8x8 wants to deepen collaboration in 2024 with brand-new partner programme

Speaking to CRN, channel sales leaders at 8x8 discuss how the vendor is planning to grow cooperation with the channel

UCaaS and CCaaS vendor 8x8 is launching a new partner programme in 2024 to deepen collaboration with partners and provide them with value and growth.

The key pillars of the new partner route will be enablement, channel marketing, cross-sell and collaboration, Michelle Paitich, VP of global channel sales told CRN.

The programme will also include the recently announced tier, SellWith8.

"We want to be the easiest and best partner to work with, driving growth for partners."

The programme will feature tailored offerings for different partner types like agencies and resellers based on their feedback.

But she defines success as aligning the programme to support different go-to-market motions and regional needs.

"Collaboration is a key trend in the IT industry right now - working closely with partners across the entire customer lifecycle and embedding partners in everything we do is essential," Paitich adds.

"At 8x8, we take a unique end-to-end approach to enablement across the partner lifecycle. We provide training in various formats. When partners are selling to customers, we provide ‘last mile' support by being there side by side to ensure smooth delivery and customer success."

Partner enablement

As the IT industry moves quickly, partners want assurance that vendors are aligning to help their growth and add value.

And one way to do so is through partner enablement.

Paitich explains that 8x8 is aiming to hone in on use cases and customer stories to simplify the complex technology landscape.

"Partners need to easily grasp how our solutions address customer pain points," she adds.

"We provide comprehensive end-to-end enablement - sales, technical, pre-sales, implementation, support, plus deployment shadowing.

"The next level is keeping partners updated as our products rapidly innovate. They need to stay one step ahead and understand our latest platform capabilities to discuss with customers."

According to her, the channel values working with 8x8's CPaaS/AI partners, and so the company must continually ensure they have the tools, resources and expertise to immediately support their customers with our newest innovations.

"Though we have solid enablement in place, with our rapid product development there is always more coming. The key is making sure partners have everything they need, including translating materials for different regions. Our enablement is powerful but requires constant focus."

AI will play a role in the development of enablement strategies and so Paitich says: "AI requires tailored education. Our Intelligent Customer Assistant product is key for partners to successfully deliver AI and drive customer success."

Emily Masterton, regional VP of EMEA channel sales at 8x8 adds: "We are providing AI enablement in bite-sized chunks focused on use cases, to bring the technology to life. Hands-on exposure is most impactful for partners to grasp our AI solutions.

"Use case focused enablement is a best practice as partners implement AI."

Partner recruitment

In 2024, Paitich wants to take a holistic view mapping partners to products, verticals, regions and customer segments based on needs and expertise.

"Integration capabilities are key. With customers in mind, we identify which technology partners will drive solutions forward. There are regional differences in go-to-market."

In the UK, Masterton says the focus is on supporting 8x8's existing partners rather than mass recruitment.

"In other regions like France where we are expanding we look to onboard new partners who want to collaborate closely and provide white-glove service.

"Overall we are strategic in which partners we align with for different areas."

Standing out

Today's market is highly complex with many vendor options across industries so the main challenge facing 8x8 will be staying competitive on product and especially on support.

"Partners work across platforms to drive initiatives for customers as their trusted advisor," Paitich says.

"Our cross-sell aligns to their broad roles. The key is keeping partners and customer success central in everything, collaborating hand-in-hand."

Masterton adds: "With rapid change, remaining easy to do business with is crucial. We think ‘partner first' when innovating and launching new products. Staying connected to their needs and goals enables customer success.

"There is so much exciting innovation happening. I love channel work and our amazing team. Doing this in true partnership is what makes it rewarding. Hearing the positive feedback that our approach resonates with partners motivates us forward."