According to CRN, Zoom is launching Zoom Up 3.0 as the “next evolution” in its channel-first transformation, with Nick Tidd leading the overhaul. The program introduces distinct tracks for resale versus agency partners and a flexible points-based reward system that aligns with partner business goals. Partners get a long runway until the first assessment in October 2026, with new dashboards and locator tools arriving in February 2026. Zoom currently generates over 30% of enterprise revenue through channels, and Tidd reports double-digit growth across partner metrics year over year. The changes aim to simplify reporting and measurement while helping partners differentiate themselves in the market.
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So what’s actually changing?
Basically, Zoom is moving from a one-size-fits-all partner program to something much more tailored. The points-based system is the big shift here – partners earn credits for activities that actually matter to their specific business model. Think of it like a frequent flyer program for selling Zoom services. If you’re great at landing new customers, you get rewarded for that. If you’re amazing at reducing churn, that’s worth points too. And they’re finally separating resale partners from agency partners, which honestly should have happened years ago. These are fundamentally different business models, and treating them the same never made much sense.
The timing is everything
Here’s the thing – October 2026 feels like forever away. But that’s actually smart. Partners hate when vendors spring changes on them with no warning. Giving them more than two years to prepare? That’s practically unheard of in the channel world. It shows Zoom understands that partners need stability to plan their businesses. The February 2026 dashboard rollout gives them six months to get comfortable with the new reporting before any assessments happen. That’s thoughtful planning, not just rushing changes out the door.
Is channel-first real or just talk?
Look, every vendor says they’re “channel-first” these days. But Zoom backing it up with 30%+ of enterprise revenue through partners? That’s meaningful. Tidd’s metrics – unique partner count, portal visits, channel bookings all growing double-digits – suggest this isn’t just lip service. The integration of the Zoom Services Certification program into Zoom Up shows they’re serious about recognizing partner expertise. But here’s my question: can they actually protect partner investments as more resellers enter the ecosystem? That’s the real test of a channel-first commitment.
What partners need to watch
The new segmentation could be a double-edged sword. On one hand, it helps customers find the right partner for their needs. On the other, it might create more competition within the Zoom ecosystem. The points system sounds great in theory, but partners should scrutinize how those points are actually calculated. Will it reward the behaviors that drive real business value, or just create busywork? And that partner locator tool coming in 2026 – if it actually drives qualified leads to partners who’ve made investments, that could be a game-changer. But we’ve seen plenty of vendor locator tools that basically just collect dust.
