At JFrog’s swampUP event in San Jose, California, the company launched its Global Channel Partner Program. The program, led by Kelly Hartman, VP of alliances and partners, is JFrog’s first formal program to work with the channel to bring its DevOps and DevSecOps solutions to market.
Rather than the traditional pyramid model, Hartman, who was formerly at AWS, has designed a flatter program; partners can choose to work with JFrog in a co-selling arrangement, as a traditional reseller or as part of JFrog’s government sales partners. Partners can choose which type of relationship they want to use on a case-by-case, deal-by-deal basis. This gives them lots of flexibility.
This program is a sign of JFrog’s continuing evolution from a startup to a public company. Several of the founding channel partners in the program weren’t surprised at the announcement; the feeling was, as Mike King of IT Methods said, “They have been knocking on this door for some time.” Hartman added that the goal was not to make JFrog a 100%-channel company. Rather, the aim is to have as much business run through the partners as JFrog’s customers want while keeping the emphasis on the JFrog customer base.
The program is primarily aimed at DevOps consultants worldwide, rather than the larger integrators, JFrog said. The DevOps consultant market is broadly fragmented, and made up of numerous sized companies – from one to two-person operations all the way up to 1,000+-person organizations, such as IT Methods.
Hartman said she is learning from her past experience at AWS and other organizations. She has not crafted a traditional program with tiers and marketing development funds; instead, much of what partners need is built into a self-service portal, including a campaign in a box and social media kits.
IT Methods is an ideal partner for JFrog, King said. They offer a fully-managed SaaS, single-tenant platform allowing their customers to manage their DevOps environments. IT Methods supports more than 45 DevOps tools and its major clients are large enterprises. They have offered JFrog via their platform for six years, but welcome the formal partner program and accompanying certification offered for SMEs. King said he was pleasantly surprised at the JFrog program’s maturity, considering it is a new program. He added that joint lead generation and closing capability and partner enablement offerings would put JFrog “at the head of the class.”
The JFrog channel partner program joins their existing technology partner and cloud partner programs. In fact, Hartman said they are working with their cloud provider partners to source new channel partners.
It was an exciting new development in what promises to be a gangbuster swampUP here in San Jose. More developments will follow.
