Moving Beyond Traditional Models
The program reflects a broader shift in the market, where partners are expected to go beyond license resale and bring differentiated, service-led offerings to their customers.Brian Kuettel, Global Head of Partner Strategy and Sales at Nintex, explained the intent behind the changes to ChannelE2E.Kuettel said, “Our channel strategy has evolved alongside our company and our platform. The reimagined partner program creates a baseline that aligns with those shifts and creates a foundation that we can scale partner growth on top of. As part of the initial launch, the Nintex Partner Program delivers an enhanced partner experience through a modernized, digital-first portal with tools for sales, training, marketing, and technical documentation. Within the platform, there is also deeper education and support for partners to build solutions tailored to specific business needs on the platform itself. These resources are designed to help partners move past selling point solutions and instead differentiate with high-value, AI-powered offerings.”
Preparing Partners for AI-Powered Growth
AI is now embedded in the Nintex platform, and the partner program is designed to make these capabilities accessible and actionable. Kuettel highlighted how enablement and co-sell resources will support this transition.“The refreshed partner portal centralizes sales tools, marketing campaigns, and technical documentation so partners can build, package, and launch AI-powered services faster. As AI is now central to our platform, partners will now have access to training and resources dedicated to AI features and capabilities. Partners will be given access to new agentic capabilities as we deliver them within the Nintex platform," he said.
“Nintex is a platform where our customers and our partners can come to build solutions that are tailored to their unique needs. This means that partners have our AI capabilities readily available to build solutions for their customers.”
Enabling Service-Led Business Models
One of the program’s core objectives is to help partners move away from transactional engagement and toward recurring service revenue. Kuettel emphasized that the program's structure supports this shift.He said, "The new program is designed with all partners and partner types in mind. The new program provides clarity around tiering and incentives to ensure partners can drive revenue with Nintex. But it also provides other benefits that, in turn, help partners maximize their investment with us. From a modernized, digital-first portal with access to sales, training, marketing, and more to improved partner support and access to educational content, we’ve enhanced the tools partners have to drive growth with Nintex.”
Differentiating in a Consolidating Market
For many partners, vendor consolidation is now a priority. Nintex aims to stand out by delivering more than just process automation. Kuettel explained:“Nintex’s platform is for business process orchestration at scale, not just process automation. With a track record of global adoption (7,000+ organizations, 100+ countries), partners have confidence they’re building on a proven, scalable foundation as they work to meet customer needs for both governance and innovation.”
“Customer and partner validation underscores that the program is designed to help partners thrive while solving urgent customer challenges. We had the opportunity earlier this year to give a subset of engaged partners a preview of the new program design. The partner cohort represented all partner types from all regions and the feedback we received was universally positive. We’ve heard our partners loud and clear and have invested in a program that aims to meet them where their needs are today, while also creating a foundation that we can scale from.”
"Through Nintex’s unified platform that spans process intelligence, workflow orchestration, and application development, we help partners deliver measurable business outcomes for their customers rather than focusing on piecemeal automation. Additionally, with streamlined access to tools, training, and incentives, reducing complexity and improving time-to-market has never been easier. The program reinforces our partner-powered approach and mentality with expanded benefits aligned to partner business models and go-to-market strategies; resources to help partners address customer priorities like SaaS consolidation, governance, ROI, and responsible AI adoption; and a global partner ecosystem that spans resellers, SIs, MSPs, ISVs, and technology partners - creating breadth and credibility.”
