Ruckus Unveils Revamped Channel Program With Higher Margins, New Specializations

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Ruckus is giving its channel a shot in the arm ahead of the company's merger with Arris through a revamped Partner Program with improved margins and new specializations set to drive Internet of Things sales.

The new partner program is simplified into two-levels – Select and Elite – with "single digit" margin increases for partners on certain solutions, and a strong emphasis on cross selling Ruckus' wireless and newly obtained wired portfolio from Brocade, according to Ruckus' new channel leader Raelyn Kritzer.

"With Brocade's acquisition of Ruckus, and with the pending divestiture – we are a complete wired and wireless company, and we know when those products are sold together, there's more profitability in it for the partner. Partners can increase their profitability by 40 percent when selling these together," said Kritzer, in an interview with CRN. "We're doing a lot of the incentives through some of our Spiffs and promotions to really encourage that cross sell."

[Related: Ruckus' New Channel Leader: 'We're Going To Come Out Of This Stronger Than Ever Before']

Brocade acquired Ruckus last year for $1.2 billion. Brocade-Ruckus is set to be acquired by Broadcom by the end of October for $5.9 billion; Broadcom plans to then sell Ruckus and Brocade's IP networking business to Arris International immediately.

The new program also has better incentives and rewards for top Ruckus partners via enhanced sales enablement tools and visibility into customer leads. Elite partners are entitled to new rebates, marketing development funds and a high-touch approach with Ruckus' direct sales team.

"We've increased the amount of sales folks who are supporting our partners by three-times over the last year. So partners will feel that in this new program," said Kritzer. "So we have a really strong sales organization ready to support our partners and provide them with the leads to make them more successful."

The Sunnyvale, Calif.-based networking company is also launching two new specializations for partners to attack the public sector and education markets, including Ruckus' Smart City/Large Public Venue Channel Specialization Program.

Partners who earn the Smart City/Large Public Venue specialization receive access to sales leads, as well as dedicated MDF and additional rebates.

Kritzer said Ruckus' marketing team is going through an "enormous transformation" with the goal of providing more sales leads for the channel around large public venues and cities opportunities.

"This is absolutely part of IoT. … We have some great outdoor access points, where we are really differentiated," said Kritzer. "With our technology, we also have the ability to provide great service within a high-density environment. That's really where we're expanding."

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