Late January made one thing clear for partners and MSPs: hyperscalers are done paying primarily for migrations. AWS, Microsoft, Google Cloud, and IBM are reshaping partner programs to reward those who own the customer after go-live - adoption, usage, optimization, and ongoing management. Marketplaces are no longer just a billing layer; they are becoming a primary sales channel. Incentives are shifting downstream to post-sale services and measurable outcomes. The implication is straightforward: partners that run and improve customer environments over time are gaining leverage, while partners built around setup-and-handoff models are losing it.
This Week's Tech, Channel, and MSP News
Syncro and IRONSCALES partner to provide email security offerings for MSPs:
Syncro has partnered with IRONSCALES to make email security easier for MSPs to buy, deploy, and bill by offering the IRONSCALES platform directly through the Syncro Marketplace. The integration allows MSPs to provision email security instantly for customers and manage licensing and charges through Syncro’s Universal Billing, removing the need for multiple portals, spreadsheets, and manual reconciliation. By combining IRONSCALES’ AI-driven protection against phishing, business email compromise, and account takeover with Syncro’s RMM and billing workflows, the partnership is positioned to reduce operational overhead while helping MSPs deliver enterprise-grade email security as a managed service.
ScalePad expands platform to help MSPs: ScalePad announced new platform updates at its Ignition 2026 event focused on helping MSPs run customer success more efficiently. The updates automate time-consuming tasks like QBR preparation, improve visibility into backup performance and compliance, and connect client planning directly to quoting. ScalePad also introduced a unified API to help MSPs automate workflows across assessments, planning, and reporting. The goal is to cut manual work and help MSPs deliver clearer value to customers.
IBM updates Partner Plus with an adoption incentive: IBM is adding a new incentive that pays partners based on customer adoption, starting July 1. It is also expanding co-marketing support, AI sales tools, and its focus on software and subscription revenue. More deals will flow through hyperscaler marketplaces and self-service buying paths.
Cisco launches a new 360 Partner Program: Cisco has redesigned its partner program with new incentives and simpler tiers. The goal is to help MSPs and partners show clear value across networking, security, and AI, and make it easier for customers to find specialized partners.
ServiceNow enhances global Partner Program: ServiceNow announced expanded funding and simpler pricing for its 2026 partner program to help partners generate demand, co-market, and accelerate customer outcomes. The updated investment portfolio includes a Market Development Fund (MDF) with new funding opportunities and 100 % reimbursement for eligible activities, plus a Strategic Investment Fund (SIF) to support high-impact customer deals. ServiceNow also introduced a single annual membership fee for all global partners to replace complex, multi-fee structures and make program participation easier and more equitable.
In-Person MSP and Channel Partner Events
Have news to share or just want to connect? Reach us anytime at [email protected] or [email protected].
