Citrix has announced an overhaul of its existing channel program and introduced Citrix Ultimate Rewards. The program is designed to make Citrix a better partner by simplifying the process and streamlining the incentives. The initiative is closely aligned with the company’s goal of helping customers make the strategic transition to cloud and is currently being rolled out in the region by recently appointed Taj El-Khayat, Regional Director for Citrix Middle East & North Africa.

By consolidating incentives, increasing automation, and adding tracking capability throughout the process, Citrix Ultimate Rewards gives partners more time to work together with customers. It increases transparency and consistency of processes and decisions and through artificial intelligence, can approve requests without human interference. Currently, partners often answer more than 30 questions before getting a deal registered, however the new system only requires nine questions for simple registration. While the number of automatic approvals is expected to be conservative at launch, as the AI improves, Citrix will commit to expanding the thresholds until most of the registrations are approved or rejected automatically.

“I’m excited to bring the Citrix Ultimate Rewards, to the region. We believe this cohesive program is a major milestone in our long history of being a channel centric organization. Partners will benefit from less complexity, so they can focus on delivering world-class customer experiences, ultimately making for a win-win situation where both parties grow and profit together,” said Taj El-Khayat.