Google meshes multiple enterprise partner programs into one

The goal is to boost the quality and engagement of its resellers, integrators and developers

Google will try to boost the enthusiasm, commitment and sales of its enterprise partners with a revamped, consolidated program that offers more incentives and rewards.

Google's seven enterprise partner programs, organized around products and geographies, will be fused into one designed to simplify and intensify the company's relationship with resellers, system integrators and developers.

The new Google for Work and Education Partner Program, announced Thursday, will encompass the Apps suite, Chrome browser and OS, Android, the Cloud Platform's IaaS and PaaS products, enterprise Maps technology and Search Appliance.

The program will have three tracks: the Sales track for resellers; the Services track for integrators and consultants; and the Technology track for developers. Partners can join more than one track. There will also be two tiers of partners: the regular tier and the Premier tier.

Google's 10,000 enterprise partners will be transitioned to the new program, which comes with revised requirements and a new application process. Partner benefits include access to marketing and sales support, training and resources, a customer account management console, permission to display official Google badges, product discounts and listing in the official partner directory. Those in the Premier tier get extra benefits in areas like partner support, marketing, funding, financial incentives, events and training.

Google is focused not just on the number of partners it has but also in the quality of their work and their commitment to the Google products, according to Murali Sitaram, director of Global Partnerships & Strategic Alliances, Google for Work. Specifically, it's important for Google to ensure that partners represent the company's brand effectively, conveying a spirit of innovation and speed in cloud and mobile.

The company expects it will be easier to drive home this message to all partners and steer them in this direction by consolidating the multiple, narrower programs into this all-encompassing one.

"We want the partner ecosystem to reflect that appropriately," he said.

Juan Carlos Perez covers enterprise communication/collaboration suites, operating systems, browsers and general technology breaking news for The IDG News Service. Follow Juan on Twitter at @JuanCPerezIDG.

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