There are many ways to run a business, but at the end of the day, the goal is increasing profitability. For distribution partners focused on managed services, TD SYNNEX and Cisco have in place a number of programs to support business operations. From the EDGE program with TD SYNNEX to Cisco’s new (and improved) partner program, the help is there if partners want it. Recently, Amy Hodge, MSP Business Development Manager for Americas Distribution, Cisco, Tom Walters, Cisco Capital Partner Relationship Manager, Cisco, and Molarvie Rom, Product Business Manager, Cisco MSP, TD SYNNEX, presented a webinar to highlight some of the programs and share some ways to increase profitability for MSPs. The EDGE360 team attended the webinar to recap the main points.
New Cisco Partner Program
The Cisco Partner Program has gone through some major changes for those who have been part of it for a while. While Hodge said the program used to center around the idea of certifications, many of the specializations and authorizations have been consolidated and embedded into the four roles of Integrator, Provider, Developer, and Advisor. Most importantly, managed services are now a key pillar of the program. “This is a direction, a strategy, and it’s part of our core foundation,” Hodge said, emphasizing the importance of MSPs.
While partners can participate in multiple roles, the goal of the program is to find the right role that fits according to each partner’s primary business model. Considering the Provider role, the benefits for Select and Premier level covers everything from pricing to incentives to marketing. MSLA (Managed Services Licensing Agreement) discounts, which are upfront and preapproved, stack with deal registrations and are always additive, never taken away from the partner. Rom discussed how the MSLA program really caters to MSPs as a post-paid consumption model. MSPs only build for the licenses that are consumed, allowing for flexibility to add and increase licenses based on customer needs.
Perform Plus Activate
To best support partners as they work to increase profitability as MSPs, new programs are regularly being developed. One program that just launched is Perform Plus Activate. It is similar to Perform Plus but has a lower booking threshold; to qualify, partners must book $70,000-$200,000 (compared to the minimum of $200,000 for Perform Plus) in a four-quarter period and maintain Select, Premier or Gold tier. Once qualified, partners are eligible to earn up to $2,000 a quarter in rebates. Rom emphasized that Perform Plus Activate provides an advantage in catering to partners with lower bookings and enabling them to work their way up to Perform Plus.
EDGE Program
In addition to some of the new programs for MSPs, longstanding, dependable programs are there for partners to help increase profitability, including, of course, the EDGE programs. EDGE stands for Engage, Develop, Grow, and Extend, but Rom explained, “there’s no starting and endpoint – it’s a lifecycle.” Since every partner is embarking on their own unique journey, EDGE does not offer a “one size fits all” solution; there are plenty of resources available to fit the needs of each partner. The value-added resource guide for MSPs shows the main benefits, including financing options and access to training videos on demand. Most importantly, EDGE partners grow faster than others. EDGE partners had an average growth of 74.1% in data centers last year, while non-EDGE partners had an average growth of -3.2%. For Meraki, EDGE partners averaged a 94.1% growth, while non-EDGE partners had only a 31% growth.
Cisco Capital
Cisco Capital is another program that is helping MSPs increase profits and grow their businesses. It is a flexible payment solution that Walters, Cisco Capital Partner Relationship Manager, can help remove financial barriers to help partners scale and sell more. As a cross-architecture payment option, Cisco Capital is a complete solution for hardware, software, services, and even select third-party equipment. Walters highlighted five benefits and value adds for partners during the webinar: closing more profitable deals faster, increasing deal size, beating the competition, getting paid faster, and reducing financial risk.
Conclusion
Ultimately, increased profits are good for everyone. Partners should recognize that support and resources are available through TD SYNNEX and Cisco partner programs. It’s true that not every program works for every partner, but there are different program options available for everyone. Just reach out to a representative for more information.
To learn more about the programs TD SYNNEX and Cisco have to help increase profitability as MSPs, watch the webinar here.
