8x8 unveils new 4-tiered reseller global partner program

The communications platform has also created a new role, global director of strategic platforms.

Communications platform 8x8 has unveiled a new global reseller partner program in a bid to meet current market demands.

The new partner program features a new four-tier structure with an authorised, silver, gold and platinum tier.

According to the vendor, direct resellers can earn financial rewards according to their tier level and gain full access to the 8x8 supporting teams. The new program also includes monthly performance dashboards that provide real-time visibility into progress against these metrics.

With this new program, 8x8 created a new role, global director of strategic platform and hired Maryam House to sit in the new position.

Speaking to CRN Australia exclusively, David Land, channel lead ANZ said there's been a lot of change in the marketplace over the last five years, and buyer behaviour has shifted faster than most vendor programs have kept up with.

“We wanted a partner program built for where the market actually is today, not where it was five years ago - so rather than patch what we had, Maryam House, took the lead and went back and asked our resellers directly what they needed to grow,” he said.

“The answer was consistent: support that meets them where they are in their growth journey, whether that's landing new logos, expanding the base, or retaining the customers they've already got. This program is our answer to that."

Discussing the new changes Land said, “This isn’t a lick of paint. It’s a fundamental overhaul of partner relations”.

“The best vendors design their programs around the reseller's world,” he said.

“They understand how resellers find customers, how they structure proposals, how their teams are built, how they manage renewals.”

According to Land the program rewards three things: retaining and strengthening partner’s customer base, landing new logos, and expanding into strategic CX solutions.

“It does so through a tiered structure authorised, silver, gold, and platinum with clear revenue thresholds, transparent rebates, and no arbitrary caps on partner upside,” he said.

“But the commercial model is only part of the story. What we're most proud of is the execution engine behind it.

“Every tiered partner works with their channel account manager on a partner success plan, a joint document that aligns targets, marketing investment, and pipeline. Both teams review the plan together every quarter.”

For Aussie partners to make money from this new program, Land said partners earn not just on new logos, but on expansion and retention too.

“Too many programs only reward new business, but retention is every bit as important, and ours pays for it,” he said.

“We're also bringing new tools to the table that help partners identify growth targets within their own base, so they're not just relying on new logos to hit their numbers - there's real margin sitting in the customers they already have."

According to Land, he wants to partners to see 8x8 as not j”ust another vendor” but as a “strategic partner” that's actively helping grow their business, not just supplying it.

“We went back to the drawing board on this one,” he explained.

“Rather than tweak what was already there, we started fresh. We spoke to partners, brought in the right people, and built a program like nothing else we have done before.”