Simplicity in reporting and measurement are ‘absolutely’ the underpinnings of the overhauled partner program, according to Nick Tidd, Zoom’s head of global channel go-to-market.
Zoom is overhauling its global partner program to help partners differentiate on its path toward becoming a channel-first company, Nick Tidd, head of global channel go-to-market for Zoom, told CRN.
Zoom Up “3.0,” based on partner feedback, will include distinct tracks for resale and agency partners, a dynamic points-based system, an annual assessment period, and enhanced partner segmentation so that customers can identify the best partner to meet their needs, Tidd said.
“What is fundamentally different from our current program is now we’re aligning around our routes to market, which our current program does not do,” he said. “Our advisory councils, of which we have three around the world, helped shape this program that really is going to focus on that ability for partners to present themselves based on the characteristics of how they want to differentiate themselves in the market around the Zoom product portfolio.”
[Related: Zoom Up Partner Program Evolves As Videoconferencing Giant Undergoes Channel-First Transformation]
Zoom in May revealed that it was simplifying pricing and making it easier for partners to help themselves via self-service capabilities for faster quoting and to accelerate deal cycles and simplify pricing for Zoom’s tens of thousands of global partners, the company told CRN at the time.
In February, the company unveiled the Zoom Up Services Program, which rewards partners based on their investment and skill sets and arms them with specialized enablement and training via three partner service models, including Reseller or Referral, Certified Services, and Partner-Delivered Programs.
Zoom Up 3.0, Tidd said, is the “next evolution” in the company’s journey of adopting a partner-first strategy.
The revamped program will feature a new, flexible, points-based system that allows partners to earn credit for the activities that align most closely with their business goals. A fixed, 12-month assessment cycle starting October 2026 will give partners more structure and predictability, allowing them to better forecast and plot their year, the company said.
“Any partners that are investing today, we will recognize those investments [and] we will not do any level assessment until October 2026, so this gives [partners] a long runway to get ready. The more notice you can give, the better,” Tidd said.
As part of the new partner segmentation within the program, the Zoom Services Certification program is being integrated within Zoom Up, as well as existing sales competencies, which will recognize partners for their specific areas of expertise, the company said.
As the company adopts its partner-first strategy, more resellers will enter the ecosystem, according to Tidd. It’s important for partners that Zoom helps protect the integrity of the investments they have already made, he said.
With that feedback in mind, it’s about segmentation and then rewarding based on behavior, Tidd said.
“There [are] two really key attributes to growth—one is reducing churn, and two is net-new customers being on-boarded through our partner community. Our program is really going to call that out and recognize that as a key differentiator, which is currently not in our program today,” he said.
Zoom will also be rolling out a new partner program dashboard in February 2026 that will let partners easily view their targets and attainments. The company will also be introducing a new partner locator tool at the same time to promote those who have made investments, Zoom said.
Simplicity in reporting and measurement are “absolutely” the underpinnings of the new program, Tidd said.
“Recognizing that our community carries more than one manufacturer [and] having everything programmed on a dashboard from a complete self-service perspective [are key]. … Getting the program right is even more critical than it’s ever been before,” Tidd said.
Tidd, for his part, measures success based on three factors: unique partner count, visits to the portal and assets that partners are viewing and using, and bookings through the channel.
“I can tell you all of them have double-digit growth year over year,” he said.
Zoom told CRN that it generates more than 30 percent of its enterprise revenue through the channel today.
