Master Agent Relationships

Cloud service providers that have embraced the channel are growing through healthy relationships with the master agent community. These large partners are not only helping smaller, more channel-friendly cloud providers reach more sub-agent, MSP and even VAR partners, but the master agents are also helping to push cloud education by offering training and certifications to their partner communities, the executives said.

"[Master agents] have been definitely adding some value around the education, in terms of helping the VARs in particular transition from selling boxes to selling a service. They’ve got the ear of certain VARs that really trust them. They can drive business your way," Stewart said.