New Fortinet Channel Program is Indicative of Trends in the Industry

by: Nichole Gunn June 10, 2011

Network security is a top priority for just about all businesses and Fortinet, a network security and threat management solutions provider, realizes the importance of having an effective channel partner program in place to help with this issue. The company just launched FortiPartner Program (FPP), which offers innovative technology specializations for gold and silver international partners. Information Technology Planet reports that the new initiative is geared to supply all-inclusive security solutions via sales of its FortiWeb, FortiDB, and FortiMail products.

FPP is a four-tiered program, gold, silver, bronze, and managed security service providers, and is able to distinguish between the top-tier partners through the level of commitment they demonstrate.

The recent technology specializations put in place are to aide the partners in the gold and silver tiers by providing new market opportunities. Incentives, after partner requirements (technical certification, marketing performance, and sales target) are met, include special recognition and rewards.

Fortinet’s vice president of international sales operations Emilio Roman told the new source, “With more than 200 partners signing up every quarter, the latest specializations aim at further structuring our channel and rewarding our high-value partners, which truly invest in our brand, technology and products."

Partners that met the requirements to qualify as FortiWeb or FortiMail specialists are afforded access to lead generation strategies in place and product geared promotions. In addition, they are allowed to take advantage of a logo specifically for specialists to help with branding.

Once FortiWeb or FortiMail ‘specialist status’ is achieved, channel partners have the opportunity to qualified at the ‘technology expert’ level, the highest tier for specialization. But, they are required to be FortiGate certified first. Once approved into the top tier, partners are recognized with “best partner status,’ and receive entitlement to competitive discounts on across the board products.

A recruitment campaign will be launched in June, and is focused on garnering additional technology specials in the initiative. Benefits being offered to entice partners include: being partnered with a leader in technology, popular profit margins, training courses that afford certifications, and effective sales tools.

Peter Ostrow, Aberdeen Group’s research director of sales effectiveness and study author, explained that with the use of extensive technology, personal partner support, and marketing, “the leading companies are successfully linking their financial goals to tangible results, showcased by their stronger performance than other firms around advanced quota attainment, efficient lead conversion rates and growing average selling prices."

In today’s market, the channel sales model as a whole is undergoing changes. Aberdeen Group conducted a recent ‘channel selling’ study that reveals intended budgets and spending trend upward movement. This reflects potential growth “in the function's budget” throughout business verticals. FortiNet's FPP innovative strategies are reflective of those changes.