Zoom’s new Zoom Up Program: A unified communications (UC) industry disruptor

Modern partners want to receive modern compensation for all the activities they perform during the customer journey, which is why recognition and payment for activities across the customer lifecycle is their most preferred partner benefit (36%). Partners particularly want to be compensated for advisory and consulting services (33%) and IT solution design and development (19%) services. This blog examines enhancements to Zoom's Zoom Up partner program which introduces distinct partner tracks and a points-based system to better recognize and reward partners for their activities. The updated program will set a new standard and is likely to inspire imitators and cause disruption across the unified communications (UC) industry. 

Zoom Up enhanced

Zoom is enhancing its Zoom Up Partner Program, introducing points-based rewards and other updates designed to foster deeper engagement with value-added resellers (VARs), technology advisors (TAs), and managed service providers (MSPs). The revamped program represents a shift for the unified communications and collaboration (UC&C) industry, emphasizing value creation across the entire customer lifecycle rather than focusing solely on point-of-sale transactions. 

Key features of the Zoom Up program

The updated program introduces several features that make it distinct compared to other pure-play UC supplier programs, including:

• Distinct tracks for resellers and technology advisor partners: Partners will be assessed on separate, tailored tracks. There will be four new tiers; however, only the top two reseller tiers and the advisor tier will be featured on Zoom’s partner locator website, giving them better visibility and potential financial benefits through rebates and promotions.
• Points-based system: A dynamic points-based framework that allows partners to earn credit for the pre- and post-sale activities they perform.
• Annual assessment period: Annual evaluations will give partners more guidance and structure. Zoom will conduct its first annual assessment of partners in October 2026 to give them a sense of their status in the new program.
• Partner segmentation: Zoom will recognize partners for their specific areas of expertise.
• Partner program dashboard: Partners will be able to view their targets and accrued accreditations. This feature is scheduled to launch in February 2026.

Partner preferences: Lifecycle incentives and SPIFF rewards

The non-sales activities that partners prioritize for recognition include advisory and consulting services (pre-sales), IT solution design and development, and deployment/ integration services (post-sales). Zoom’s updated program directly addresses these preferences by incentivizing partners for their contributions at every stage of the customer journey.

Furthermore, channel survey results show that partners prefer that sales performance incentive funds (SPIFF) be provided as cash or reloadable credit/debit cards, experiences such as vacations or high-end dining, and gift cards. While Zoom has yet to finalize the financial rewards for higher-tier partners, its plan to consider various rebates and promotions suggests potential alignment with these preferences, which will enhance the program’s appeal.

Conclusion: Industry disruption and long-term implications 

Zoom’s innovative partner program approach has the potential to disrupt legacy TA and tech services distributor (TSD) go-to-market models, which traditionally focus on commission-based rewards for closing deals. By shifting the emphasis to a broader range of partner activities, Zoom is setting a new standard for partner engagement in the UC industry. This move may prompt other UC and telco service providers to reevaluate their partner programs, potentially leading to broader adoption of similar models.

The program’s emphasis on rewarding partners for their expertise and ongoing contributions is expected to drive higher levels of engagement and activity throughout the customer lifecycle. By recognizing and incentivizing partners for their pre- and post-sale efforts, Zoom is fostering a culture of continuous value creation, which may lead to increased partner loyalty (“stickier partnerships”) and stronger customer relationships.