Citrix

Like many ISVs, Citrix had an extensive channel program with thousands of VAR and SI partners. However, many of these organizations were “non-transacting” or simply not meeting the revenue requirements of the program. After analyzing the situation, Citrix recognized that many of these partners were small, employing fewer than 20 people with little to no marketing staff—making their ability to run effective marketing campaigns very difficult.

To increase engagement with these partners and help support their own business-building activities, Citrix turned to GET LIFT to create a series to turnkey, go-to-market kits.

These kits, which aligned to Citrix’ key marketing initiatives, were designed to make it extremely easy for partners to increase awareness and generate new leads for their own businesses. Each kit was built around a specific content asset and included a variety of ready-to-run activation tactics that could be quickly co-branded and/or customized for the marketing channels they wanted to use. If the partners preferred to use their own brand identity, they could import the raw source content to use at their discretion.

• Customizable content asset
• Pre-built email and landing page templates
• Digital ads
• Paid and organic social graphics
• Source files and content for all kit materials

To date, GET LIFT has produced more than 80 kits to support the program. These kits were also noted as a key reason why Citrix was awarded Channel Program of the Year by Forrester in 2020.