More GSIs, a personal workspace specialization and resources for consultants are part of Logitech channel chief Crystal Ferreira’s goals for the partner program.
Logitech is working on more additions to its partner program this year, including a personal workspace specialization, resources for consultants working with multiple partners and efforts to add more global systems integrators.
Also on the horizon is a specialization that recognizes solution providers working with Logitech’s growing professional audiovisual (pro AV) category of commercial-grade sound, video and control systems, Crystal Ferreira, Logitech for Business’ global head of channel and alliance, told CRN in an interview.
“A partner that is focusing on BYOD (bring your own device), for example, may not have the same capabilities,” she said. “We want to make sure that we give those partners that have made those investments and can provide that support to the customers first right to those opportunities and the products.”
Ferreira spoke with CRN ahead of the Lausanne, Switzerland-based device maker’s Logi Launch event showcasing new enterprise-grade conferencing equipment. The event runs through Friday and comes just days after Logitech’s 45th anniversary as a company.
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Logitech’s top channel goals for 2026 include improving partner technical skills and encouraging partners to sell a broader part of its portfolio, according to CRN’s 2026 Channel Chiefs.
John Richards, vice president of engineering at Tampa, Fla.-based AVI-SPL—a Microsoft Managed Partner and No. 57 on CRN’s 2026 Solution Provider 500—told CRN in an interview that Logitech has been one of the solution provider’s preferred partners, working together on AVI-SPL’s Chicago solutions lab.
AVI-SPL has collaborated with Logitech around product and service previews and customer feedback as part of the two companies’ close relationship, Richards said.
The solution provider has seen high demand for its reference designs and productized room-specific solutions, with AVI-SPL providing clients with a fully vetted bill of materials (BOM), scope of work (SOW) and “fast track” room kits to move quickly and efficiently from proposal to execution.
“Other competitors may not have that same level of infrastructure internally to scale that across a global team like we do,” Richards said.
Here is more of what Ferreira had to say about Logitech’s evolving partner program and the opportunities for solution providers.
What should Logitech solution providers know about the new product portfolio?
This extends the capability for partners. We have been known as having simple solutions and easy to install. But partners are all looking at, ‘How do I make money?’
This gives them more opportunities to include additional services, to have a better and longer, more strategic conversation with their customers. … The great thing about Logitech is our opportunity is not just those complex rooms, but we scale from that small, medium, large, complex and then flexible spaces.
So for a partner, the opportunity is to really go in and have a true strategic conversation with the customer of, ‘What is the experience that you’re looking for? What is the space that you have? How do we help you to design those spaces?’ And to use a single vendor to build out that workspace.
It sounds like customers deploying these new devices may no longer need ceiling speakers. Is that right?
Depends on the room. I wouldn’t say never. But … it’s a lot simpler of a solution not having to go into the ceilings and to put in those speakers.
A lot less complex, which makes it easier for the partners to make money. … From a partner perspective, they’re looking at how do they provide a solution that is hitting on the ROI that their customers are looking for. And then how do they make money.
And so when we look at our partners and the engagement that they have with us, it’s how can we provide them a path to profit, but also to meet the needs of the customer.
Has Logitech been impacted by supply chain and memory component issues like the rest of the tech sector?
We have no problems with supply.
We manufacture in multiple locations. We’ve not had any challenges with making sure that the product is available for the customers.
How can Logitech Sync and remote management help partners create recurring revenue during this hardware refresh cycle?
We’re really looking at how do we expand or extend the life of the product but also give the partners those touch points to make sure that they are increasing their revenue and share with that customer.
So the actual hardware and the software is simple. Easy for them to sell. But there is opportunity with Sync and the remote management capabilities for them to continue to be involved with space management as well as the user interface, the sensors. They can do that for the customer, all remote.
As we get into more and more complex rooms, and we’re talking about workplace experience, not just a video experience in one room, we’re going beyond that bar. It’s a lot more opportunity for those partners.
How is Logitech’s partner ecosystem evolving in the AI era?
We’re seeing the requirements and the needs from the customers to have a more simplified transaction. And so if they’re just buying a piece of hardware, they may transact on Amazon or an e-commerce platform.
But we know that in general, customers are engaging with at least 10 partners before they’re making that decision. And so we’re trying to provide the content and the enablement to our partners so that we can have consistency for the customers, making it easy for them to make their decisions.
For the partners, we want to make sure that they have the opportunity to make money. And so we have implemented within our program specializations for those partners that are focused on video collaboration [for example] … that give them more opportunity for profit for the investment that they’re making.
They’re spending time doing the training. They’re spending time making sure that they have the right marketing materials. An experience center … if you experience it, you can believe it. … Partners need to be able to sell it and to experience it.
And so when they add those different elements—and they have the technicians that can actually do the design, do the installation, and then help with day-two support—then they can reap more rewards in the end.
That’s really important [that] we have that because our product portfolio is very wide. We would love for all of our partners to sell both our personal work solutions and the team workspace solutions, but the reality is that partners oftentimes are very focused on a niche.
And so those that are pro AV may not have the expertise and the workflows in place to sell personal work solutions. And oftentimes, we’re seeing those partners collaborate together.
So if a partner does not have, for example, the ability to do installation, they’ll bring a pro AV installer in to support.
But they have the customer relationship. So we’re seeing much more multi-partner relationships with customers.
Is Logitech’s distributor relationship evolving?
We are two-tier distribution. We’re 100 percent channel. So all these products will go through the channel and through distribution. … Especially because our ecosystem is so broad—we have our partner program and partners that we have there.
But then we have a long tail of partners that, like I said, they’re very focused on niche. Sometimes very local.
And we just do not have the breadth to be able to do that enablement. And so the distributors work with those partners more than those that are our strategic partners. They do enablement for them. They do post-sale support.
We’re also working with them to do engagement on services and renewals for services to make sure those partners don’t lose those opportunities as well. … Especially for a global company like us, we have to have distributors in market.
The most challenging thing to do is when you have a global opportunity and making sure you have consistency in product and capability within your partner ecosystem. And our distribution partners help us to do that.
What does the future hold for Logitech and its partner ecosystem?
We’re trying to get our partners to look at how do we become strategic, trusted advisers for the customer around the full experience within the workplace.
Whether that is in the office, whether it’s remote, whether they’re mobile and we have solutions for all of those.
So we’re trying to stretch in those partners that are focused on one area or the other to imagine the possible and start asking the questions.
If you’re talking to the person that is making the decision on the room and video collaboration, why not ask, ‘What are you using in the room for peripherals?’
Because when we’re empowering the customer to be AI ready, it’s whether it’s in the desk or it’s in the room. And Logitech can provide solutions for all of that.
And so, oftentimes they’re very narrowly focused in what they’re doing today. So we’re trying to challenge them to expand your opportunity and expand it with Logitech because we can help you in all of the areas regarding work. … The program today is a track-based program, which means those partners can choose which track they want to be in based upon the investment that they’re making.
If they’re doubling down on Logitech, and they’re making significant investment, they can get to the top track. Top track is Principal track. … [We] give you deal registration, basic discounting, enablement, access to the portal, the basic bread and butter or table stakes.
We’ve layered in specializations. So specializations are based on product portfolio and the investments that you’re making and being able to support and your expertise in that.
We also have a global designation. So partners that truly can stretch the globe and support our global customers can be a part of that global designation. That gives additional rebates. It gives rebates across all of their entities.
And the goal there is to really not just incentivize them because they’re global, but to help stretch their secondary markets. No partner is equal across all of the markets. And we want to support them in growing those multiple markets.
Can we expect a specialization for the pro AV product line?
We will have something that is dedicated to pro AV. … We do look at those partners as having unique capabilities. They’re really certified in audio and extended video.
So a partner that is focusing on BYOD, for example, may not have the same capabilities. And we want to make sure that we give those partners that have made those investments and can provide that support to the customers first right to those opportunities and the products.
We are looking at our rebate structure. It’s getting super competitive in the world—not just for Logitech, but for everybody. We hear it from the partners. It’s getting really tight because they’re also having to compete with e-commerce.
So we’re always looking at how we can improve that to expand profitability—but also looking at new opportunities for them.
This year, we launched our services specialization, which is specific for our MSPs. So those MSPs who truly want to use their own services. This is a co-delivery model where they can white label for video only, not on the peripheral side.
But it gives them access to core software, multi-tenancy, the ability to truly manage their customers, but getting the extra secret sauce from us.
This is an exclusive to those partners. So those pro SKUs (stock-keeping units) are only available to those partners that have made those commitments. And we’re looking for things like services attach rate, technical capability.
And that has been really exciting for those partners because instead of having to compete with us—we of course have our own service offering—but they can make this unique to their capabilities.
What else should solution providers know about the service track and specializations?
We just launched it this year. And it’s been a slow pilot.
The reason for that is because the partners have to create their own offer. And so we are spending time with them to understand what the SKUs are that they have available, and then to make sure that they have the offers built out properly.
Specializations are by category. So we have one for video collaboration.
We will be launching personal work solutions. That will be new this year.
And then we have the services specialization, which layers across. Any partner can do it as long as they can meet the technical requirements.
And then there is a requirement—it is not a revenue requirement on services. It’s more on attach rate because we want to increase services attach rate, whether it’s with their own offer or ours. So they can mix.
So if they have a customer that is wanting the Logitech Select [the vendor’s premium, enterprise-grade service and support plan designed for meeting rooms and shared workspaces] offer, they can sell that and still make their rebates.
What are your channel goals looking ahead?
We’re always looking to see how do we better enable [partners], how do we make it easier for the partners to do business with us and to provide the solutions to our customers.
This year we have a priority to expand our ecosystem—not in numbers per se, but in different segments of partners. So we’re looking at GSIs, which have not historically been a [major partner segment for Logitech].
But as we’re going into those complex rooms and we’re talking about full workplace experience, they’re having those strategic conversations.
We don’t have a specific track for them today because usually that requires custom engagement, but it gives us the opportunity to get closer to those larger global customers.
And then we will also be launching a program for consultants. Consultants are a part of that full ecosystem where we’re talking multiple partners involved.
Our resale partners are the ones that actually said, ‘Please start engaging with those consultants so that they’re telling the same story.’ And then we can bring the opportunities together and they can partner together. So we’ll be doing that this year.
And then I mentioned e-commerce. E-commerce is very important these days. And we will be working with our traditional partners and how we expand their digital capabilities, as well as any marketplace that we think is a relevant place for our customers to transact on.
The goal is really to have consistency in the messaging of the product and that it is easy for the customers to transact.
But also make sure that each partner has their role and can make profit by partnering with Logitech.
Do you have a message to solution providers with industry specialties?
We do have a priority in focusing on some key verticals. And so when we look at our partner ecosystem, we look at those partners that are prioritizing verticals that we’re selling into or prioritizing as well.
Of course, we sell into every vertical, but we’re looking at how we can provide use cases as well as curated solutions that meet the needs of the doctors, for example. So our priority verticals that we focus on are government, healthcare and education.
And we’re trying to make sure that they are empowered with the right tools. To market the solution or the story that you’re telling to a healthcare facility is quite different than that of an education [client].
So we’re making sure that they have the right tools to be successful within each of those. … As we’re building out the resources to support the channel, in North America specifically, we’ve added a vertical channel manager.
And so those channel managers have that subject matter expertise within that vertical. And they come in as that subject matter expert to those partners and make sure that they can answer those questions. … They have an understanding of the way that those customers are purchasing. And they can support the partners in that way.
So we haven’t gone to the specialization route, although it is something that we’ve talked about. We just haven’t gotten there. But we are making sure that the partners have access to the right resources for support.
What unique requests has Logitech fielded to build out the GSI part of the partner program?
In general, they are looking at how they can build out their service offer rather than sell hardware.
We approach that type of partner differently. They first install a demo center and a testing lab to see how can they actually design an offer around the solution versus sell the hardware first.
They’re selling the service first, and the hardware is secondary. And oftentimes they’ll bring in a pro AV partner or an AV partner to actually sell the hardware and do the rack-and-stack for them.
What’s great about the GSI is they get the aha moment of not speaking about price and actually having a conversation about workplace experience rather than talking VC (video collaboration) or collaboration or personal work solutions.
So they’re having a much broader conversation from the beginning. And we’re learning a lot from them and how they do that to help our smaller partners that are focusing specifically on video or personal workplace to help them to get into those larger conversations.
Are you hearing partners talk about outcome-based pricing?
I would say the GSIs are much more focused on as-a-service pricing. We will launch with Ingram [Micro] Finance an as-a-service offer when we launch gen two.
And we’re really excited about that, which will make it a lot easier for our smaller partners to be able to remove the price from the conversation by giving a monthly price. So that will be something that will be added to the program as well.
You can get as-a-service from any distributor. It’s just not Logitech specific. This will be very much—we will curate the bundle.
It’ll be basically a room in the box. … We’ll take [Logitech’s all-in-one 4K conferencing system Rally Bar] Huddle, the mic pods, everything that you would need within the room, as well as service, and bundle it into a one monthly fee.
This is a service that the distributors have available already. But oftentimes the partners don’t know about it.
And our direct team—we sell all through channel, but we have a direct engagement team that builds relationships directly with our large strategic customers. It’s a co-sell model with our channel. And this … just takes the price off the table, really focusing on the solution and the value prop(osition). … Our partner locator, we’re actually updating that next year.
It will be a lot easier because you’ll be able to see those specializations. You’ll be able to see the expertise. The partners will be able to do their own page.
[We work] with the mindset of—how do you make it easier with AI? There are so many tools now. You want to make it simple for the partners. They have lots of portals that they have to work with.
