Radware Retools Channel Program In Line With ADC Growth

Radware this week confirmed a revamp of its channel program that according to the company will offer stronger partner rewards and more consistent engagement. It's a key step for the application delivery specialist as it hopes to turn recent revenue and technology gains into bigger market share on a global level.

"We need to position ourselves for accelerated growth, and we made the channel a strategic focus in 2010," said James Colby, vice president of marketing and channels at Radware. "We overhauled many aspects of the regional programs, but the culmination of those efforts is the launch of the Smart Choice program. We have one, centrally managed program that allows us to invest resources, time, effort and money in having a set of tools and capabilities we believe will support our partners as best as possible."

The Smart Choice Partner Program takes what were previously different, regionally-based Radware partner programs and streamlines them into one. The program tiers are Affiliate Partner, for entry-level Radware resellers, Select Partner, who have demonstrated Radware experience and meet at least one of Radware's defined solution competencies, and Premier, which are Radware's strategic regional VARs and system integrators, with multiple competencies. There is now one distrubutor designation, as well.

New to the program itself are a revised partner portal, a global partner locator, marketing and sales training, larger incentives for higher-tiered partners, and a spiff program that offers periodic rewards for partners and sales engineers. Colby said Radware will now look to increase the number of standardized training classes it offers and also the number of marketing events and promotions designed to create "stickiness" in the program.

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"We've put a lot more effort into the business planning, and we've done a lot to create noise around the program," he said. "2010 was the building year and our 2011 focus is on executing it. We know who the key partners are, and now we want to make sure they have the right amount of focus and to promote the work we're doing and take it to prospects."

Next: Translating Radware's Growth To Channel Gains

Part of the Tel Aviv-based Rad Group, Radware recently reported quarterly earnings up 30 percent year-over-year, some of that growth fueled by its $17 million acquisition of Nortel's former Alteon application delivery assets. Radware bought the Alteon piece from bankrupt Nortel in February 2009, and revived Alteon as a product line nine months later.

Colby pointed to Gartner's recent naming of Radware to the leaders category of its 2010 Magic Quadrant for application delivery controllers as evidence the Alteon buy has worked out in Radware's favor.

"We've done a huge amount with the technology in the space of just over a year," he said. "It's been great for Alteon customers, and I think we executed very well."

Bart Graf, principal of Integration Partners Corp., a Boston-based solution provider and CRN Fast Growth VAR, said that Radware's continued focus on the Alteon product line, and bulking up the rest of its portfolio, has kept it dynamic.

"Radware provides us with the products, tools and support that has allowed us to develop our business, and, with Radware's excellent vision for the ADC and Security markets, we believe that we can continue to address the evolving needs of the data center," said Graf in a statement.

Radware's recent product updates included a virtual version of its ADC line. The company's continued growth in 2010 has also meant frequent mentions as an acquisition target.