Snowflake Revamps Reseller Network Amid Channel Drive

Changes include a 15 percent resale free credit discount and a 5 percent consumption rebate for Snowflake partners.

Snowflake has launched a revamped reseller program within its partner network with the goal of making its products more profitable for solution providers, including an initiative that brings partners 15 percent resale free credit discount and a 5 percent consumption rebate.

The Bozeman, Mont.-based artificial intelligence and data cloud vendor has taken feedback from reseller partners looking for larger upfront discounts and incentives to drive customer consumption after the deal, Snowflake’s new channel chief, Chris Niederman, told CRN in an interview.

“That turns into profitability for them–and top line revenue,” said Niederman, whose official title is senior vice president of alliances and channels. “Now (partners are) motivated to not only help you beachhead and get new logos, but drive those through because there's something in it for both of us. And it has just worked out great.”

Snowflake Resellers Revamp

Snowflake has seen its partner ecosystem grow in recent years, going from 600 partners in 2022 to more than 12,000 partners worldwide.

Bronson Shafer, global leader for the Snowflake center of excellence at Seattle-based Slalom–No. 31 on CRN’s 2025 Solution Provider 500–told CRN in an interview that he and his team have seen a lot of growth in Snowflake use especially with health care, life sciences, financial services, media and public sector clients.

Snowflake customers have also leveraged the technology for cloud migrations, modernizations and generative AI use cases, Shafer said. Slalom has more than 1,900 Snowflake-certified consultants, 3,000-plus successful engagements and more than 300 clients that have received Snowflake implementations.

Looking ahead, Slalom and Snowflake are “figuring out how best to leverage that partnership and really come together with more, and how do we co-deliver, co-develop, bring new accelerators, new go-to-market collateral around solutions into clients to really help drive value,” he said.

Other investments Snowflake has made in its Snowflake Partner Network in the first half of fiscal year 2026 include the SPN Learn on-demand training platform with professional services courses and certifications plus a new tiering structure, according to the vendor.

Snowflake has also introduced a service registration incentive (SRI) for rewarding partners who drive successful customer engagements, a quarterly SPN Pulse webinar series and SPN Connect in-person events.

As part of the reseller program changes, partners can get up to 15 percent in resale free credit discounts for net-new customers. They also can get a 5 percent consumption rebate after the deal is signed and once the customer is consuming, Niederman said.

Part of his near-term goals as channel chief include getting more attention on Snowflake’s capabilities outside of traditional data warehousing and engineering, building more interest in its analytics and AI tools.

He also wants partners closer to Snowflake’s product roadmap and Snowflake’s internal sales staff working more closely with partners to build sales pipelines and better serve customers, he said.

Some of the company’s efforts to bring sales representatives to co-sell with partners include a consumption amplifier program.

“I care first and foremost about (partners’) top line and your bottom line,” he said. “We want them to be profitable. They want a predictable business from us. They want consistency, they want scalability, and they want differentiation. … If we do what's right for them with the customer in mind, our business will also rise with them.”