Intent-based networking startup Apstra has launched a formal partner program, without any unnecessary bells and whistles.
The Apstra Partner Advantage program will offer partners a straight-forward approach to working and growing with Apstra, John Atchison, director of global partner marketing, told CRN. The program will target system integrators and resellers that are looking for a differentiated data center networking automation solution that can work well with third-party networking products.
"I've worked for large companies where channel programs were complicated with tiers and certifications that really made partners jump through all these hoops," Atchison said. "That's something I absolutely didn't want to do, so one of the pillars around our program is simplicity."
[Related: Apstra Nabs Extreme Networks Co-Founder To Lead Engineering]
The formal partner program will give Apstra the framework it needs to scale with partners. All Apstra partners will be able to register deals, regardless of the level the solution provider may be within the program. All Apstra partners can also apply for marketing development funds, according to the company.
The goal of the program is to go "narrow and deep" with the right solution providers, Atchison said.
Flexibility is another pillar of the program. Vendor-agnostic Apstra lets customers choose their hardware and operating systems, which also opens up new selling opportunities for partners, he said.
"Partners have the chance to generate more revenue by offering different types of hardware -- it could be Cisco, Juniper, or Arista -- whatever the customer needs," he said.
Myriad360, a security-focused solution provider based in New York City, has been partnering with Apstra for nearly four years. Myriad also works with other networking providers, such as Cisco, Arista Networks, Brocade, and Mist Systems, a Juniper Networks company.
"One of the biggest selling points is Apstra's vendor-agnostic nature," said Chris Grundemann, vice president of client success for Myriad360. "We're really focused on software first and letting customers pick the hardware later, so we can even lead with Apstra and work with whatever networking platform the company wants to go with."
Apstra, now with a formal partner program in place, is setting clear terms that it wants for its company and its partners, Grundemann said. "I see it as one more step in the journey they've been on for the past few years," he said.
Apstra will be hiring additional partner marketing staff under Atchison, as well as more channel staff to support partners, the company said.
Apstra began shipping products nearly four years ago. The firm in January released Apstra AOS 3.2 for its data center network automation platform, which now includes Intent Time Voyager, a capability that lets users move the entire state of a network, including intent, configuration and continuous validations, backwards or forwards in time with a few clicks, according to the company.
"Apstra offers partners the ability to offer a solution that is truly differentiated -- no one else is offering that," Atchison said.
Atchison has plenty of experience building partner programs. Prior to joining Apstra eight months ago, he served as director of global strategic alliances marketing for software firm Sage and also held partner marketing positions with VMware and Oracle.
Apstra was founded by three IT veterans. David Cheriton, the company's co-founder and lead investor who became CEO in January, previously co-founded Arista Networks. Cheriton also is a renowned researcher and former Professor of Computer Science and Electrical Engineering at Stanford University. Mansour Karam, co-founder and president of the company, held previous business development roles at Big Switch Networks as well as at Arista Networks. Apstra's CTO Sasha Ratkovic, another founder of the firm, served as an engineer and solutions architect for Juniper Networks and EMC.
related stories
Video
trending stories
sponsored resources

Trend Micro
Managed Security 360

HubStor
Cloud Backup 360

Cysurance
Cyber Insurance 360

Tenable
Cyber Risk 360

Dell Technologies
Dell Technologies Cloud Learning Center

EPOS
EPOS

Fujifilm
Fujifilm

Application Integration 360

Mimecast
Mimecast

Comcast
Comcast Business Learning Center

Hitachi Vantara
Hitachi Vantara

Dell Technologies
Dell Technologies Storage Learning Center

Carbonite
Cloud Storage 360

Sophos
Sophos Cybersecurity Learning Center

Webroot
Webroot Learning Center

BlackBerry
BlackBerry Learning Center

NPD
Industry Trends 360

Symantec
Symantec Business Security Learning Center

Channel Chief Showcase

Acer
Remote Workforce 360

Sherweb
Sherweb

APC by Schneider Electric
Digital Services for Edge Learning Center

VMware

StorageCraft
Disaster Recovery Learning Center

Vertiv
Edge Computing Learning Center

Wasabi
Wasabi

Dell Technologies
Dell Technologies Hybrid Cloud Learning Center

Cradlepoint
5g for Business 360

Comm100
Collaboration & Communications 360

Veeam
Veeam

Trend Micro
Trend Micro Learning Center

eSentire
Managed Detection and Response 360
