Jamf, the Apple device management and security vendor, has long relied on the channel to reach customers worldwide. But the company has quietly been fashioning an MSP track specifically for those that serve small and midsized businesses.
This strategy isn’t just about making the program more accessible. It’s about building something MSPs can grow and succeed in, according to Marc Botham, global vice president of channel and alliances at Jamf. “It’s a much more simplified program than we’ve had previously.”
Jamf plans to roll out its MSP track by the end of this year’s second quarter. It follows six months of cross-department collaboration involving product, marketing, professional services, and channel enablement teams. Notably, it was Botham’s first project when he joined the company.
The new track will help newer or smaller MSPs ramp up quickly with Jamf’s resources and training, Botham revealed. “We can actually handhold a new partner through the engagement process and ensure that the service is properly delivered to the customer in those early days. Then, we get to a point where the partner is much more self-sufficient. They can deliver more unique services and differentiate themselves in the marketplace.”
Modernizing the Channel Approach
While Jamf historically worked with resellers, its channel strategy is evolving. “We had a predominantly transacting resale base, which has now evolved to a much more broader channel ecosystem,” Botham explained.
That means it supports hybrid partners — those offering both resale and MSP services. It seeks to benefit all Jamf partners through a flexible, points-based tier system. “The investments you make in one area of our business actually are transferable … so you can move up the tiers no matter where you’re coming from,” he said.
This shift reflects a commitment to letting partners serve customers in the way that best fits their model and expertise. That way, customers get their business problems solved in the most efficient way, Botham said.
Jamf MSP Track Sees Early Success
In just the first six months of launching its new channel strategy, Jamf saw 25% growth in its partner network. “That shows we’re onto something,” Botham noted.
Marc Botham
More importantly, those partners are beginning to drive stronger business outcomes, he emphasized. Quarter over quarter, Jamf’s incremental deal range — partner-driven deals — increased nearly 50%, he said. “This is a result of the program but also our partners becoming better equipped, better skilled, more certified. They see the opportunity.”
Driving Forward with Partner Feedback
Jamf’s upcoming MSP track isn’t just an add-on. Rather, it’s integrated into the core of its channel framework. Plus, it’s designed to meet MSPs where they are, Botham said. “They don’t need the heaviness of a big corporate package. They need more bespoke offerings for the SMB.”
One thing Botham insists on is staying close to the partner base. He participates in quarterly meetings with Jamf’s four partner advisory councils. These are regional and global groups that offer input on new initiatives, program changes, and market strategies.
That feedback loop is crucial to Jamf’s success, Botham said. “They’re vocal, so we have to listen at all times. The end result is that we deliver programs, incentives, and investments that our partners really desire.”
A Measurable Wave of Momentum for Jamf
Looking ahead, Botham aims to guide Jamf’s channel efforts toward driving real partner growth.
“Success is that MSPs become a greater proportion of our overall channel business,” he said. “We want to see our existing partners accelerate and develop their businesses. We also want new partners to join the program who are excited to be part of it.”
He likens the momentum to a surfer catching a wave. “You can feel the wave building and all you’ve got to do is get ahead of it. Then, you can surf beautifully.”
Images: iStock, Jamf
