Security Startup Imprivata Tweaks Channel Program

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With this week's launch of the iPartner program, Imprivata is creating two partner tiers -- Authorized and Premier -- to provide differentiation within its channel ranks, which include about 55 partners in North America. Authorized partners must meet certain technical expertise requirements, and Premier partners also must be able to provide services and support for Imprivata products.

Eric Blatte, director of channel sales and programs at Lexington, Mass.-based Imprivata, said the changes are designed to boost the amount of company revenue flowing through channel partners, which currently stands at around 80 percent.

Deal registration is another important addition to the program. Partners that find opportunities in which Imprivata hasn't been previously engaged will qualify for a 10 percent margin across the board, with no minimum or maximum deal size, according to Blatte.

"We want to incent partners to do missionary work and reward them with higher margins," he said.

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Imprivata last month began shipping its first physical/logical product, which ties server-side authentication management systems with building key card systems. As a result, the vendor is increasingly working with non-IT VARs that specialize in tasks such as installing cameras and magnetic locks, and the channel program changes are intended to reflect the growing diversity in Imprivata's channel, Blatte said.

"We think there will be a lot more diversity in the partners we work with and expect to see a lot more heterogeneity," he added.