Today at Citrix Summit 2018, I announced a complete revamp of our partner incentive program. It’s called Citrix Ultimate Rewards, and it’s designed to make Citrix the first and best partner to our global ecosystem in a cloud-first era.
When I assumed the role of Citrix channel chief last year, I announced my vision to reduce the complexity of our channel programs. It was time to reassess our outdated channel program and ensure that we make it easy for partners to do business with Citrix. Simplifying business processes is, ironically, quite complicated. But it’s worth all the effort when it helps strengthen customer and partner relationships.
Listening to partners
Citrix has always been a partner-centered organization. Partners play a critical role in our customer’s success. Since our beginnings in 1989, we’ve continuously improved our incentive and enablement programs to help these partners grow and succeed. This latest initiative, however, was more demanding than most. In fact, we spent a good portion of last year talking with our partners and industry analysts, analyzing market trends and customer needs, and aligning that feedback and data with our corporate objectives, primarily our desire to help customers make the strategic transition to cloud. Then, we got down to work designing and building the new program. Our goals were to:
- Create stronger partnerships by making it easier to do business with Citrix; partners told us they wanted simpler, easier procedures for earning rewards – and we agree.
- Build more successful partnerships for years to come by aligning with both where the market is headed and our own strategic objectives of transitioning towards cloud.
Process simplification with purpose
Citrix Ultimate Rewards is a great example of business process simplification designed to create the best experience for customers and partners. We’ve consolidated multiple incentive programs into just two. We slashed the number of deal-related questions that partner sales reps are required to answer — from as many as 30 questions in some cases — to just 9. By streamlining incentives, increasing automation for registration and approval, and adding tracking capability throughout the process, the new program gives partners more time to work hand-in-hand with our customers. It also increases transparency and consistency of processes and decisions.
The system has the ability to approve requests automatically, beginning on Day One. While the number of automatic approvals will be relatively small at launch, as our AI improves, we’ll continue to expand the thresholds until the majority of registrations are approved or rejected automatically.
With Citrix Ultimate Rewards, our partners will benefit from less complexity, so they can focus on delivering world-class customer experiences.
Change and continuity
I’m excited to finally share the news about Citrix Ultimate Rewards, which goes into effect February 10. We believe this simple, cohesive program is a major milestone in our long history of channel innovation. The changes we’re making will help partners and Citrix grow and profit together.
While we’re making important program improvements, we are maintaining the unique Citrix culture — our values of Integrity, Respect, Curiosity, Courage, and Unity that are shared by our partners — and our strong, partner-first mindset.
Cheers and best wishes for a successful 2018!
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