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Red Hat

Driving Partner engagement with a new onboarding platform

The challenge

Red Hat has a large number of Partners registered to the lowest tier of their Partner programme with big growth potential.

Their partnership and product offerings however are complex, and whilst there is a lot of Partner content available, it has not always been presented in a manner that is truly engaging or easily structured for Partners to navigate.

Red Hat wanted to provide a platform that allowed Partners to easily access resources specific to their individual needs, to enable them to actively promote and sell Red Hat solutions and drive new business.

A priority was to have an automated and scalable onboarding process that could be rolled out to the entire Red Hat Partner community.

Key features

  • Entry-level Partner enablement focus
  • Quick and intuitive access to the targeted content resources
  • Automated, scalable onboarding process


Sherpa's Approach

Sherpa looked to simplify and distil the Red Hat offering to suit the functions and requirements of their entry-level Partners and enable them to understand and commit resource to grow their businesses.

Project ‘Ready, Steady Grow’ provided portal-based content and communications to facilitate Partner growth.

Key project deliverables included:

  • Workshops with channel stakeholders to define project approach, key requirements of Partners and how best to serve these needs with available content
  • Creation of detailed programme value proposition and provision of wireframe schematic and designs for the platform
  • Support for key Red Hat stakeholders to build the Ready Steady Grow Partner programme


This project leveraged a truly collaborative approach, combining Partner expertise and market knowledge with the Vendor’s solution strengths and benefits in a fully managed process.

The revitalised Partner programme is now set to provide the long-term, Partner-specific resources and support that Red Hat's entry-level Partners need to grow alongside their Vendor in sales revenue from the EMEA channel.

Value delivered included:

  • A new voice for the Red Hat Partner programme
  • A bespoke and scalable platform to answer the specific needs of Red Hat Partners today and in the future
  • Automated Partner communications
  • Potential to leverage increased revenue from Partners
  • Content and best practice support that delivers value beyond the reach of the campaign
  • Fully managed and supported by Sherpa


Neela Mistry Bradshaw"The knowledge and experience the Sherpa team brought to our Partner onboarding program were refreshing. They quickly got under the ‘Red Hat skin’, and with some brand training, became an extension of our team.

"The team embraced the Red Hat culture of collaboration and innovation, bringing forward new ideas to help communicate a vast amount of content in a more digestible format for Partners.

"Thank you for thinking out-of-the-box, helping to structure the content, bringing your real-life Partner perspectives to make this program a success."

Neela Mistry-Bradshaw, Principle Partner Marketing Manager, Red Hat

Related services


Year-on-year you need more revenue from your channel ecosystem. You need tactics that deliver: channel ABM, syndicated demand generation, intent data campaigns and social selling within channel. All measured with microscopic diligence.


Managed Partner enablement ensures rapid time to cash for new Partners, mobility and growth of current Partners, and high-levels of end-customer satisfaction. Excellence in channel enablement requires thought.