Application networking specialist A10 Networks launched the Affinity Partner Program in North America in a move to motivate and reward A10's channel partners who sell the company's application service gateway products.
Through this program, A10 channel partners will gain a host of resources to interact with customers in the application networking market. Core benefits of the program include expanded program offerings, increased partner profitability, and new training and tools.
"The new A10 Affinity Partner Program will give InterVision a great opportunity to cross-sell and up-sell the Thunder Series product line," Jason Gress, president and founder of InterVision Systems Technologies, said in a statement. "The large installed base is such an advantage to us."
With the Affinity Enablement Program, A10 is making an investment in role-based training for partner sales and systems engineers.
Through this learning program, A10 partners are taught the skills needed to engage customers in the discovery sales process, such as helping them land new clients, position and demonstrate A10 products and grow their businesses.
"M&S Technologies has grown while working with A10 Networks, and it's exciting to see A10 invest in and ramp up the channel program," Mark Miller, principal at M&S Technologies, said in a statement. "It's a great opportunity for us to participate in the multibillion dollar high-growth market of application performance networking. We look forward to the next stage of our relationship with A10 and increasing sales of the popular Thunder ADC product line, which does particularly well."
The program offers three tiers, Platinum, Gold and Bronze, which specify investments, discounts and enablement levels. Another element of the program is new and enhanced online tools, including a redesigned partner portal.
In addition, deal registration rewards partners that make investments in customer development.
Finally, an expanded marketing development funds (MDF) program extends partners' resources and budgets to build awareness of and generate demand for A10 solutions.
"The new A10 Affinity Partner Program empowers our partners to drive customer engagement and fuel growth," Kirsten Lee, A10 Networks vice president of worldwide channels, said in a statement. "Our data shows that a significant part of our customer base will buy in excess of eight times their initial purchase; that says a lot about the value we give partners. 'Affinity' implies linkage and that is exactly how we plan to go to market together—delivering a first-class experience to our mutual prospects and customers."
All three A10 Thunder Series product lines are covered in the program, including the company's application delivery controller, threat protection system and carrier grade networking.