According to CRN, Cisco has revealed comprehensive details about its Cisco 360 partner program overhaul at Partner Summit 2025, with the new program launching January 25, 2026. The changes eliminate separate partner programs including VIP, Perform Plus, and CSPP, consolidating them into a single Cisco Partner Incentive structure. Partners will see new specializations in Secure AI Infrastructure and Secure Networking available starting February 2026, while the sought-after Gold partner designation disappears in favor of Cisco Partner and Cisco Preferred Partner tiers. The program introduces a Partner Value Index measuring performance across four areas and includes new bonuses like the Cross Sell Bonus and Next Generation Specialization Bonus. Nearly 90% of Cisco’s revenue comes through its partner ecosystem, making this overhaul critically important for the company’s channel strategy moving forward.
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Massive simplification effort
Here’s the thing – partner programs at major tech companies have become ridiculously complex over the years. Cisco’s current setup with VIP, Perform Plus, CSPP, and multiple designations created a maze that partners had to navigate. Basically, they’re taking a sledgehammer to that complexity and building something simpler. The new single incentive structure should make it easier for partners to understand exactly what they’re earning and why.
But simplification always comes with winners and losers. When you collapse multiple programs into one, some partners who were gaming the old system might see their earnings drop. Others who were playing by the rules but getting lost in the complexity could come out ahead. The key question is whether this truly simplifies things or just creates a new kind of complexity.
The money question
Partners care about one thing above all else: can they make money with this program? Cisco’s saying all the right things about partners being able to “earn just as much, if not more.” The new Partner Incentive estimator launching November 10 will be crucial – that’s when we’ll see if the numbers actually add up.
The focus on portfolio breadth through the Cross Sell Bonus makes sense. Cisco wants partners selling across their entire stack, not just picking and choosing the most profitable pieces. And the Next Generation Specialization Bonus rewards deeper expertise in high-growth areas. But here’s my concern – does this just push partners toward selling what Cisco wants them to sell rather than what customers actually need?
Where this fits in the market
Cisco isn’t the only one rethinking partner programs right now. Every major vendor from Microsoft to AWS has been tweaking their channel approach. The common theme? Everyone’s trying to align partner incentives with their own strategic priorities.
What’s interesting is Cisco’s timing. They’re making these changes as the networking market gets more competitive than ever. With players like Arista, Juniper, and a bunch of cloud-native startups eating into traditional networking revenue, Cisco needs its partners fully engaged and motivated. This program overhaul feels like recognition that business as usual isn’t going to cut it anymore.
The real test begins now
Tim Coogan admitted they’ve made “near countless changes” since first announcing Cisco 360 last year and expects more modifications before launch. That’s both encouraging and concerning. Encouraging because they’re actually listening to partner feedback. Concerning because it suggests they’re still figuring things out.
The partner quoted in the article nailed it – timing of rebate information is critical. Partners are making decisions right now about 2026 deals, and they need to know what the economics look like. If Cisco doesn’t get the estimator tool right and provide clear visibility, they could see partners hesitating on big deals during the transition.
Ultimately, partner programs live or die on execution. The concepts sound good – simplified structure, better visibility, strategic alignment. But we’ve heard that before from other vendors. The real test comes in January when partners start living with this new reality every day.
