Rackspace Technology is reasserting its presence in the channel with a revamped partner program for MSPs. Announced on March 24 at the Channel Partners Conference & Expo in Las Vegas, the hybrid cloud and AI solutions provider has introduced enhanced incentives and stronger support resources. This program aims to reward partners with sustained value well beyond the initial sale.
The message is clear: Rackspace wants to win with MSPs and stay with them for the long haul.
“With the introduction of the Account Ownership Program and the relaunch of our channel strategy, we are providing our partners with access to more revenue and enhanced collaboration opportunities,” Adrianna Bustamante, Rackspace vice president of partnerships and demand generation, said in a prepared statement. “We are more committed than ever to the long-term success of our channel partners and are ready to help them accelerate their growth strategies.”
Adrianna Bustamante
A standout new feature is the Account Ownership Program. This enables MSPs to earn commissions indefinitely on workloads they bring in. It creates a predictable revenue stream and a stronger incentive to align closely with Rackspace over time.
“We want to be able to empower our partners to understand and identify what are the right type of clients that we can win with together,” Bustamante told ChannelPro in an interview, “[We can] provide them the resources that they need to help support those pursuits and grow.”
Building Momentum Through Collaboration
The revamped partner program is set up to gain momentum through Rackspace’s core strengths:
- Industry leadership in AI, hybrid cloud, and workload-aware solutions
- Deep strategic alliances with key distributors and top hyperscalers, including AWS, Microsoft Azure, Google Cloud, and VMware
- A history of real-world success, helping partners scale their businesses, with insights, expertise and leading solutions
In addition, Rackspace has upped its investment in enablement tools, co-marketing initiatives, and access to solution areas with strong growth potential. Notably, this includes offerings tailored for the banking, financial services, and insurance (BFSI) sector.
The goal, according to Rackspace, is to give MSPs the support and strategic alignment. It allows them to tap into a broader ecosystem and stay competitive in complex, multicloud environments. It also allows partners to pursue new opportunities with confidence.
A Channel-first Mindset
Rackspace’s relaunch is built on a clear go-to-market message: “Win More. Earn More. Accelerate Your Growth with Rackspace Technology.” Beyond the tagline, the company is positioning itself as a future-focused collaborator for partners looking to scale with confidence and differentiate in crowded markets.
The move comes as MSPs increasingly seek vendors that offer more than just solutions. They want strategic guidance, meaningful margin opportunities, and lasting relationships. Rackspace’s revamped approach aims to check all those boxes.
The company is committed to a renewed focus on channel growth and a program built around predictable revenue, practical support, and shared wins. Rackspace is inviting MSPs back to the table — with stronger reasons to stay.
Images: iStock, Rackspace Technology
