Building the Industry's Best Partner Program

Channel | Branding | Growth Strategy

  • NEED

    Rackspace, the leading provider of hosting solutions, was experiencing intensive growth across verticals and solutions. As they entered new verticals, they need the support and expertise of channel partners. These partners ranged from small VARs that serve the SMB market to some of the largest and most sophisticated channel partners around today.


    Rackspace challenged Dialog to quickly re-brand and relaunch their Channel Program around key solutions and verticals.

    • Aligned program drivers with Rackspace goals and objectives
    • Designed visual ID, messaging, and expanded program features
    • Created a tiered channel program to differentiate and engage solution-specific partners
    • Created program materials and developed demand gen and awareness plan for rebranded program

    Dialog was able to successfully rebrand and relaunch the tiered Channel Program within two months. Rackspace rolled out a new partner portal focused around solutions and verticals leveraging the new messaging and Visual ID. Existing Channel Partners self-identified into solutions and verticals and Rackspace recruited a significant number of new partners. These efforts allowed Rackspace to meet the unique needs around solutions and verticals.

    Back to case studies