Interview
WHY CLOUDFLARE IS BETTING BIG ON THE CHANNEL
In this Q&A, Mark Jenkins, VP Partner Sales, EMEA, shares its expanding portfolio.
What are the key pillars of Cloudflare’s partner-first approach? We place partners at the centre of our go-to-market strategy, particularly as we expand our product portfolio into deeper Zero Trust and SASE services, AI, and developer solutions that are propelling digital transformation. We have made strong commitments to working with partners in new and meaningful ways. We are seeing partners drive strategic value to Cloudflare and its customers, especially as partners build their businesses and practices with us. Core to our alignment with partners is our vision for how we want
to scale as an organisation. We have aggressive goals to build our organisation to $5B and beyond, with a very high percentage of the business being transacted via partners, new logos won together with partners, and services increasingly being delivered by partners. To enable this transformation, we have invested heavily in
people, processes, and tools. Our PowerUP Partner programme is structured to provide partners with full enablement and accreditation, ensuring that both current and new partners know how to deliver and create business streams. It’s about making it easy to do business with Cloudflare: removing friction, clarifying engagement rules, and providing a consistent, supportive experience across our partner ecosystem. We’ve also invested heavily in our tech/IT stack to facilitate
a greater number of key processes, such as deal registration, opportunity and campaign management, quoting, and more, which are now delivered via our PowerUP Partner Portal. Increasing a
14 | July/August 2025
partner’s visibility into their business removes friction and simplifies doing business. We offer our partners dedicated resources with a core focus on
expanding partner-led services, which open new revenue streams and allow partners to differentiate their solutions tailored to their customers’ needs by leveraging our connectivity cloud platform. As their expertise deepens, partners are empowered to lead strategic transformation for their clients, with the full backing of our team and technology. We believe that what truly sets us apart is the breadth and
simplicity of our platform. With this, partners aren’t forced to navigate siloed product lines or restrictive licensing models. Instead, they can offer integrated, flexible solutions across security, networking, and AI, with less complexity, faster deployment, and stronger performance. Tis empowers partners to differentiate in- market without being held back by the friction or inflexibility that oſten comes with legacy vendor programmes. Cloudflare’s connectivity cloud is a full-featured, unified platform
of cloud-native products and developer tools, giving any organisation the control they need to work, develop, and accelerate their business. To better support this dynamic business opportunity, we are driving simplicity and ease of business into the very core of the programme, allowing partners to quickly acquire the skills they need to do business, with ease of navigating through the various stages in their lifecycle as partners.
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