Arrow Electronics, a global technology provider, and Citrix, a business unit of Cloud Software Group, Inc., have announced a strategic distribution agreement that will commence on October 1, 2024. This agreement will allow Arrow to take on the responsibility for sales, marketing, and technical support for Citrix channel partners managing fewer than 2,000 licenses in North America and Europe.
The new distribution model aims to provide channel partners with a higher level of enablement, flexibility, and support in managing their Citrix licenses. This initiative is part of Citrix’s renewed focus on enhancing its channel strategy and expanding its business globally.
Eric Nowak, President of Arrow’s global Enterprise Computing Solutions business division, commented: “Arrow is committed to exploring new engagement models within the channel. With our experience and past successes with Citrix, we are well positioned to support this key segment, enabling greater efficiency and effectiveness in license management.”
Meanwhile, Ethan Fitzsimons, Vice President and Head of Global Channels at Citrix, emphasized: “Citrix is focused on building an enhanced channel-centric approach designed to drive growth and expansion globally. We will work closely with Arrow to support and deliver our solutions to channel partners and their customers, while continuing to invest in product development, engineering, and support.”
Since its integration into Cloud Software Group in 2022, Citrix has implemented several changes to its channel program, including a shift towards an annual engagement model. The agreement with Arrow aims to align this strategy with a more focused and sustainable approach, enabling greater specific investment for partners.
For those channel partners who are not directly affected by the change, Citrix will continue to invest in joint go-to-market strategies and ensure ongoing high-quality support. This long-term collaboration aims to strengthen Citrix’s presence in the market and optimize the support offered to its channel partners in North America and EMEA.