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Veeam has been named a finalist in the 2026 CRN Best of the Channel Awards, recognized in the Channel Marketing Team category. It’s one of the channel’s most competitive honors, and a direct nod to the team behind Veeam’s partner-first strategy. CRN, a brand of The Channel Company, spotlights the vendors, distributors, and solution providers setting the standard for channel excellence. Winners will be announced at the Best of the Channel Awards Gala in Atlanta on Oct. 13.

Why This Recognition Matters

Being named a finalist isn’t a participation trophy. It’s a signal, from the industry’s most respected channel authority, that Veeam’s partner marketing organization is doing something worth highlighting.

Since CRN’s Best of the Channel Awards celebrate the leaders and teams building real, measurable value across the IT channel, it’s judged by solution providers who’ve experienced that value firsthand.

From global distributors and aggregators to regional VARs, MSPs, and CSPs, this recognition is really about our partners. It reflects the work our team does every day to make Veeam easier to sell, support, and grow.

A Global Team Built Around Partners

Veeam is a channel-first company. We don’t sell around our partners; we sell with and through them. Our Partner Marketing organization is designed to strengthen that partnership year after year, bringing together global teams that drive strategy and regional teams that execute across AMER, EMEA, and APJ. Together, these partner marketers operate as one global center of excellence, supporting approximately 35,000 partners worldwide to serve over 500,000 joint customers.

We also designed the team for today’s modern partner ecosystem. Since more partners than ever are orchestrating solutions and delivering services, the lines between value-added resellers, resellers, system integrators, and service providers have merged. Seeing that trend, we combined our global partner marketing teams, so we’re no longer bifurcated by partner type. The result is one team that’s driving consistent messaging and experiences across our entire partner ecosystem to enable faster time to value for our customers.

“Partners don’t care how we’re organized internally — they care that it’s easy to work with us. Combining our global partner marketing teams removed the seams, so whether a partner resells, delivers services or does both, they get one consistent Veeam experience,” saysKathleen De Bondt, VP, Global Partner Ecosystems, at Veeam.

Scale like this only means something if it translates into real support on the ground. Over the past 12 months, that’s meant:

• Building clearer, more consistent partner go-to-market motions across regions by creating solution playbooks and partner campaigns that are all aligned to our broader campaign framework
• Equipping VARs, MSPs, CSPs, GSIs, Alliances, and distributors with ready-to-run customer facing campaigns and co-marketing assets
• Modernizing the Veeam ProPartner Network to make it simpler for partners to engage, self-serve and grow
• Introducing expanded enablement and training through dedicated launch communications, short-form videos, fireside chats, and micro-learnings so partner teams can sell and support the full Veeam portfolio with confidence by focusing on solutions selling

None of this happens in isolation. It’s built in close partnership with our global and regional teams, and shaped constantly by feedback from our partners.

One Example: Command the Expand

If you want a taste of what this looks like in practice, look at Command the Expand, a worldwide initiative our and regional partner team(s) collectively built this year to help partners drive growth within their existing Veeam customer base.

Michelle Graff, SVP, Global Partners and Channel at Veeam, explains what Command the Expand is built to solve:

“Our partners are navigating changes across customer environments at a pace we have never seen before, Command the Expand is a framework and tool for partners to keep up with these new customer requirements enabling safe use of data and AI without compromising on security, governance and resiliency.  This recognition underscores our commitment to delivering customer value with and through partners.”

Instead of another awareness campaign, we gave partners something more useful: Prescriptive, scenario-based plays built around real expansion opportunities, along with the messaging, playbooks, and campaign assets to run them. We also gave partners visibility into where the opportunity really sits in their install base, turning expansion from a vague goal into a concrete, actionable plan.

The result was a genuinely global effort. Regions adopted Command the Expand and built their own incentives around it, turning a single initiative into a shared growth framework across the entire partner ecosystem.

It’s one example of the kind of work behind this CRN recognition: Proof points, not just promises, of what “partner-first” means at Veeam.

What’s Next

Winners will be revealed at the Best of the Channel Awards Gala in Atlanta on Oct. 13, following The Channel Company’s XChange Best of Breed Conference. Regardless of the outcome, this finalist recognition is a milestone we’re proud to share with every partner who helps bring Veeam’s data resilience story to customers around the world.

If you’re a Veeam partner and want to dive into our expansion and growth opportunities, please visit our ProPartner portal for playbooks and more!

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