Traditional partner programs based solely on revenue alienate smaller or specialized partners. AvePoint implemented a points-based system that also rewards activities like certifications, product mix, co-marketing, and renewal rates. This provides a path for all partner types to advance, recognizing their total investment in the ecosystem, not just their sales volume.
Drawing from his past as an MSP, Scott Sacket emphasizes that Managed Service Providers value vendors who understand their business culture. Beyond providing great technology that integrates with their stack, vendors must offer go-to-market support. This helps MSPs, especially smaller ones, build a bigger business, fostering a deeper, more successful partnership.
The lines between partner types are blurring, with traditional resellers like Large Account Resellers (LARs) building out massive managed services practices. This signals a market shift where vendors should focus on partner personas and their business motions rather than relying on rigid, outdated labels. A successful channel strategy must adapt to this new hybrid reality.
Beyond model implementation, the AI boom presents two major service opportunities for partners. First, managing the "runaway costs" of AI tokens offers a new frontier for cost optimization services. Second, as clients use various AI tools (ChatGPT, CoPilot, Anthropic), the need for a hyperscaler-agnostic, multi-cloud data governance strategy becomes critical.
Staying relevant through multiple tech revolutions (server to cloud to AI) requires an unwavering North Star. For AvePoint, this has been a relentless focus on solving difficult problems for both their partners and their partners' customers. This core principle allows the company to remain agile and consistently deliver value, regardless of the technological landscape.