Bitdefender revamps partner programs in response to changing market dynamics
The security firm wants stronger alignment with partners, to reduce complexity and improve enablement in a fast moving market.
Bitdefender has rolled out a slew of changes to its reseller and MSP programs for business security tools in a bid to accelerate partner growth, reward top partners and streamline deal registration.
Following partner engagement across events, advisory boards, surveys and one-on-one distributor calls, the firm saw a need to simplify and enhance its offerings.
“Every major enhancement — from deal registration to the introduction of the new platinum tier — was developed in direct response to this input, ensuring the redesigned programs are relevant, practical and impactful,” said Andrei Florescu, president and general manager, Bitdefender Business Solutions Group.
In a market that’s evolving rapidly, Bitdefender is looking to strengthen its partner ecosystem by offering faster approvals, streamlined access to tools and training and clearer pathways to differentiation and growth.
The Bitdefender endpoint protection platform (EPP) includes extended detection and response (XDR), cloud-native security, managed detection and response (MDR), and the newly introduced GravityZone proactive hardening and attack surface reduction (PHASR) solution, which dynamically tailors hardening for each user.
The endpoint protection solution supports both product and service specialisation and is designed to align with partners’ core strengths.
The major elements of the revamped programs include simplifying the deal registration process, expanding access to advanced security solutions through the not-for-resale (NFR) program and introducing a new platinum tier.
“These changes are designed to make it easier for partners to do business with Bitdefender, accelerate go-to-market execution, and increase revenue potential,” Florescu told CRN Australia.
Bitdefender has simplified the deal registration process to reduce administrative burden and shorten sales cycles.
The new system eliminates the requirement to input detailed product configurations at the time of registration and no longer requires re-approval if deal elements change.
Expanding not-for-resale program
Bitdefender has enhanced its not-for-resale (NFR) program to include MDR access for MSPs and provides all partners with access to its full suite of security solutions, including XDR, for internal use and demonstration purposes.
NFR device allocation is now tier-based, a move the firm says ensures equitable distribution and maximises benefits across partner levels in both the reselling and MSP programs.
“The goal is to build partner confidence and help improve real-world performance in the field,” Florescu said.
A new platinum tier
Bitdefender has also introduced a new platinum level for approved partners to recognise and retain its highest-performing resellers and MSPs.
Platinum partners receive differentiated benefits such as enhanced support, faster deal execution and greater visibility in co-marketing efforts. The aim is to enable them to scale more easily and lead in their respective markets, with a more customised relationship.
Florescu said, “This exclusive tier reflects a more granular approach to partner tiering, taking into account not just revenue, but also a partner's level of engagement, performance and specialisation.”
Maximising revenue potential for partners
The key drivers for these changes are maximising partner revenue opportunities, streamlining engagement and rewarding partners as they expand their engagement within the Bitdefender ecosystem.
To drive stronger returns, the revamped NFR program will help partners demonstrate value to their customers and differentiate services.
According to Florescu, the MSP changes give partners with stronger tools and a clearer value proposition in the market.
Bitdefender has also revamped the partner benefits package so it’s easier to navigate and clearly displays updates in the partner portal.
“These enhancements simplify how MSPs work with Bitdefender and enable them to operate more efficiently and effectively in a competitive market,” he ended.