# Embracing Cisco’s Partnership Evolution: A New Approach for Success
As Cisco continues to evolve its business model and product offerings, the company recognizes the importance of aligning its partner programs with these changes. The shift towards subscription-based revenue and outcome-focused technology consumption has prompted Cisco to reevaluate its approach to partnerships and ensure that its ecosystem is well-positioned to lead in the ever-changing market landscape.
## The Path Forward
Cisco acknowledges the efforts of its partners who have already embarked on the journey towards building integration practices, developing software capabilities, and creating services that prioritize customer outcomes. The goal now is to realign partner programs to adequately reward partners for driving these outcomes, creating a program that supports both current business needs and future growth opportunities.
## Managing the Customer Lifecycle While Staying Committed to Partner Profitability
It is important to note that the evolution of Cisco’s partner programs and incentives is not about reducing investments in partnerships. Instead, the focus is on directing these investments towards the complete customer journey, rewarding partners who deliver value across the entire lifecycle. By enhancing profitability opportunities and adding value where customers need it most, Cisco aims to deepen customer relationships and drive innovation within its ecosystem.
## A Thoughtful, Phased Approach
To ease the transition for partners and provide stability during the adaptation process, Cisco is implementing a two-phase approach starting in July 27, 2025. This phase includes enhancements to the Value Incentive Program, Lifecycle Incentives, and adjustments to existing programs to align with the new partnership approach. In February 2026, Cisco will introduce the Cisco Partner Incentive, streamlining incentives across the LAER (Land, Adopt, Expand, Renew) journey and retiring outdated programs to simplify earnings management.
**FAQs:**
1. **What changes can partners expect in the phased approach proposed by Cisco?**
– Partners can anticipate increased opportunities for strategic offers and adoption-based incentives, enhancements to customer assessment incentives, and the retirement of outdated programs in favor of the new Cisco Partner Incentive.
2. **How can partners navigate these changes and maximize their earnings?**
– Cisco is providing tools such as booking dashboards, profitability estimators, comprehensive training, and regular communication to support partners during this transition.
3. **How can partners discuss the impact of these changes on their specific business strategies?**
– Partners are encouraged to reach out to their Partner Account Manager to have a detailed conversation about how these changes align with their business goals.
## Conclusion
Cisco’s commitment to evolving its partnership approach reflects the company’s dedication to driving customer outcomes and fostering growth within its ecosystem. By working collaboratively with partners and embracing these changes, Cisco aims to create a stronger, more resilient ecosystem that delivers exceptional customer experiences and sustainable growth for all involved.
As the partnership landscape continues to evolve, Cisco and its partners have the opportunity to thrive together, leveraging their collective strengths to navigate the challenges and opportunities of the ever-changing technology industry.
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