Citrix's Elite partner programme is bringing increased market share to the 300 EMEA resellers in the scheme with bigger deals and higher win rates than the vendor's other partners.
Carsten Thomsen, EMEA vice president for channels, sales programmes and strategy, said the vendor had embarked on the Elite programme to create a community of partners capable of engaging in strategic dicussions with customers around desktop virtualisation because many of them were still using a tactical, project-based approach.
Thomsen revealed Citrix had gone "back to the drawing board to try to design how we think the channel should be mapped to customer needs." The Elite programme is not limited to a particular category of partners but works across the vendor's traditional Gold, Silver and Authorised partner tiers.
As part of the programme, Citrix is also training 1000 individuals within the Elite partners in enterprise and strategic selling.
Thomsen also revealed that Citrix had axed 2000 partners in EMEA - equivalent to around a third of its partner base - because they were not bringing in business.
"We want to reward partners that invest in us. it's good for us that we've reduced the number of partners and it's good for our partners," he said. "It enables us to have a much more productive relationship with the partners we keep."