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AppDynamics partners get new two-tier channel program

WWT's Bob Elfanbaum comments on Cisco's acquisition of AppDynamics and its two-tiered partner program.

Posted by TechTarget on August 11, 2017:

AppDynamics' recently unveiled partner program will cultivate relationships with channel companies working on, or planning to pursue, digital transformation opportunities with clients.

Cisco completed its acquisition of AppDynamics, a maker of application and business performance monitoring software, in March 2017. AppDynamics now operates as a software business unit within Cisco's IoT and Applications sector. The AppDynamics Partner Program runs separately from Cisco's partner program in much the same way Cisco Meraki maintains an independent channel initiative.

Ghazal Asif, vice president, worldwide channels at AppDynamics, was previously director of global channel sales at Cisco Meraki.

"The channel is one of our top priorities in our business," she said. "We are investing in it."

Asif said AppDynamics is looking for partners who either have a digital practice or plan to invest in building one. The goal: work with partners who can help enterprises deal with consumers' high expectations for application performance. She said companies such as Amazon, Apple, Facebook and Google "have changed the game of what people expect and how they expect apps to perform."

In gearing up for digital channel opportunities, AppDynamics has structured its partner program in two tiers. The invitation-only top tier -- the Titan partner level -- houses the business unit's most strategic partners. The second tier -- alliance partners -- contains all other AppDynamics partners. Asif said AppDynamics will devise a promotion path for getting alliance partners to the Titan level.

The Titan partner program includes sales and pre-sales enablement, services implementation training, dedicated sales engineering and field channel manager support, deal registration with guaranteed margins, and a rebate program.

WWT's Bob Elfanbaum cited the margins and rebate components of the Titan-level program as among its most valuable features.

"The simplicity and clarity of the … margins and rebates allow us to understand the financial terms of selling AppDynamics, simplifying the analysis related to investing our internal resources to support AppDynamics implementation," he said.

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