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AppDynamics announces shift to 100% channel route to market

Sales change will also bring a new tier to its partner programme

AppDynamics, the application performance management business owned by Cisco, has announced it will be shifting to a 100% channel model, alongside major updates and improvements to its global partner programme.

The firm said the changes will help partners “fully exploit the potential of stack observability with business context”.

The refresh sees AppDynamics transitioning away from a “direct and indirect” sales model to a 100% channel-centric route to market.

“This will provide closer alignment to Cisco’s sales motion and give partners the confidence and opportunity to build out full-stack observability practices with AppDynamics and Cisco,” Mark Maslach, AppDynamics’ vice president of Worldwide Channels and Strategic Alliances, said in a release.

To facilitate this change, the company has added a new ‘Elite’ level to its Global Partner Program, creating a three-tier structure alongside the existing ‘Alliance’ and ‘Titan’ levels.

“The Elite level is designed for our largest Global Partners and creates the optimal conditions to fully exploit the full-stack observability market opportunity across AppDynamics and the wider Cisco portfolio,” Maslach explained.

AppDynamics says these changes will benefit partners at all levels, providing more tailored support and improved opportunities for growth. The support model around all three of the programme’s tiers has been adapted to ensure the right sales engineering, channel engineering, marketing support, and channel account manager support is in place.

Partners can also leverage a slew of additional updates across the initiative. These include new stackable margins, designed to enable more active partners to be increasingly profitable, and an expanded rebates programme for Elite and Titan partners to earn per-deal rebates.

There’s also a redesigned FastPath programme for better co-investment, improved access to marketing development funds, as well as expanded training and support.

“This range of new incentives is designed to reward partners for the additional effort and activity they put into opportunities and closing deals,” Maslach continued. “The closer they align with AppDynamics and our processes, the more profitable their deals become.

“This new approach is a bold and exciting way forward. This is the right time to unleash the potential of our partners and maximise the opportunity for full-stack observability.”

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