Dive Brief:
- Proofpoint expanded rewards and protections for partners that renew customers amid a flurry of channel-related updates announced Tuesday.
- The cybersecurity provider reverted to a three-tier program structure after downsizing from two tiers in 2023. Partners in the top tiers can use Proofpoint software not-for-resale licenses, along with expanded training resources and support. The company also expanded funding for partners that are building practices around Proofpoint’s data security solution.
- “The Proofpoint Partner Network reflects how the market is evolving, built to help our partners win with stronger economics, clearer protections, and the tools they need to build successful, long-term practices around the most trusted human-centric security platform in the market,” Stan de Boisset, SVP of global channels at Proofpoint, said in the announcement.
Dive Insight:
The new program — announced nine months into de Boisset’s tenure as channel leader — addresses partner concerns over losing customers that they have brought to the software vendor.
Proofpoint says it improved incumbency protection for partners who try to renew existing customers. Incumbency protection typically refers to special discounts that help the reseller ward off competition. Zscaler, for example, offers 10% incumbency protection, and Skyhigh Security offers 15%.
Some software providers have eroded incumbency protection. Broadcom in 2025 narrowed its definition of eligible renewals.
“Proofpoint partners have always benefited from incumbency protection, however the new program offers increases in quote advantage for incumbent partners for both partner-sourced and co-sell deals,” a company spokesperson said in an email.
Partners have taken notice of the push toward deeper protection, Optiv CRO John Hurley said in the announcement “Knowing our efforts are trusted and safeguarded makes this a program we can build around,” Hurley said.
The vendor’s renewal performance incentive shells out an additional rebate to partners who improve their renewal rates year over year.
Customers currently renew at a 90% rate, according to the company.
Proofpoint is providing financial bonuses for new customers. Partners will earn a rebate for increasing new customers year over year.
“This is designed to recognize and reward partners that are expanding our customer base and contributing to meaningful growth,” the spokesperson said.
Proofpoint will also award demand-generation funds to partners to expand its sales pipeline.
Some of the funding will go to partners that have established a practice with Proofpoint’s Data Security offering. Proofpoint intends to help those partners pay for proofs of concept and professional services.
