Delinea launches partner scheme to lift channel profits

Delinea has launched a new channel partner scheme, the Partner Advantage Program, aimed at improving partner profitability.

The programme sets out rules for deal registration, renewals and partner protections, while adding AI-based training and a partner portal. Delinea developed the framework after gathering partner feedback on margin pressure, channel conflict and operational complexity.

The launch comes as vendors and resellers seek a larger share of identity security spending, particularly as more organisations deploy AI tools and face new questions about access controls for staff, systems and software agents. Delinea cited research showing that 90% of Australian organisations expect AI to increase identity-related threats in the coming years, while 41% said AI expansion had already raised non-human identity risk over the past 12 months.

The programme is organised around three themes: Protect, Align and Scale. It is designed to give partners a more structured route to selling identity security products and services while reducing disputes over accounts and renewals.

Under the new structure, Delinea is introducing codified rules of engagement, including published deal registration terms, teaming protections and what it calls earned incumbency for partners that build and expand customer relationships. The framework is intended to give resellers and advisers greater certainty around renewals and ongoing revenue.

Another part of the programme focuses on training and sales support. Delinea will provide AI-powered just-in-time training and certifications, alongside an AI-powered partner portal designed to deliver information at different stages of the sales cycle.

The third area is process automation. The programme includes tools intended to simplify the quote-to-cash process so partners spend less time on administration and more time selling and supporting customers.

Delinea is opening the programme to selling partners across three tiers: Select, Premier and Elite. The tiers reflect different levels of engagement and are intended to determine access, investment and support. Roles for managed service providers, global systems integrators, advisory firms and technology partners will be added later.

Partner feedback

Scott Goree, Senior Vice President of Channel and Alliances at Delinea, said the programme was shaped by what partners said they wanted from vendors.

"Partners don't care about your partner program," Goree said.

"They care about technology that works, protected discounts and a vendor that's easy to work with. We built this program around what partners told us they actually need."

The launch also reflects a broader shift in security spending as companies try to manage access for a growing number of machine identities and AI systems alongside human users. Identity security vendors have increasingly argued that AI adoption will raise demand for products that monitor and limit privileged access.

Cynthia Lee, APAC Vice President at Delinea, linked the new channel structure to those trends in the region.

"Across the Asia Pacific region, partners are looking for ways to grow recurring revenue, expand security services offerings and build deeper customer relationships while maintaining profitability," Lee said.

"The Partner Advantage Program gives them the structure, protection and enablement needed to scale their identity security practices as organisations increasingly focus on securing AI, machine and human identities."

Delinea also pointed to support from GuidePoint Security, one of its partners, as evidence that the revised framework addresses long-standing channel concerns about margin erosion and vendor overlap.

"The Delinea Partner Advantage Program reflects a strong commitment to building successful, long-term partnerships," said Mark Thornberry, SVP of Partnerships at GuidePoint Security.

"The program provides a clear framework that supports how we work together in the market, while recognising the value partners bring through the customer relationships we cultivate and support."