• Cisco generates 90% of its bookings through the partners who resell its products and services.
  • Analysts say Cisco's network of channel partners is one of its biggest competitive advantages.
  • Insider spoke to partners and analysts to form a list of Cisco's most important partners.
  • See more stories on Insider's business page.


by Aaron Holmes

As Cisco aims to grow its business, the $230 billion company's sprawling network of resellers has proven to be its "not-so-secret weapon" to keep its sales engine running as it undergoes the largest business transformation in its 37-year history.

Cisco relies on the hundreds of resellers in its partner program to win contracts with tens of thousands of clients globally ranging from large enterprises to small businesses. All told, Cisco's partners account for 90% of the company's bookings, which totaled $49.8 billion in the company's most recent fiscal year.


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"Cisco's biggest competitive advantage is the fact that it has so many feet on the street, and the fact that they own the relationship with the biggest channel partners out there," Jim Fish, director and senior research analyst at Piper Sandler, told Insider. 

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World Wide Technology is one of Cisco's largest partners, boasting thousands of customers ranging from large enterprises to midsize businesses.

The St. Louis-based firm generated over $6 billion in sales of Cisco products in the year ending in July, which made up roughly half of its total sales, according to vice president Brian Ortbals. WWT also sells products from a range of Cisco competitors including VMware, Microsoft, Dell, and Palo Alto Networks.

"World Wide Tech is one of the largest channel partners," Piper Sandler's Jim Fish said. "That type of partnership is so important to the Cisco strategy."

Most of WWT's Cisco sales are networking products, Ortbals said, but he added that collaboration software and security products are growing areas of interest for customers.

You can read the full list of top Cisco partners below.


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