Cisco’s New 360 Partner Program to Fuel Next-Gen Partner Opportunities
Cisco's partner program has grown increasingly outdated, with its foundations dating back to 1998—around the time CEO Chuck Robbins first joined the company. While there have been updates over the years, the core structure has largely remained unchanged. This year, Cisco has decided it's time for a major transformation, announcing the Cisco 360 Partner Program at its Partner Summit. This marks a comprehensive reinvention of the company’s partner approach.
While new AI PODs and the latest UCS server garnered attention, the most significant news from Cisco's Partner Summit in Los Angeles was, without question, the Cisco 360 Partner Program. For Cisco, which drives over 90 percent of its roughly $50 billion annual revenue through partner channels, this change represents a pivotal shift. We had the opportunity to discuss this development with José van Dijk, Cisco’s EMEA Partner lead, who shared insights on the program’s objectives and phased rollout.
A New Path Forward, Carefully Phased
Van Dijk clarifies that the Cisco 360 Partner Program is much more than a rebranding effort—it’s a structural transformation for both Cisco and its partners. To facilitate this, Cisco will roll out updates progressively: starting with Security, followed by Networking, Collaboration, Cloud, and AI in March, with Observability set for April next year. Full implementation is targeted for completion by February 1, 2026. The Partner Experience Platform (PXP), introduced at last year’s Partner Summit, serves as the foundation of this transition, paving the way for the 360 Partner Program.
Updating the partner program was essential, Van Dijk notes. “The program had become so complex that you practically needed a PhD to understand it. That’s why we introduced PXP last year.” The revamped program is designed to better reward partners and optimize profitability, which Cisco views as a welcome shift. Recognizing the extent of change required, Cisco has earmarked $80 million to support partners in navigating and adapting to the new program.
Under the Cisco 360 Partner Program, lifecycle management and managed services will be critical metrics in determining partner rewards. In addition, Cisco will place greater emphasis on investments partners make in skill development and expanding their customer base. The new structure will feature revised partner tiers with clearer categorization, enabling a more targeted approach, whether a partner focuses on a specific segment or Cisco’s entire portfolio.
Why Now?
Complexity in the partner program didn’t just arise recently, so why make this change now? Van Dijk notes that Cisco has considered this transformation before, but emphasizes, “This isn’t something you implement overnight. Changing how partners are compensated impacts the heart of what Cisco does; it’s far more than a simple rebranding. Both Cisco and its partners need time to fully adapt.”
Cisco’s decision comes at an ambitious moment, with AI on the rise and its influence on the program still unfolding. But, as Van Dijk points out, “If not now, when?” The new program has been designed with enough flexibility to adapt quickly if circumstances shift. “Our focus must be on enablement, ensuring everything is available to support that goal,” she adds, underscoring the view that this timing offers a strategic opportunity rather than a risk.
A Bold Step Toward the Future
The Cisco 360 Partner Program represents a significant modernization of a core component of Cisco's operations. This aligns seamlessly with Cisco’s current emphasis on a unified One Platform technology vision. By introducing new partner incentives, Cisco aims to encourage partners to adopt a more platform-centric business approach. If Cisco succeeds, the benefits could be substantial for both Cisco and its partner ecosystem. One thing is certain: the next fifteen months promise to be highly active for all involved in this partnership evolution.