Last year, the technology sector experienced a boom With new possibilities and remarkable advancements, from new opportunities in artificial intelligence to shifts in the virtualization market, Red Hat has partnered with its partners to meet these demands and pave the way for innovation. To help them remain agile in this dynamic industry, in 2024 the corporation introduced the first phase of updates to its partner program, offering a new modular program structure, standardized incentives, and enhanced digital tools..
This year will be no different. Based on a product and technology co-creation module, new distributor engagement policies, and courses focused on the importance of incentives and reimbursements to stimulate sales, the second phase of updates to the global partner program aims to bring further improvements to partners and assist them in their business journeys with Red Hat.
Partner Program Co-creation Module
In 2024, Red Hat implemented a modular approach to its partner program, starting with three modules focused on Reselling, Distribution, and Co-Selling, designed to help customers achieve greater precision in their core business activities. Now, a new module, Co-Creation, will be available in the coming weeks to further reward Red Hat technology partners..
The Co-Creation module is aimed at partners who certify or validate their products and develop new solutions using Red Hat technologies. The course is particularly relevant for companies that identify as independent software and hardware vendors (IHVs and ISVs), systems integrators (SIs), and original equipment manufacturers (OEMs). Those interested in the training will earn points for activities such as co-creating solutions, validating and certifying Red Hat platforms, and developing content and go-to-market strategies to bring these solutions to customers. Accumulated points will unlock several benefits, including training, sales, marketing, and technical support within the platform..
Streamlining engagement with distributors
The company is implementing a distribution model to encourage greater engagement between distributors and their targeted partners, helping to increase skills development and improve the execution of product launch strategies. This will enable relationships business-to-business, empowering partners to choose a distributor of their choice, with whom they can develop long-term planning.
Through the incorporation of activities go-to-market within the partner program modules to recognize value-added initiatives, such as co-creation of marketing assets, customer demos, proof-of-concept development, and more. This allows partners to earn points and rewards and provides opportunities for lead generation progression. awareness of the customer. By integrating these activities, Red Hat aims to recognize the performance of partner activities through more holistic forms of relationships in order to achieve higher levels of assertiveness..
These go-to-market activities are included in all partner program modules. So, regardless of how partners choose to work with Red Hat, they can be recognized and rewarded as they participate and interact with this content.
Expanding incentives and reimbursements
With the latest updates to the global partner engagement program experience, Red Hat is standardizing rebates and incentives for reseller and distribution partners to achieve greater visibility and more predictable growth. This global rollout aims to provide Red Hat affiliates with clear, upfront insights to maximize profitability, plan sales cycles more effectively, and strengthen competitive positioning. The updated rebate and incentive structure complements the organization’s previously announced contract enrollment incentives, providing greater opportunities for partners to successfully enroll and develop new business.
Next steps
The transformation of the global partner program represents the company’s commitment to fostering an open approach to the alliance ecosystem, whether to deliver impactful, customized solutions to customers or to drive lasting changes in organizational structures. At the heart of Red Hat’s strategy is greater autonomy among different stakeholders, ensuring everyone benefits and has clearer growth opportunities.
Throughout 2025, members of this ecosystem will receive additional updates to develop new business streams and foster a more holistic and collaborative market vision. In the meantime, partners can find more information about the different program modules, go-to-market launch opportunities, the distributor-aligned model, and incentives on the Red Hat Content Center.
