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Citrix and Arrow: More Support, More Growth for Partners

Citrix partners with Arrow to boost channel support across North America and Europe, enhancing service provider licenses and growth opportunities

Written By: Allison Francis

Sep 4, 2024

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Citrix, a part of Cloud Software Group, is teaming up with Arrow Electronics on October 1st. Arrow will help Citrix sell, market, and support Citrix Service Provider licenses to channel partners in North America and Europe. Partners targeted by this program are currently utilizing less than 2,000 licenses.

Citrix wants to make sure these partners have the support they need to succeed and be flexible in how they use Citrix products.

Arrow’s expertise and resources

Arrow has been a trusted partner of Citrix for quite a few years. This new collaboration will bolster service provider channel partners, previously managed directly by Citrix, with greater autonomy and assistance in utilizing and managing their Citrix licenses. By leveraging Arrow’s expertise and resources, these partners can now benefit from more tailored support, streamlined processes, and enhanced market reach.

Think of Citrix as the head chef, and Arrow as a really skilled assistant. In the past, MSPs had to deal directly with the head chef for everything Citrix-related. Now, Arrow is stepping in to help out, making things easier for MSPs. With Arrow’s help, MSPs can get more personalized support, streamline their processes, and reach a wider audience.

“Arrow is committed to exploring new models of engagement within the channel,” said Eric Nowak, president of Arrow’s global enterprise computing solutions business, in a press release. “Building on our experience and past success with Citrix, whose solutions are trusted by thousands of organizations worldwide, we are perfectly positioned to take responsibility for supporting this key segment.”

Ethan Fitzsimons, vice president and head of global channels for Citrix, added that Citrix is aiming to build an improved channel-centric approach designed for growth and scaling the business globally.

“Citrix will continue to focus on and invest in product development, engineering, and support of the suite of solutions available to all our channel partners and work closely with Arrow to support and deliver these solutions to channel partners and their customers,” he said.

Since joining Cloud Software Group in 2022, Citrix has been shaking things up. This year, they switched to an annual commitment model for their channel program. This long-term partnership with Arrow will let Citrix invest more in each partner, which fits perfectly with their plan to make the channel a big part of their strategy.

Impact on small business and midmarket sectors

Citrix will be even more focused on collaborating with partners to sell and support their products. This means even better support and technology for these partners.

Smaller Citrix partners could see a significant increase in both revenue and customer acquisition, particularly within the small business and midmarket sectors, with the support of the Arrow partnership. However, the shift to an annual commitment model might require some adjustments for smaller partners who are accustomed to the flexibility of monthly billing. By working closely with Arrow, these partners can navigate this transition smoothly and maximize the benefits of the new arrangement.

Discover how the Citrix ecosystem has transformed over time, and if it’s worth it to invest in as an MSP or if you should choose an alternative.

Allison Francis

Allison is a contributing writer for Channel Insider, specializing in news for IT service providers. She has crafted diverse marketing, public relations, and online content for top B2B and B2C organizations through various roles. Allison has extensive experience with small to midsized B2B and channel companies, focusing on brand-building, content and education strategy, and community engagement. With over a decade in the industry, she brings deep insights and expertise to her work. In her personal life, Allison enjoys hiking, photography, and traveling to the far-flung places of the world.

Citrix and Arrow: More Support, More Growth for Partners

Arrow’s expertise and resources

Impact on small business and midmarket sectors

Allison Francis

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