Barracuda Networks has announced the launch of the Barracuda Partner Success programme, a new global partner initiative. This revised programme aims to proactively support partners, enabling them to make better use of their individual customer engagement model and evolve to meet the changing needs of their clients.
Barracuda has designed the new programme to recognise business generated from any route to market, i.e., resale, managed services, and procurement through marketplaces. As a result, they will reward and provide partners with resources based on their overall sales contribution. This has developed from acknowledging that the buying habits of cybersecurity customers are steadily changing.
Jason Beal, Vice President of Worldwide Partner Ecosystems at Barracuda, said regarding the newly launched programme, "In developing our global partner programme, Barracuda put itself in our partners’ shoes to better understand their needs and build a winning go-to-market strategy. This is what we call partner empathy."
The Barracuda Partner Success programme has been designed around the LAER model of customer success that includes Land, Adoption, Expansion, and Retention and renewal. This model aims to reduce complexity and offer incentives for partner commitment to Barracuda. Furthermore, it provides a platform for different business models to grow, expand their reach, and protect their customers from cybersecurity threats.
In order to cultivate customer loyalty and increase sales, Barracuda has incorporated a certification for "customer success" into the success programme. The company also announced that they have established new enablement tracks that can help resellers, managed service, or cloud marketplace partners to increase their business. Beal said, "Through the Barracuda Partner Success programme, Barracuda resellers, for example, will gain access to sales and marketing enablement with resources showcasing how hyperscalers can provide their customers with joint solutions built for today’s modern IT environments."
MicroAge's VP of Marketing and Technology, Larry Fulop, has praised the new programme saying, "One of the most significant advantages of the new Barracuda Partner Success programme is that it includes all our sales from all three routes to market. It’s really exciting to be recognised for all of our business across the entire Barracuda portfolio – new and existing – resale, MSPs, or marketplace."
Barracuda's latest offering will also bring next-generation capabilities to its Partner Portal. Beal also mentioned that they are investing in improving partner engagement so that partners can more quickly and easily engage with Barracuda’s solutions and services offerings, certifications, and more. The refreshed levels—Premier, Preferred, Authorised, and Affiliate—of the Partner Success programme will come into effect from January 5, 2024.