Equinix is fairly new to the channel, but the global data centre giant stepped up its game to assist its burgeoning partner community in implementing hybrid clouds for their enterprise customers.
Equinix enhanced its channel program - a year old this week - with partner training and certification programs, a new portal and partner-enablement tools, Chris Rajiah, vice president of worldwide channel sales and alliances at Equinix, told CRN US.
The new elements were designed to help partners drive revenue through leveraging the company's global colocation reach coupled with the Equinix Cloud Exchange, which allows direct connections to all the major cloud providers, Rajiah said.
For 18 years, Equinix leased server capacity directly to its customers. But the cloud upended that business model.
The Equinix Cloud Exchange, launched in April 2014, enabled direct, high-speed connections between Equinix facilities and cloud providers like Microsoft, Amazon, Google, Oracle and IBM.
The advent of hybrid clouds powered by the Exchange, and the observation that multi-cloud environments were resonating with customers, contributed to amending the go-to-market plan, according to Rajiah.
"To penetrate the enterprise," Rajiah said, "the partner is the only way to get there."
Rajiah, who previously was channel chief at Rackspace, was tasked with building a team to implement a channel strategy.
"We've been aligning with those big hyper-scalers and then going after and targeting together some of their partners in that resale bucket. That's created go-to-market solutions where they are embedding our solution with their customers," Rajiah said.
The process has "really embedded channel into every component of the company," he said.
As Equinix continued that pivot into 2016, the focus shifted to go-to-market execution.
The new program enhancements incorporate specialised training regimes developed by sales and technical teams that help partners understand what the hybrid cloud and multi-cloud opportunities are and how to drive business with them.
Before Equinix had a partner channel, cloud-focused solution providers could discuss the potential of hybrid implementation with customers, and they could suggest Equinix for the colocation component, but were stopped short of offering an end-to-end solution.