Cisco shifts partner compensation to reward influence
SiliconANGLE: Cisco Partner Summit: Five insights that will define the channel in the AI era
For most of its 30-year history, Cisco Partner Summit has focused on how partners sell Cisco Systems Inc. technology. This year’s event in Vancouver was about something different: how partners make money in a world where the transaction is no longer the main event. Cisco entered the event with tremendous momentum, as its stock was […] The post Cisco Partner Summit: Five insights that will define the channel in the AI era appeared first on SiliconANGLE.
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Cisco's partner summit in Vancouver revealed a major shift in how the company compensates partners in the artificial intelligence era. Rather than paying only for completed transactions, Cisco now credits advisers, consultants, and developers who influence deals even when they don't execute them, starting with marketing support and moving to referral incentives in spring. The company is also enabling partners to deliver Cisco IQ services under their own brand with access to customer data and tools, allowing partners to expand from one-time hardware sales into recurring revenue services that can multiply deal value. These changes reflect a broader recognition that customers work with multiple partners across numerous decision-making moments before purchasing, requiring a business model that rewards influence and advisory work alongside traditional sales.
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