The technology industry has seen a surge of innovation over the past year, with advancements in artificial intelligence (AI) and shifts in virtualization creating new opportunities.
Red Hat and its partners have been at the forefront of these changes, driving progress and preparing for the future. In 2024, Red Hat took a significant step forward by introducing the first phase of updates to its partner program. These updates included a modular program framework, standardized incentives, and enhanced digital tools—all designed to help partners remain agile in a rapidly evolving landscape.
Building on this foundation, Red Hat is now unveiling the next phase of its global partner engagement experience, bringing further enhancements to support partners in reaching their business objectives while addressing key customer needs.
Introducing the Build Partner Program Module
Red Hat initially rolled out a modular approach to its partner program with three core modules: Resell, Distribution, and Sell With. These modules allow partners to engage in activities aligned with their business goals. Now, Red Hat is expanding this framework with the introduction of the Build module, set to launch in the coming weeks.
The Build module is tailored for partners who certify, validate, and develop new solutions using Red Hat technologies. This initiative is particularly beneficial for independent hardware and software vendors (IHVs and ISVs), systems integrators (SIs), and original equipment manufacturers (OEMs). Partners participating in this track will earn points for co-developing solutions with Red Hat, certifying products on Red Hat platforms, and creating go-to-market strategies. Accumulated points will unlock a suite of benefits, including enablement, sales support, marketing resources, and technical assistance.
Red Hat is streamlining its distribution model to foster deeper relationships between distributors and their partners. The updated approach enables partners to select a preferred Red Hat distributor, facilitating strategic planning and investment alignment. By strengthening these business-to-business connections, Red Hat aims to boost skills development and improve go-to-market execution, ultimately driving mutual growth.
Recognizing the importance of marketing and sales enablement, Red Hat is now integrating go-to-market activities into its partner program modules. This initiative acknowledges value-added efforts such as co-branded marketing campaigns, customer demos, and proof-of-concept development. By earning points for these activities, partners can increase their visibility, generate customer demand, and strengthen their market presence. The integration spans all program modules—Resell, Distribution, Sell With, and Build—ensuring a holistic approach to performance measurement and engagement.
To provide greater transparency and predictability, Red Hat is standardizing incentives and rebates for its Resell and Distribution partners. This global update allows partners to better forecast profitability, streamline sales planning, and enhance their competitive positioning. The revised structure complements Red Hat’s existing deal registration incentives, offering additional margin opportunities for partners who successfully register and develop new business.
Red Hat’s ongoing transformation of its global partner engagement experience reflects its commitment to fostering an ecosystem-first approach. By offering greater flexibility, clearer growth pathways, and stronger collaboration opportunities, Red Hat is empowering its partners to drive innovation and success. Additional program updates are expected later this year, further reinforcing Red Hat’s dedication to partner enablement and long-term business growth.
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