Tax automation solutions company Avalara announced changes to its partner program that are meant to kick off a multiyear effort to drive sustainability and growth.
A cornerstone of the reimagined program is making it easier for partners to engage with Avalara through a combination of three primary motions — refer, expand services, and build integrations — to serve their customers and grow their business. It is aimed at groups such as consulting resellers, software providers, or accounting professionals.
Under the revised program, each partner type will have a new tiering structure, which gives partners access to tailored support and expanded benefits. Every partner will be given access to opportunities to move up in tiering levels if they choose.
The reimagined program is underpinned by the new Avalara Partner Portal, a partner relationship management platform that serves as the primary destination for partners to work with Avalara. The portal provides access to technical support, sales and marketing resources, the engagement desk, and other information that they can access on their own schedule. Partners will also have access to other incentives, like co-marketing, training, and more.
Meg Higgins, senior vice president of global partners at Avalara, said the changes fit well into the company's conception as a partner-first company, and added that it's appropriate given the company is celebrating its 20th anniversary
"Our reimagined partner program incorporates valuable feedback from our partners to create an environment where they can easily work with us and tap into more revenue opportunities. Tax compliance is only getting more complicated for businesses — by continually investing in our partners, we can reduce customers' compliance burden and bolster our partners' value proposition with our essential services, and by driving more business for them," she said.
The updated Avalara Partner Program will roll out to partners in a phased approach beginning Jan. 31, 2024. For more information on the Avalara Partner Program, click
