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  • Marijan Hassan - Tech Journalist

Okta launches new partner programme to capture $80bn identity market

Okta, the identity and access management company, has launched its new Elevate partner program that it says will mutually benefit both the firm and its partners. The move is part of Okta’s effort to take over the digital identity market which the firm estimates to be worth $80 billion.

The new program features simplified deal registration, a broader range of specialisations, a flexible tier structure, as well as a new partner badging model. Okta has also expanded to cover a broader range of partners including MSPs, cloud service providers, and systems integrators.

“Partners want to work with Okta, but every partner is different. Okta Elevate celebrates this individuality, the potential of identity, and re-establishes the foundation of how we work with our partner community in the UK and across Europe,” said Warwick Lawson-Syer, director of regional alliances at Okta. “From specialisation to recognition, Okta Elevate allows each and every partner to showcase their expertise and deliver the Okta experience to customers.”

The new partner programme is structured into four tiers starting from entry-level through

Amplify, Ascend, and then finally to Apex. Members will level up as they meet set revenue and specialisation requirements. There will be benefits as one goes up including new training and tools, market development funds, and partner advisory councils.

Okta has also introduced digital badges that will help customers identify the services that a partner can perform on behal of the firm. The badge will tell if the partner is a Tech Champion, Public Sector Expert, or Managed Service Provider.

Okta recognises that partners are a critical component of the business and hence the need to re-evaluate its partner program.

“We need to recognise and reward partners for the full spectrum of value they can deliver to our customers and Okta – from finding, developing, and influencing to delivering, managing, and transacting. The more of these motions a partner offers, the more value they provide to Okta and our mutual customers,” said Bill Hustad, Okta’s SVP of global partners and alliances.

“Our partner strategy will revolve around recognising and rewarding our partners for embracing the motions that matter. The good news is that our partner ecosystem is already evolving, with many actively developing a breadth of capabilities,” he added.


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