Citrix Grants Ingram Micro An Exclusive Arrangement

Vendor consolidates distribution stategy and drops three rivals. Ingram plans to double Citrix business during the next year and rolls out new support programs.

Citrix Systems has decided to make Ingram Micro its sole distributor in the North American market for all its software products, eliminating three other distribution companies from supplying channel partners. The deal doesn't cover the on-demand products that Citrix sells directly to customers.

Starting Aug. 29, all of Citrix' 1,900 resellers that buy through distribution will have to go through Ingram. More than 90 percent of the Citrix VARs already have accounts set up with Ingram, and the Santa Ana, Calif. distributor will make an effort to get the rest quickly into the fold.

The move is a blow to Ingram rivals, Tech Data, Avnet and Alternative Technology, which were authorized to sell Citrix products. Citrix officials said consolidating the sales strategy will better leverage Ingram's strengths in areas such as demand generation and provide more of an incentive to Ingram to focus on Citrix product sales.

“We selected Ingram Micro as our preferred distributor for North America because of its proven ability to grow our business year-over-year and bring high-value offerings, programs and personnel to Citrix partners within the U.S. and Canada,” said Craig Stilwell, vice president, Americas marketing and sales support, Citrix Systems. “Ingram Micro’s partner enablement resources, demand generation tools and Citrix-certified marketing, technical support and sales professionals play a critical role in the ongoing success of our channel partners, and work to maximize the business value and support partners gain from doing business with Citrix.”

Jodi Honore, vice president of vendor marketing for Ingram, said the company plans to add new technical, sales and marketing support to help channel partners grow their Citrix product sales. "We will be adding new reseller services and programs to double that business over the next year," she said.

    One such effort, the Ingram Micro-Citrix Smart Enablement Program, rewards partners with redeemable credits that can be used to obtain Citrix-specific marketing elements and training at no cost.

    Another program, the Ingram Micro-Citrix End-User Enablement Program, provides select Citrix partners who sell Citrix products with targeted and qualified end-user leads throughout the U.S.

The new enablement programs will be available exclusively to Ingram Micro and Citrix partners in the U.S. and Canada.

Ingram Micro also recently added additional Citrix products to its solution centers located in Buffalo, N.Y. and Santa Ana. Additionally, the distributor, which acts as a Citrix Authorized Learning Center, recently announced a number of new live, online training offerings that make it easier and more cost- effective for Citrix partners to offer remote training on Citrix products to their technicians and end users.

 Honore said that even without the exclusive arrangement, Ingram was responsible for more than half of Citrix' channel business, a factor that influenced the vendor's decision to consolidate with Ingram. Now she said the distributor can focus more effectively on working with channel partners to grow that business. 

“Citrix is an innovative company that is working hard to engage solution providers and establish the long-term partnerships manufacturers need to be successful,” Honore said. “Strengthening this relationship enables us to do more for Citrix and its partners, especially when it comes to introducing new channel programs, expanding our enablement resources, and placing more emphasis on sales education and technical training through our VPN Dynamics team.” 

TAGS: software,marketing,distribution,technical support,Ingram

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