Rackspace Channel Execs on New Program, 2025 Priorities

AI and hybrid cloud provider Rackspace has announced significant updates to its partner program for the first time in several years. The company’s channel leaders spoke with Channel Insider ahead of the launch to share more information about Rackspace’s refreshed channel approach and technical expertise for partners and customers.

Enhancements to the program signal a broader re-commitment to channel success

The company’s launch of its Account Ownership Program coincided with the annual RSA Conference (RSAC) event in California. The program will provide eligible partners with new and improved enablement resources and profit agreements, all aimed at addressing partner needs in the market.

Rackspace says the program is centered around the following key initiatives:

• Account Ownership: Partners who bring in customers will continue to earn commissions on their workloads indefinitely, providing a predictable and long-term source of revenue.
• Stronger Channel Engagement: Rackspace is ramping up investments in enablement, marketing support, and strategic alliances to help partners drive new business.
• Expanding Industry Solutions: AI, hybrid cloud, VMware, and BFSI solutions are key focus areas where Rackspace is leading, helping partners tap into these high-demand markets.

“The partner community continues to be an integral part of how we go to market,” said Adrianna Bustamante, VP of partnerships & demand generation. “This is a very exciting time as AI and tech generally are rapidly evolving. We know partners play a critical role in enabling outcomes and advising customers on how to achieve those outcomes.”

“Rackspace is known for meeting customers wherever they are on their journey on AI or cloud, and we take the same approach with our partners,” Senior Director, Global Partner Program Judy Vansell said. “We are going to meet them exactly where they are, whether they’re already deep in the space or just starting out.”

The program changes have been launched alongside a wider brand campaign conveying that Rackspace wants to “win more and earn more” with its partners. To do that, Bustamante and Vansell said they knew it was time to update elements of their strategy based on partner feedback.

“We received feedback from our partners that they wanted to see more about the use cases and success within our portfolio, so we’re expanding those enablement resources,” Bustamante said. “We also heard from partners that they wanted to be involved from the beginning in growing customers with us.”

That feedback inspired the Account Ownership program, which addresses long-term profit structures with partners who bring in qualified deals.

Bustamante said the primary goal is to have conversations on margin upfront and early, so the partner and Rackspace can begin working with the customer more quickly and confidently.

AI and cloud dominate conversations- how Rackspace enables tangible outcomes

Rackspace offers a broad portfolio of technology and services, including its Foundry of AI by Rackspace (FAIR) program and various hybrid cloud solutions that span both private and public clouds. The company prides itself on, as Vansell says, meeting customers at every stage of adoption and implementation to fit the unique needs of mid-market and enterprise organizations in healthcare, finance, and the public sector.

The refreshed approach to the channel will see Rackspace target partners serving businesses in those verticals who fit within the midmarket to enterprise markets.

“Rackspace is a very workload-aware company,” Bustamante said. “And our partners have access to our expertise in everything from AI to hybrid cloud.”

Vansell emphasizes that while Rackspace is committed to building deeper relationships with its partners, those providers don’t need to be experts in everything to be successful with the company.

“Partners don’t need to know everything,” Vansell said. “If they can open the door with a customer, we’ll walk through that door together and find the best outcomes.”

Partner programs are a key component of how channel organizations interact and serve their customers. Stay informed about how these dynamics are evolving as technology continues to transform.