8x8 launches four-tier partner programme for resellers

8x8 has launched a four-tier partner programme for direct resellers, with rebates tied to customer retention, account expansion and new sales.

The move changes how the communications software provider measures partner performance across its direct resale channel.

Partners are placed in four tiers: Authorised, Silver, Gold and Platinum. Rebate levels vary by tier, and each level comes with access to 8x8 support teams.

Monthly dashboards will show resellers how they are performing against the measures used to determine rewards. Those measures are intended to capture not just new customer wins, but also the ability to retain existing accounts and grow them through wider product use.

The programme comes as technology vendors face pressure to rethink how they reward channel partners. Traditional schemes have often focused heavily on new bookings, even though recurring revenue depends on renewals, customer use and account expansion after the initial deal is signed.

Research from TSIA, cited by 8x8, found that the best-performing partner programmes this year align incentives more closely with adoption, expansion and renewal than with bookings alone. That reflects a broader shift in channel strategy as software and communications companies rely more heavily on subscription revenue.

Before launch, 8x8 tested the programme with selected partners in several markets. The pilot included Opus Technology in the UK, Vertical Communications in the US and Arrow Voice & Data in Australia.

Alongside the rollout, 8x8 appointed Maryam House to the newly created role of Global Director of Strategic Programs. She previously served as Senior Partner Success Manager, working directly with resellers.

House will work with the channel leadership team on programme execution and partner results, signalling that partner feedback may play a larger role in channel management.

Emily Masterton, Global Head of Channel at 8x8, described the programme as a shift in emphasis.

"Most partner programs reward activity - but this one rewards outcomes," said Emily Masterton, Global Head of Channel at 8x8. "As our business - and the wider industry - have evolved, it's clear that deep customer relationships drive true value, alongside winning new business. This program reflects that shift, with real investment behind it: dedicated channel account managers, outcome-based enablement, co-marketing support, proactive feedback loops through our Centre of Excellence."

Partner response

Resellers involved in the pilot said the design reflects how they already manage customer relationships, with incentives that extend beyond first-time sales.

"You want partners that understand exactly what you need to deliver for success," said Michael O'Donnell, Chief Commercial Officer at Opus Technology. "This new 8x8 program delivers on that front because it's looking at the big picture and going beyond just bringing in more business. I'm looking forward to seeing what we can achieve."

Vertical Communications, identified by 8x8 as its only Platinum partner in North America, said the model matches its approach to account development.

"Long-term customer relationships are what our business is built on, and the new partner program exemplifies that," said Rick Dell, Chief Executive Officer of Vertical Communications. "8x8 designed the new partner program around retention and strategic growth, not just new logos alone, which is exactly how we operate. As their only Platinum partner in North America, we've already seen what our partnership with 8x8 can deliver. This program gives us the structure to do a lot more of it."

In Australia, Arrow Voice & Data said the structure stood out because it reflected partner economics more directly.

"The new 8x8 partner program addresses something we've been waiting for: a structure built around our success, not just 8x8's," said Brend Johnston, Managing Director at Arrow Voice & Data. "It rewards retention and depth of partnership, not just new business, which reflects how we actually run our business at Arrow Voice & Data."

The changes also show how software vendors are trying to make partner income more predictable. For resellers with established customer bases, recurring rebates tied to retention and expansion can offer a steadier return than one-off incentives linked only to signing new accounts.

That matters in a market where communications and customer service products are increasingly sold as ongoing subscriptions rather than perpetual licences. In that model, churn, product adoption and account growth can have as much impact on revenue as initial contract wins.

By tying payouts to those measures, 8x8 is shifting its channel strategy closer to the subscription economics that now shape much of the wider software market.