I'm aware this is not a new situation and it has been rampant for quite some times now, I just want to put it out there so you know you're not alone
Citrix is heavily relying on consultant and small business partnerships for the deployment and maintenance of their products in companies worldwide. However, it seems that the company prioritizes larger partners over smaller ones, resulting in decreased support and attention for these crucial collaborators.
My personal experience with Citrix as a partner has been difficult. Last year, I was hired by Citrix to work on replacing their employees on sick leave and trying to keep their business going on. During this period, I wasn't able to sell Citrix products (as I am the main contributor in my small company) and fell below the 50,000$ revenue required to maintain a partnership with Citrix.
I contacted the Citrix Partner Relationship team to explain my situation, but since then, it has been nothing but plain ignorance – no more answers from them. This is rude and surprising for someone who has been a more than 10-year CTP (Citrix Technology Professional) and partner for over 20 years...
Impact on Small Partners' Business
The lack of revenue from Citrix has forced small partners to seek alternative sources of income, often at the expense of their relationship with Citrix. This includes turning to competitors or diversifying their services, which can ultimately lead to a weaker Citrix presence in businesses and industries where they once held significant influence.
Moreover, as small partners struggle to maintain their business, they may be forced to cut corners on support and service quality. This can lead to a decline in the overall satisfaction of customers using Citrix products, further damaging the reputation and market share of Citrix as a reliable provider of digital workspace solutions.
Citrix should consider :
- Prioritize Small Partners: Recognize the importance of smaller partners in their business ecosystem and prioritize these relationships over larger ones when necessary. By providing more support and resources to small partners, Citrix can ensure that they continue to deploy and maintain Citrix products effectively.
- Increase Financial Incentives: Offer financial incentives such as increased commissions or exclusive deals to help motivate small partners to remain loyal to Citrix despite the current revenue challenges. This will also encourage them to invest more time and resources into expanding their services for Citrix products, ultimately benefiting both parties.
- Improve Communication: Ensure regular communication between Citrix and small partners is crucial for maintaining trust and understanding each other's needs. By providing updates on new product releases or addressing any concerns raised by small partners, Citrix can build a stronger relationship with these vital collaborators.
In the end, Citrix's struggles have undoubtedly impacted the lives of small partners who depend on their business for income and stability. To be honnest I'm not very optimistic about that due to my very bad experience as an ex-partner
