Red Hat unveils updates to partner programme for 2024

Red Hat has revealed updates to its global partner engagement experience, designed to enhance autonomy, growth opportunities, and collaboration for its partners.

The latest update sees the introduction of the "Build" module, designed to recognise and reward partners such as independent hardware/software vendors, systems integrators, and original equipment manufacturers who certify, co-develop, and market solutions using Red Hat technologies. Through this module, partners can accumulate points for co-creating solutions with Red Hat, validating certifications on Red Hat platforms, and developing marketing strategies. These points unlock a host of benefits ranging from sales to technical support.

The updates include a streamlined distributor engagement model, which aims to facilitate deeper collaboration between distributors and their partners. Partners can now choose preferred Red Hat distributors, fostering strategic planning and enhanced business-to-business relationships. This model is intended to improve skills development and bolster go-to-market execution.

Red Hat has also integrated go-to-market activities into its partner program modules. Activities such as the creation of co-branded marketing assets, customer demos, and proof-of-concept developments now allow partners to earn points and rewards. This approach aims to improve customer awareness and generate demand for partner solutions, providing a more comprehensive evaluation of partner activities with Red Hat.

Furthermore, the company has standardised rebates and deal registration incentives for its Resell and Distribution partners. This is aimed at delivering greater transparency and predictability for partners, enabling more effective sales planning and fostering a competitive edge. The updated incentive structure builds on Red Hat's existing deal registration incentives, providing additional margin opportunities for developing new business partnerships.

Stefanie Chiras, Senior Vice President, commented on the updates, "Last year, the technology industry experienced a boom of new possibilities and remarkable advancements – from emerging opportunities around artificial intelligence to shifts in the virtualization market, Red Hat and our partners rallied to meet these needs and pave the way for future innovation. To help Red Hat partners remain agile in this fast-paced industry, in 2024 Red Hat introduced the first phase of updates to its partner program as part of our ongoing transformation efforts, including a new modular program framework, standardized incentives and upgraded digital tooling. Since then, we have been focused on making even more enhancements to help partners more seamlessly engage and reach their business goals with Red Hat, all while addressing key customer demands."

These updates are part of Red Hat's strategy to provide partners with greater autonomy and support their growth potential. Looking ahead, Red Hat hinted at further updates later in the year to continue advancing this vision and supporting partner businesses in collaboration with Red Hat.