Citrix Introduces Revamped Channel Program

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Citrix Systems unveiled a consolidated overhaul of several reseller programs Monday, simplifying the compensation structure for partners while incentivizing them to prioritize cloud sales.

Craig Stilwell, the Fort Lauderdale, Fla.-based company's channel chief, told CRN the many programs had grown too complex, and the new one, dubbed Citrix Ultimate Rewards, realizes a pledge he made to partners almost a year ago to streamline deal registration.

"The idea was to simplify, make it transparent and predictable to the partner," he said. "In today's world, you have to be a little bit of an expert in our programs to get the most out of them."

[Related: Partners Praise New Citrix CEO As Proven Channel Advocate]

Citrix Ultimate Rewards was first described to the company's wider channel Monday at the Citrix Summit conference in Anaheim, Calif. The changes take effect Feb. 10.

The program shifts several incentives to the front end, and speeds obtaining quotes for deals.

It replaces five deal-specific programs, including Citrix Advisor Rewards (CAR). While each of those made sense in themselves, Stilwell told CRN, because they became layered on top of each other over the years they burdened partners with undue complexity.

"Different partners were getting different levels of compensation depending on what type of partner they were and what programs they were involved in, with some incentives on the front end, some on the back end," Stilwell said.

Citrix wanted to make it easier for partners to quickly quote prices to their customers.

Citrix is calling the front-end incentives Spark and Drive, which respectively reward resellers for identifying new deals and for adding value toward successful sales.

The remaining back-end rebate, called Accelerate, rewards partners for their commitment to Citrix and meeting certain milestones, such as overall product sales growth and new cloud subscription sales, which are not tied to specific deals. That is paid quarterly.

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