According to CRN, Zoom is launching Zoom Up 3.0 as a complete overhaul of its global partner program under Nick Tidd, head of global channel go-to-market. The new program features distinct tracks for resale and agency partners, a dynamic points-based reward system, and an annual assessment period starting October 2026. Zoom currently generates over 30% of enterprise revenue through the channel, and the company will roll out a new partner dashboard in February 2026. The changes aim to simplify reporting and measurement while helping partners differentiate themselves around Zoom’s product portfolio.
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The channel-first reality
Here’s the thing – when a company that built its empire on direct sales starts talking about becoming “channel-first,” you know something fundamental has shifted. Zoom’s move to overhaul its partner program isn’t just cosmetic. They’re basically admitting that their future growth depends on partners, not just viral adoption. And with over 30% of enterprise revenue already flowing through channels, this isn’t theoretical anymore.
What’s interesting is the timing. Giving partners until October 2026 to adapt shows they’re serious about not disrupting existing relationships. That’s a long runway, which suggests Zoom knows they need to get this right. Mess up the transition, and you risk alienating the very partners you’re counting on for growth.
The points system breakdown
The new flexible points-based system is actually pretty clever. Instead of forcing every partner into the same mold, they’re letting partners earn credit for activities that align with their specific business goals. Some partners might focus on net-new customer acquisition, while others might excel at reducing churn. The program now recognizes both paths.
But here’s my question: How complicated will this points system actually be? We’ve all seen partner programs that promise simplicity but deliver bureaucracy. Tidd says simplicity in reporting is “absolutely” the foundation, but the proof will be in that dashboard launching in February 2026. If partners need a PhD to understand their standing, this whole thing could backfire.
The competitive landscape
Zoom isn’t operating in a vacuum. Microsoft Teams, Cisco Webex, and countless other collaboration platforms have robust partner ecosystems. This move feels like Zoom playing catch-up in the channel game while trying to leverage their brand recognition. The partner locator tool they’re introducing could be a game-changer if it actually drives business to top-performing partners.
What’s really telling is Tidd’s admission that their current program doesn’t differentiate between routes to market. That’s basically saying they’ve been treating all partners the same, which doesn’t work when you’re dealing with everything from massive global systems integrators to specialized boutique agencies. The new segmentation should help customers find the right partner fit, which ultimately benefits everyone.
Long-term implications
If this works, we could see Zoom’s channel revenue percentage climb significantly beyond that 30% figure. But success depends on execution. Will the points system feel fair? Will partners actually see increased profitability? And will Zoom resist the temptation to compete directly with partners on large deals?
The company’s talking about “protecting the integrity of investments” partners have already made, which sounds great. But partners have heard that before from other vendors. Now they need to see it in action. With double-digit growth across Tidd’s key metrics already, Zoom has momentum. This program overhaul could either accelerate that growth or become a case study in overcomplication.
