New Relic Expands Partner Program to Accelerate Observability Market Push – Software

Observability software developer New Relic today unveiled a significant overhaul of its channel operations, launching a new partner program with increased resources to support the company’s growing number and range of channel partners.

The New Relic Partner Stack program, which replaces the former New Relic Partner Network, will provide partners with an expanded suite of training and accreditation programs, sales tools and resources, marketing campaigns and additional personal support.

The goal is to help partners expand beyond resale to provide services around New Relic software and “become thought leaders in this observability space,” said Riya Shanmugam, vice president. -group president, alliances and global channels at New Relic, in an interview with CRN US. .

“I think there are many opportunities for us to evolve and refresh our partnership strategy to give more importance and benefits and incentives to partners to grow their business with us,” said Shanmugam, who joined New Relic in November 2021. “That’s really the way forward and how we refocus our strategy around partners.”

New Relic works with more than 1,000 partners today, including resellers, referral and fulfillment partners, managed service providers, cloud service providers, global systems integrators, and technology partners. The company is not disclosing how much of its sales – $786 million in fiscal 2022 (ending March 31) – involved the chain, but Shanmugam described it as a “significant percentage”.

“One of the things we’re thinking about — and laser-focusing on with this initiative — is how we view partners as an extension of our own teams,” the channel chief said. “And by that, I mean, we want our partners to not just resell, we want our partners to provide services as well. We want our partners to be thought leaders in using our products in this observability space.

Observability capabilities

New Relic markets a unified data observability platform that provides development engineers and IT support teams with the ability to collect computer system and application telemetry data (including metrics, events, logs and traces) and full-stack analytics tools to measure and monitor system and application performance and plan, build, deploy, and manage enterprise software.

“Observability is a relatively young discipline – where we were with Cloud 10 years ago is where we are with observability today,” Shanmugam said.

Before New Relic focused on observability with its flagship New Relic observability platform, the company positioned itself in the application performance monitoring space with nearly 20 products. In addition to the change in product strategy, the company has also moved since 2020 from a license sales model to a consumption-based pricing model.

These changes, combined with the growing adoption of cloud computing, have allowed New Relic to work with a much broader portfolio of channel partners.

“Channel partners, cloud providers and technology partners are a key pillar of New Relic’s growth strategy,” New Relic CEO Bill Staples said in a statement. “We are committed to developing a rich ecosystem of global partners and have made significant investments in our partner organization to drive our partner growth and fuel New Relic’s global expansion and growth, now and in the future. .

Strategic service provider CloudEQ has partnered with New Relic for several years, using New Relic’s observation platform internally, implementing it for customers as part of its professional services and development offerings of cloud applications, and running it as part of its managed services portfolio, says CEO Sean Barker in an interview with CRN.

Barker views the revamped partner program as New Relic’s recognition that it must “tap into the partner network” to reach new customers in the United States and around the world. “I think it’s critically important for their long-term growth, as well as their short-term growth,” he said.

New Relic Partner Stack Resources

The four-tier New Relic Partner Stack program offers a range of benefits including co-marketing opportunities, co-branding assets, use case development, deal registration, margin discounts and renewals, sales tools and training, product trials, technical support and resources. , observability campaigns, and support from partner development managers and partner engineers, according to the company.

New Relic also works with technology and developer partners who build products around the company’s platform, providing access to development sandboxes and demo environments.

And the company offers customized training, when needed, and provides partner accreditations for technical, sales, and service capabilities.

The company is also revamping its Partner Portal and launched a Partner Advisory Board, as part of its “Voice of the Partner” initiative, to help “influence, validate and impact” “direction, value and structure”. of the partnership program, according to the company.

CloudEQ’s Barker sits on this advisory board and said New Relic chain executives have been “very receptive to the ideas and concepts” of the board and take its “recommendations and suggestions very, very seriously.”

Barker praised the flexibility of the New Relic Partner Stack tiers, which he said welcomes partners who attract many new customers as well as partners like CloudEQ who are focused on providing services and generating multimillion-dollar contracts. with very large Fortune 500 clients. . “They’ve been very receptive to that kind of approach.”

“I think the training and prioritization and investment they make in the broader partner community and willingness to be open and transparent and provide an opportunity to accept, create, absorb and implementing feedback, is really what’s fantastic,” Barker said.

Meet level requirements

While the new curriculum and its resources are now live, Shanmugam said partners will have time to meet the new level requirements. Achievement of the level will be based on criteria such as the number of business and customer engagements generated, as well as the number of trained and accredited professionals.

“We can’t do this without our partner ecosystem,” Shanmugam said. “There is a strong commitment and belief within New Relic that we want our partner ecosystem to be an extension of our own team as we continue to grow and as our growth goals are put in place. “

The changes come as New Relic has bolstered its partner organization’s leadership staff. Besides Shanmugam’s appointment, key hires include Akhil Kapoor as VP of Cloud and Product Partnerships; Jesse Clem as Vice President, Alliances and Channels, Americas; Nic Harvey as Senior Director, Partner Sales, EMEA; Lily Wai as Senior Director, Alliances and Channel Strategy; and Cindi Johnson, Senior Director, Global Partner Marketing.

“They have outstanding leadership that they’ve brought on board,” CloudEQ’s Barker said. “They really double the partner space from a management perspective and strengthen the partner support teams.”

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