Adobe’s new-look Australian channel program

Craig McGregor, channel sales manager, Adobe told CRN the two-tiered model, which assigns a Silver or Gold ranking, differentiates Adobe partners that have shown initiative in their go-to-market strategy.

“[The program] rewards and recognises our key partners’ continued investment in Adobe, our solutions and our joint customers,” he said.

According to McGregor, the amendments to the existing channel program provide several incentives to Adobe partners including access to regular rebate and market development funds, formalised online training content, rebate offerings via a formal deal registration process and the provision of Adobe software for internal use.

“Program members receive a wide variety of benefits once they are accredited as part of the program,” he explained. “There is also the added bonus of preferential treatment with our lead generation programs and web presence.”

The software vendor first considered restructuring its channel offering in response to suggestions from local partners. McGregor claimed Adobe actively sought the opinion of its Australian partners in preparation for the project.

“The program has been revised based on partner feedback as to what they require to continue to grow their Adobe business. Adobe is a channel centric company and as such recognises the need to become more structured in our partner relationships,” he said.

Adobe recently held seminars across Australia to educate partners in the intricacies of the new program. McGregor told CRN that feedback from attendees following the events was extremely positive.

“They [partners] appreciate that we are very clear on our expectations of them, and that once they meet these expectations there are tangible benefits in the program that help them grow their business,” he said.

McGregor added that many partners were already working toward meeting the criteria of being an Adobe Gold partner and advocated the benefits of a strong partner program for both vendors and their channel partners.

“These activities include training their sales teams on our solutions using the Adobe Connect technology and building business and marketing plans with Adobe to meet ongoing revenue targets,” he said. “We strongly believe that there will be real incremental revenue opportunities for us and our partners by incenting and rewarding partners to chase this opportunity.”