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Citrix Systems Rolls Out New Channel Initiatives

Revamping its global channel strategy, software giant Citrix Systems has announced a slew of new channel initiatives that aimed at driving an inclusive growth of its partners. The company recently announced the launch of Net New Partner Sourced program, specifically designed for Citrix Solutions Advisors (CSAs), SI and ISV partners to actively seek new mid-market opportunities. Citrix has also announced the creation of new Strategic Development Fund for partners who bring new growth ideas to enable them financially and technically.
Citrix Systems is back on the track with refocused and reorganized business strategies post restructuring. With the new leadership in place at the global level, the company is now focusing on becoming a complete software solution company. The restructuring has brought a complete different focus on its relationship management strategies. The company appointed Kimberly Martin as Vice President of Partner Strategy and Sales Channel chief to renew Citrix commitment to partner community last fiscal. Martin has revamped the channel strategy of Citrix with the roll out innovative programs and reinvigorate ecosystem.
Citrix has also simplified its Citrix Advisor Rewards (CAR) program to ensure partners enjoy a more predictable engagement model with Citrix Sales, so that the company reward their selling activities throughout the sales cycle.
India, one of the key contributors to the global revenue of the company, is the key growth region for Citrix and the company is focusing on building a partner ecosystem to drive the growth. In India, Citrix is engaged with 4 types of partners, namely, Citrix Solutions Advisors (CSAs), SI partners, Cloud partners and Distributors.
Parag Arora, Area VP and Country head, India subcontinent, Citrix said that all the new channel initiatives of the company are very valid in India and the company is focused on expanding its channel base to reach out to new markets.
“Citrix is a 100 percent channel company. Currently we are working with 65 CSA partners. We plan to reach 100 CSA partners by the end of this fiscal. We are hiring a new set of partners as our business is growing in the country. We are also investing in cloud partners as this category is also growing rapidly”, Arora said.
The company has announced to create a new Strategic Development Fund for Citrix Solution Advisors (CSAs) and Distributors. The initiative will provide partners with funds to drive down the cost of marketing, demand generation activities which target the highest ROI opportunities in the mid-market space.
“ The Strategic Development Fund initiative is very important and we are already working with a few partners and enabling them to foray into new growth markets for us”, Arora said.
He said that Citrix’s channel strategy is based on three key policies: Partner growth, Profitability and Predictability. “ We believe in ensuring our partners’ growth who have helped us to enter into new geographies. We will continue to invest money in our channel and drive growth for our channel partners”, he said.
Talking about the future roadmap of Citrix India business, Arora said that India is one of the important growth markets and the company is making huge investments in its marketing and channel strategy

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