This week, Mitel announced a major update to its Global Partner Program. The company is shifting from a revenue and volume-based program to one based on value scored on points. This is an important change for Mitel as it enables them to transition their channel partners’ business model without putting them at risk.
When markets transition, in communications and across the rest of IT, partners often struggle to maintain the same volume of business as they need to invest in new skills and programs. Vendors that don’t adapt typically see their partners struggle, which leads to an eventual “lose-lose” situation. Given 60 percent of Mitel’s business flows through its channel partners, it’s critical that they get this right.
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Digging into Mitel’s Revamped Channel Partner Program
The change in the partner program is driven by the industry shifting from public cloud to a hybrid model. I’ve long been a big proponent of hybrid everything. Most areas of IT, such as compute, storage, and security, have already shifted to hybrid cloud, with communications being the last frontier to adapt it. In industries ranging from finance to manufacturing, businesses have embraced hybrid architectures to balance flexibility, security, and operational control.
As an example, IBM’s hybrid-cloud strategy enables global banks or automotive manufacturers to use hybrid architectures to support expansive IoT platforms. The shift to hybrid isn’t just a passing trend but rather a fundamental shift toward optimized outcomes.
Similarly, unified communications (UC) is entering its next evolutionary phase. According to IDC, integrated hybrid solutions are expected to surge from 5% of the UC market today to 40% by 2029, making them the fastest-growing segment in the industry. This shift represents a massive opportunity for partners who can deliver flexibility and integration across deployment models.
For partners, this means that the old playbook of selling standalone solutions no longer aligns with market demands. Success now depends on specialization, lifecycle engagement, and the ability to deliver outcomes, not just products. Partners who embrace this change, by embracing hybrid architectures and focusing on vertical expertise, will be well-positioned to capture this growing segment of UC and build long-term profitability.
Breaking Down the Key Takeaways for Channel Partners
Mitel is leaning into this trend with its enhanced Global Partner Program, designed to help partners capture this growth and outperform the market. Mitel told me they experience accelerated growth when communications are a critical component of an organization’s infrastructure, like the public sector, healthcare, hospitality, retail, manufacturing, and financial services. Frontline workers and hybrid environments demand adaptable solutions in these verticals.
These opportunities span critical verticals like public sector, healthcare, hospitality, retail, manufacturing, and financial services, where frontline workers and hybrid environments demand adaptable solutions.
Mitel’s differentiation comes from breadth and adaptability as the company offers a broad range of integration capabilities and deployment options, which include on-prem, private cloud, and public cloud, giving partners the flexibility to meet customers where they are and amplify their own ecosystem value.
Changes to the program include:
- A simplified, performance-driven structure that enables easier enablement and rewards activity and contribution.
- Progressive levels and performance rewards with benefits tied to growth and specialization.
- A points-based framework that recognizes revenue, training, specialization, and overall performance.
- Incentives for long-term value that reward renewals, loyalty, and multi-year relationships.
- Specializations, recognition programs, and co-marketing support to help partners stand out.
For Mitel, the elements of the program should enable it to expand its account base, raise retention rates, and deliver exceptional service. The program builds on the expertise partners already bring and opens the door to even stronger results.
Final Thoughts on the Evolution of Mitel’s Strategy
While most of the communications industry offers a public cloud-only model, Mitel has been steadfast in its belief that the market would eventually pivot to hybrid cloud. The IDC data confirms that the market is now moving in that direction, and Mitel is now shifting its partner model to meet its customers’ expectations.
Mitel’s new Global Partner program simplifies engagement, rewards performance, and enables partners to take advantage of the shift in the market. This should help Mitel and its partners grow, but more importantly, give customers the solutions they demand.
Guest blog by Zeus Kerravala, Founder and Principal Analyst of ZK Research.
