8×8, a leading global business communications platform provider, has introduced a new partner programme for its direct resell channel that rewards customer retention and expansion, in addition to new business activity.
The shift reflects a fundamental change in how 8×8 measures partner success, looking at new business growth as well as retention and opportunities with existing customers. Under the new four-tier structure – Authorised, Silver, Gold and Platinum – direct resellers can earn financial rewards according to their tier level and gain full access to the 8×8 supporting teams. Monthly performance dashboards provide real-time visibility into progress against these metrics.
With the new programme, 8×8 ensures support for partners through the full customer journey – landing new business, expanding through multi-product adoption and retaining their existing customer base.
8×8 has appointed Maryam House to the newly created role of global director of strategic programmes. She has spent the past year as 8×8’s senior partner success manager, working directly with resellers. House’s promotion reflects the company’s decision to elevate the partner feedback she has been collecting into executive leadership and she will work alongside channel leadership to drive results with partners.
“Most partner programmes reward activity – but this one rewards outcomes,” said Emily Masterton, Global Head of Channel at 8×8. “As our business – and the wider industry – have evolved, it’s clear that deep customer relationships drive true value, alongside winning new business. This programme reflects that shift, with real investment behind it: dedicated channel account managers, outcome-based enablement, co-marketing support, proactive feedback loops through our Centre of Excellence.”
Partners respond
8×8 tested the new programme with select partners around the globe. The response has been strong, particularly around the focus on longer-term relationship building and the opportunities it opens.
“You want partners that understand exactly what you need to deliver for success,” said Michael O’Donnell, Chief Commercial Officer at Opus Technology. “This new 8×8 programme delivers on that front because it’s looking at the big picture and going beyond just bringing in more business. I’m looking forward to seeing what we can achieve.”
“Long-term customer relationships are what our business is built on and the new partner program exemplifies that,” said Rick Dell, CEO of Vertical Communications in the US. “8×8 designed the new partner programme around retention and strategic growth, not just new logos alone, which is exactly how we operate. As their only Platinum partner in North America, we’ve already seen what our partnership with 8×8 can deliver. This programme gives us the structure to do a lot more of it.”
“The new 8×8 partner programme addresses something we’ve been waiting for: a structure built around our success, not just 8×8’s,” said Brend Johnston, Managing Director, Arrow Voice and Data. “It rewards retention and depth of partnership, not just new business, which reflects how we actually run our business at Arrow Voice & Data.”
