For IceWarp, the partner ecosystem is basically a multiplier effect 

"The importance of the IT channel cannot be overstated. The channel will continue to evolve at pace, with new ways to consume and use technology taking precedence. Partners will continue to be trusted advisers to customers, adopting skills to make sure they are still technically ahead of new trends and offer maximum value to their customers and prospects. I expect the channel to include more services in terms of Professional services including integration and migration.

Our marketing development fund allows resellers to accumulate funds to engage in demand-generation initiatives based on a percentage of product sales. We also provide a variety of marketing materials, tools, and resources that partners can use to run campaigns. We also allow partners to register sales leads and offer them lead lock commits to pursue the deal through our partner friendly lead lock system and processes. We focus a lot on training and development and also provide presales and post-sales support to our partners.

The Partner ecosystem is basically a multiplier effect for any OEM. Once you have identified the various objectives of the partnership, you must structure your program to distribute your resources appropriately. If a partner already has an integration with your solution and mutual clients, you might wish to invest time and effort in establishing a tighter relationship based on a meaningful and common use case.”

Anita Kukreja 
Head of Marketing & Channel Sales - IceWarp