Qlik Adds 'Influencer' Track To Its Channel Program, Steps Up Incentives For Committed Partners

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Business analytics software developer Qlik is launching a significant expansion of its Qlik Partner Program, developing tracks for consulting and service provider "influencer" partners and partners who resell or host Qlik cloud services.

The company is also overhauling the makeup of its partner tiers for resellers and other partner types, creating a series of specializations and offering bigger discounts and more market development funds for partners that reach higher tiers. Many of the changes become operational this week.

The changes have been in the works for more than a year, following the early 2016 hiring of former VMware channel marketing executive Toni Adams to be Qlik's channel chief.

[Related: Partners Welcome Acquisition Of Analytics Vendor Qlik]

"I found a partner program that was essentially one-size-fits-all," said Adams, senior vice president of Qlik's global partner organization, in an interview. The program did not account for the broader range of partners with different business models Qlik is increasingly working with, Adams said, and did not significantly distinguish between partners who invested a great deal in the Qlik relationship and those with more limited dealings.

"We are trying to evolve into a more partner-led environment," Adams said. "We want this program to be simple, predictable and profitable for [partners]."

In addition to its existing "Resell" track for VARs, Qlik has created a partner track called "Influence" for consulting, systems integration and service providers who work with the vendor's Qlik Sense and QlikView software, influence customer buying decisions, but don't resell the product.

Under development for launch later this year is a "Manage" track for solution providers and MSPs who either sell or work with Qlik's cloud services or host Qlik's software. Adams said that track's components are being vetted with partners and more details will be disclosed at the company's annual Qlik Qonnections conference next month.

Adams said the different tracks reflect the different ways businesses are buying and consuming Qlik's software – and the different types of channel partners that meet those needs. Another trend is the increasing influence of line-of-business managers in business analytics software purchasing decisions.

Partners, according to Adams, can belong to multiple tracks.

Each track has three tiers: Authorized, Select and Elite. Some of the requirements, incentives and rewards for the tiers differ among the tracks.

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