomes truly impactful,” explains NetApp’ s Kaiser.
Partners want programmes that help them grow smarter, deliver more effectively and build long-term customer trust.
Programme refreshes, how and when
Check Point continuously evaluates key programme elements, training content, performance criteria, incentives, and support resources, to ensure alignment with the latest technologies, partner needs, and market trends. These updates are driven by data insights, partner feedback, and the need to streamline partner engagement and onboarding.
Regulatory compliance, differentiation, and user experience guide these reviews, ensuring the programme remains futureready and consistently valuable, enabling partners to deliver our consolidated, collaborative, and AI-powered security solutions with confidence.
“ As data streaming evolves, so too must partner programme. We regularly review and update Build with Confluent to ensure partners have the right technical support and go-to-market resources to succeed. Use cases change quickly, and without fresh software bundles, updated certifications, and access to sales and marketing tools, partners risk falling behind,” says Confluent’ s Crehan.
The key is listening, understanding where partners are struggling, especially when it comes to building scalable offerings, and then evolving the programme to address those gaps.
“ Our goal is to reduce friction, remove the guesswork, and ensure partners are always equipped to meet growing customer demand,” adds Crehan.
“ We regularly assess key programme pillars: incentive structures, co-marketing models, enablement assets, and technical certification frameworks. Updates are informed by partner feedback, regional performance data, and market shifts, especially the need for deeper localisation in regions like the Middle East,” says Nasri Nassereddine, Regional Vice President – Middle East, Türkiye and Africa, Cumulocity.
“ As the IoT landscape evolves, we prioritise agility, ensuring the programme stays relevant and outcome-driven. Considerations during updates include fairness across tiers, ease of adoption, scalability, and alignment with joint business goals. Most importantly, we aim to maintain a partner-first philosophy, embedding flexibility to support partners’ unique go-tomarket motions,” continues Nassereddine.
HP regularly reviews and updates key aspects of the Amplify Partner Programme, including compensation models, partner incentives, and the company’ s product portfolio – to ensure they remain aligned with market dynamics and partner needs. As HP continues to lead in the future of work, the company operates as One HP, placing
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