Rubrik launches new partner programme with points-based scoring
CRN caught up with VP of global partners and alliances Ghazal Asif to hear whether the vendor’s new points-based system has been met with criticism from partners
Rubrik has today unveiled its new partner programme which aims to recognise its top-performing partners, regardless of their size.
To find out more about what the new programme entails, CRN spoke with Rubrik VP of global partners and alliances, Ghazal Asif who lifted the lid on the announcement.
Asif said the Rubrik Transform Partner Program is an update of a previous version.
However, the vendor claims it was "redesigned from the ground up", and is therefore treating the programme as a new launch.
Asif explained that the Zero Trust security specialist decided to undertake a revamp in order to capitalise on two huge trends.
"Rubrik is at the intersection of two extremely important trends within the industry, which is data and security," she said.
"Many of our partners are helping customers understand the role that partners play, and helping our customers become very resilient when it comes to ransomware attacks and strengthening their security posture.
"And we wanted to make sure those partners that are doing those activities are being rewarded and our programme."
Rubrik's points system
One of the biggest changes is the introduction of a points-based scoring system, which allows partners to build up marks based on specific activities outlined in the programme.
This structure allows partners to unlock tiers - Authorised, Elite, and Elite+ Partner - with the top tiers providing additional financial benefits and investments from Rubrik, regardless of partner type, size, or previous status with the vendor.
Points-based systems have faced backlash in the past, most notably when Microsoft made controversial changes to its cloud partner programme, which came into effect October 2022.
However, Asif claims Rubrik hasn't faced such pushback so far with its points system that aims to offer smaller partners a chance to gain a spot in its top tiers.
"We did extensive research before we launched the partner programme by speaking directly with our top partners in the UK and the US, and even in places like Japan," she said.
"We tried to understand what it is the partners are looking for. What we heard loud and clear were partners saying, ‘Hey, we may not ever be the size of a very large national partner, but it doesn't mean that we're not driving value.'
"So this points-based system recognises that value. We took a lot of input directly from our partners and designed this programme based on their feedback."
She added Rubrik has doubled down on its investments with tiered partners through customised incentives, rebates and enablement around security assessments within the top Elite and Elite + tiers.
"What we're trying to achieve is higher profitability for the partners, more value add for our customers and aligning all of this to our vision around cybersecurity."
Profitability is one of the main obstacles partners are trying to overcome, according to the vendor partner boss.
"Many partners that are in the value added resale space have traditionally sold hardware. We all know that margins on hardware are continuing to get really conservative, in some cases, single digits," Asif said.
"So partners really care about driving profitability and their bottom line, and that's one of the things that this programme will address."
Another challenge facing partners is how they can differentiate themselves in the market, which Asif claims Rubrik's Elite and Elite + tiers helps address through offering security assessments, on top of the ever increasing threat of ransomware.
"Ransomware is one of the biggest threats to our economy. It is a universal problem, no company, government or partner is immune," she said.
"And our partners are critical to our role and in our mission of securing the world's data."