Delinea launches partner program to tackle margin erosion and channel conflict

New program comes as demand for identity security grows.

Delinea has launched a new global partner program aimed at improving partner profitability and reducing channel conflict as it shift to a partner-first approach for the business.

The program is built around three pillars: protect, align and scale, and introduces codified rules of engagement, AI-powered enablement and streamlined sales processes designed to help partners grow recurring revenue while reducing friction.

It was developed following a global partner listening survey, with feedback consistently pointing to three key issues: margin erosion, channel conflict and a lack of clarity around partner engagement.

"We gathered feedback on what our partners really need, and the message has been consistent. It's really about the protection they can have, the clarity and the support from Delinea,” said Cynthia Lee, APAC VP, Delinea.

The program includes published deal registration rules, teaming protections and earned incumbency to protect partners that originate and grow customer accounts. It also introduces an AI-powered partner portal, just-in-time training and certification, and automation across the quote-to-cash process.

Partners can join one of three tiers: select, premier and elite, with each providing increasing levels of investment, support and access as engagement with Delinea grows.

Lee said the initiative is intended to reinforce Delinea's existing channel focus rather than represent a wholesale change in strategy.

"It's really to reinforce and be more forward-leaning towards the partners in terms of how they can partner with us. Essentially, it's about how they can grow and be predictable with Delinea,” she said.

The program launches as organisations expand identity security beyond human users to include machine and AI identities, creating new opportunities for partners.

According to Delinea's 2026 Identity Security Report, 90 per cent of Australian organisations expect AI to amplify identity-related threats in the coming years, while 41 per cent say AI expansion has already increased non-human identity risk over the past 12 months.

Lee said this shift is opening new revenue opportunities for partners looking to build recurring security practices.

“Identity security is really expanding beyond human identities. With the adoption of AI, organisations are expanding into machine and AI identities, and that is where the real opportunities for partners will be,” she told CRN Australia.

She added that local partners remain central to Delinea's growth strategy because customers increasingly rely on regional expertise and trusted relationships.

"It's really about the trusted relationships that customers already have with local expertise. As a vendor, we can't replicate ourselves everywhere, and that's why this channel investment is a core part of Delinea's APAC strategy,” she added.