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Barracuda's New Partner Program Has 'Trojan Horse' Channel Sales Strategy

Barracuda's Michael Hughes discusses why the company revamped its partner program, and what the opportunities are around recurring revenue for the channel.

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After more than a decade in existence, Barracuda Networks said it was "just time’ for a new partner program. However, the company wants existing partners to know this does not mean ’out with the old, in with the new.’

"We had to find a new way to enable a set of partners so that they would come and join us, and at the same time take care and invest in those partners who have been with us for a long time," said Michael Hughes, Senior Vice President of Worldwide Sales at Barracuda Networks.

Hughes said that as Barracuda expands its product line, existing partners will be able to raise profit margins, while new potential partners will have an easier time finding opportunities with the vendor. He said that the new partner program will allow solution providers to go out and develop recurring-revenue-based business, particularly with partners acting as consultants in their own businesses.

"The balance, which is really hard to get to, I think we've found that in the program, and I think that's what [partners] are recognizing," he said.

"What we're trying to do is find a way to allow them to open a door, and then bring in the 'Trojan Horse' and sell [customers] a lot of stuff," Hughes said.


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