Bitdefender PAN Guide EN

Partner Programs Guide Reselling Channel Program
MSP Partner Program
Integrated Channel Program

SUMMARY
Summary
Welcome to the Bitdefender Partner Advantage Network!............................................................................................................................... 03
Reselling Channel Program ................................................................................................................................................................................ 05

Partner Programs Guide
MSP Partner Program ......................................................................................................................................................................................... 08
• Reselling Channel Program
Partnership Levels............................................................................................................................................................................................... 09
• MSP Partner Program
Benefits and Requirements Overview................................................................................................................................................................. 10
• Integrated Channel Program
Partner Benefits................................................................................................................................................................................................... 15
Partner Commitments ........................................................................................................................................................................................ 24
Getting Started..................................................................................................................................................................................................... 27
Advancing in the Bitdefender Partner Advantage Network.............................................................................................................................. 28
pan.bitdefender.com | 02
INTRODUCTION
Welcome to the Bitdefender

Partner Advantage Network!
Partner Programs Guide There has never been a more exciting time to join Bitdefender’s Partner Advantage Network! The momentum Bitdefender has built in recent
years has surprised even our staunchest competitors. Our reputation is spreading rapidly. Our technology has clearly shot ahead of all
• Reselling Channel Program competition. Our partnerships are stronger than ever, and the awards received from channel partner program auditors prove it. And this is
just the beginning, as Bitdefender looks ahead to an even brighter future.
Our ascent as a company is no accident. It comes, in part, due to our history of commitment, innovation, and close cooperation with
• Integrated Channel Program partners. Over the years, we’ve developed a tried and tested formula for success for both ourselves, and our partners.
As Bitdefender stands poised to pull even further ahead of the competition in 2019 and beyond, never has there been a better time to
become a Bitdefender partner. Access to #1 ranked technology, ease of doing business, and revenue protection are awaiting those with the
drive to succeed.
If you share our commitment to excellence, and believe solid effort should be well rewarded, you’ll find you already share an important
philosophy with Bitdefender.
In the following pages, you’ll discover more about the Bitdefender Partner Advantage Network. You’ll learn about the program levels, benefits,
requirements, policies, and the resources that will be available to help you rise with us.
Bitdefender is now reaping the rewards of its company philosophy. And you can too.
* According to these independent testing entities
WHY PARTNER WITH US
Reselling Channel Program

#1 ranked technology. Experts’ choice.
Award-winning security. Leading technology. Satisfied Users.
• Reselling Channel Program Proven Excellence Easy to deploy Returning Customers.
• MSP Partner Program Passion and innovation sit at the core of Sales channel players can benefit from Every day, millions of people across the
everything we do at Bitdefender. This is how partnering with Bitdefender to deliver globe trust Bitdefender technologies to keep
• Integrated Channel Program we have forged a culture of excellence that GravityZone, the unique security solution them safe at home, in the office, and on the
has taken Bitdefender to the top. With world with the ability to reduce the total cost of go. We take pride in the high-quality service
leading quality comes recognition. Year after securing endpoints in physical, virtualized and we provide and in Bitdefender’s innovative,
year, Bitdefender takes the most coveted cloud environments, through highly efficient industry-leading technology, which ensures
awards in the industry.* Certified by experts, management and highest protection and the security and satisfaction of our users. The
our reputation for excellence has been noted performance. Our offering is built around technology excellence translates into direct
by the media and the public. Bitdefender making protection for broad and/or complex benefits for our partners. Customers save
has received rave reviews in prominent environments complete and efficient. time by preventing infections, which results
media outlets** which have helped raise BRAIN (Bitdefender Reflective Artificial in reduced operational cost, and for partners,
the company’s profile and sales potential. Intelligence Networks) analyses billions of that means increased customer loyalty and
Bitdefender’s partners have the unique alerts and ensures detection and defensive satisfaction.
opportunity to gather momentum along with action against new threats originating
a powerful, innovative company on its way anywhere on the globe in just 3 seconds or
“FlexVirtual’s end-users are more than satisfied
up, and to tap a growing global base of happy less. Bitdefender helps companies to take
with Bitdefender solutions. The feedback
customers. advantage of virtualization and cloud security
solutions, with minimal memory footprint and received so far is that the Bitdefender solutions
”flawless protection and extreme ease of use” CPU load, and no updating required. have given customers the feeling as if they
Andreas Clementi have gained back the performance that had
CEO of AV Comparatives “Top-ranked signature-based detection, coupled been lacking in their networks. Customers are
with behavioral and cloud-based technology confident that they are receiving the maximum
have been essential tools that have helped level of security and performance possible, and
Direct2Channel’s partners win end-users in a they are willing to renew and upgrade annually.”
Reselling Channel Program highly-competitive market.” Alex Pelster,
Carlos Zevallos, President of Direct2Channel Founder & Director of FlexVirtual – Netherlands
Working together. Simple, easy and

straightforward. *Among the latest awards won by Bitdefender are: AV Test Best Performance Award (2014, 2015, 2016, 2017) and AV Test Best Protection Award (2011, 2015, 2017) for Endpoint
Security; 6 awards for Advanced Product in 2017 and Leading Solution in Advanced Threat Endpoint Protection Test from AV Comparatives; its AV is the only one to win seven full
Lifetime Recurrent & Protected Revenues. years of testing without missing a single VBSpam award; PC MAG’s Triple Editor’s Choice, AV Comparative’s Product of the Year 2017.
**Publications that have featured Bitdefender include Stiftung Warantest, Virus Bulletin, AV-TEST, ICSA Lab, PC Advisor UK, AV-COMPARATIVES, Virus Bulletin, Checkmark, PC World
Top 100, CNET, Laptop Magazine, PC Pro, Expert Reviews, WebUser, PC Achat, PC MAG, Micro Hebdo, and Tom’s Guide.
WHY PARTNER WITH US
Working together. Simple, easy and straightforward

Always in the know Comprehensive support Integrated tools
Partner Programs Guide We at Bitdefender love to communicate. We People are Bitdefender’s most precious Bitdefender’s partners benefit from tools
are always working to improve our products asset. Whatever you need, whenever you designed to help them get the best possible
• Reselling Channel Program and tools, and we know our partners need need it, you will find that we have the right results. As we never stop improving, we
to stay on top of things. Moreover, we think people to help you grow and succeed. We are constantly fine-tuning the system and
• MSP Partner Program it’s important to listen to our partners — we have a dedicated team of sales, marketing introducing new features to meet your
trust them and we value their feedback. and technical engineers that is driven to needs. The PAN portal is the place where
• Integrated Channel Program That’s why we guarantee that through our engage our partners and help them close you can find everything, 24/7. Our eLearning
improved system of communication our deals. platform offers free online sales and
partners won’t miss a thing, and will always technical courses and certifications for our
find an open channel back to us. We are building joint go-to-market solutions. A powerful tool that can help you
campaigns to help partners build their grow your business is the Partner Locator,
“Maintaining a quality technical support business. We are focused on demand an online directory where customers can
organization has usually been a very generation to provide our partners leads search and find the Bitdefender’ partners
challenging prospect with every software and tools to help them target their own active in their area.
vendor we have dealt with, but I can customers and prospects. We also bring in
say without a doubt that Bitdefender’s partners on customer deals that we’ve been “Our experiences have been nothing but
Professional Services routinely go the extra already engaged in. positive in the areas of ordering, knowledge
mile for us. Whether it’s performing remote transfer, and the utilization of the partner
assistance for our clients or working at hours Moreover, you get free sales and technical portal.”
that are helpful to us, we definitely feel the materials specifically created to assist Peter Rudolf,
personal touch of a team that cares about the you in positioning, selling and delivering CEO of Mightycare Solutions
company and its reputation.” Carlos Zevallos, Bitdefender security solutions.
President of Direct2Channel
“The highly dedicated people with Bitdefender
are supporting us tremendously in a
professional, fast responding and adorable
Reselling Channel Program way!”
Ingo H. Neumann,
#1 ranked technology. Experts’ choice. MD at IQ Sales

straightforward.
Lifetime Recurrent & Protected Revenues.
WHY PARTNER WITH US

Guaranteed paid performance New Opportunity Registration Incumbency Program
Great motivation drives great results, We know that great sales require hard work, If you land it, you are at advantage! As
Partner Programs Guide and we want you to know that we value, and we want you to rest assured your hard an incumbent partner you get additional
encourage and recognize committed work never fails to pay off. As a Bitdefender renewal protection and greater rewards
• Reselling Channel Program partners who strive for excellence. A partner, you have access to great tools such for investing more effort in maintaining
key philosophy at Bitdefender is that as New Opportunity Registration, to reward and strengthening the relationship with
• MSP Partner Program continuous success comes when results you for identifying, developing and winning our customers and in ensuring renewal of
are directly and generously rewarded. That new business customers. And, to help make Bitdefender solutions licenses..
• Integrated Channel Program is why our partners earn high margins and your work even more rewarding, we also
bonuses for outstanding performance. And, give you an extra discount, no matter your
because we want you to take advantage partnership level. Don’t forget: with New
of every opportunity for growth, we always Opportunity Registration you get guaranteed
make sure you advance to the next level maximized results.
when you step up your game. Based on
your performance you will rise to higher
partnership levels, which come with even
greater compensation.

straightforward.
WHY PARTNER WITH US
MSP Partner Program
Best Protection. Technology at its Excellence

Proven #1 Protection & Performance
• Reselling Channel Program Bitdefender consistently ranks first in major independent tests for demonstrating the best protection against cyber-threats with the
fewest false positives and smallest performance impact on protected systems.
Unified comprehensive MSP security suite
• Integrated Channel Program Bitdefender Cloud Security for MSP includes all essential security layers but also Anti-exploit, Advanced Tunable Machine Learning,
Sandbox and EDR, managed from a single console.
Business Comprehensive approach. Working together seamlessly

Simplified licensing & provisioning – pay as you go
Manage protection for all customers from a single cloud hosted console with dynamic monthly billing. Automate tasks and
streamline management using the API integrations with major RMM/PSA platforms.
24/7 Partner Portal access

Speed up billing, lead gen and sales effort leveraging this central point of access to valuable tools and resources, including to the
marketing self-service platform
Scaled Revenue Growth. Dedicated benefits

MSP Partner Program Incremental profits
Benefit from aggregated tiered pricing at MSP level that reduces cost per endpoint for the MSPs managing IT services for a high
Best protection. Technology at its number of SMB organizations
excellence
Your company protected:
Business comprehensive approach. We provide free of charge comprehensive endpoint security solution licenses which MSPs can deploy to protect their own
Working together seamlessly infrastructure
Scaled revenue growth. Dedicated

benefits
PARTNERSHIP LEVELS
Partnership Levels
The Bitdefender Partner Advantage Network rewards a network of knowledgeable security partners in more than 170 countries. Each
program has three membership levels: Bronze, Silver, and Gold. The benefits and requirements increase as our partners gain experience in
Partner Programs Guide selling and delivering Bitdefender solutions. Whether partners have a direct business relationship with Bitdefender or a relationship through a
regional distributor, the commercial conditions remain the same.
Bronze Partner
The BRONZE level represents the Bitdefender partnership entry point for all the new partners. Depending upon the Program they are part
• Integrated Channel Program of, it allows partners to learn more about Bitdefender security solutions and the opportunities they provide. The Reselling Channel Program
offers them a basic percent of margin along with the margin for the New Opportunity Registrations. Through the MSP Program they are
having access to the MSP tiered-based pricing, usage breakdown visibility per customer, and Level 2 Support.
Bronze partners also have access to free marketing and newsletters to keep them current with market trends and Bitdefender news.
Silver Partner
The SILVER level is for organizations that have achieved commercial and technical certification for the Program they are enrolled in and are
ready to commit to annual revenue targets. The Reselling Channel Program offers our Silver partners a higher margin than Bronze partners
being also entitled to receive leads from Bitdefender, Incumbency Program, Marketing Development Funds, and support in renewing licenses.
Also for the MSP Program starting with the Silver level partner’s benefits are higher including support from their designated Bitdefender
Account Manager and Partner Locator listing.
Gold Partner
GOLD, the highest partnership level is available to partners with extensive experience in selling Bitdefender security solutions. Gold partners
maintain more dedicated certified individuals in both sales and technical positions for Business solutions, have access to hands-on training,
and commit to higher revenues. They are eligible to receive the maximum level of margin, leads feed, and support from Bitdefender. Gold
partners work more closely with the dedicated Bitdefender Account Manager and Marketing Manager to develop effective sales and
marketing plans. They have renewal protection and full support in closing deals - this means the preferred partner for renewing next years
in the same account and an exact pipeline amount. They qualify for more Marketing Development Funds and an extra margin for new
opportunities registered in Bitdefender’s portal.
Gold partners are the most rewarded also by our revamped MSP program, as they reach the highest benefits including a dedicated Technical
Account Manager and entrance to the Partner Advisory Board and Reference Program..
BENEFITS AND REQUIREMENTS
Benefits and Requirements Overview

Partner Advantage Network benefits are tailored to support each partner type in the most effective way. The tables in this section outline the
specific program benefits and requirements for Bronze, Silver, and Gold partners. The benefits and requirements listed are described in more
Partner Programs Guide detail throughout this document.
• MSP Partner Program Bronze Partners

Reselling Channel MSP Partner Integrated Channel
Partner Benefits
• Integrated Channel Program Program Program Program
Program Benefits
Partner Portal
Partner Communications
Financial Benefits
New Margins
Business New Opportunity Registration
Incumbent Margin
Renewal
Non-Incumbent Margin
MSP Monthly Licensing with aggregated tier-based pricing
Marketing Benefits
Partnership Status Logo
Access to Channel Marketing Automation Portal
Sales Support Benefits
Demand Generation and Sales Resource Tools
Benefits & Requirements New Opportunity Registration
Incumbency Program - Renewal Protection
Usage Breakdown Visibility per Customer
MSP Partner Program
NFR License Keys
Bronze Partners
Partner Benefits
Program Program Program
Technical Benefits
Partner Programs Guide Access to Knowledge Base

Direct Technical Support Link
Level 2 Support
• MSP Partner Program Training and Enablement Benefits
• Integrated Channel Program Interactive Sales and Technical Online Courses
Professional Certifications

Partner Commitments
Program Requirements
Partner Agreements
Company Profile
Offer 1 Level Support
Provide Services to Customers
Benefits & Requirements
MSP Partner Program
Silver Partners
Starting with the Silver level, partners’ benefits are much higher. No matter whether we are referring to the Reselling Channel Program, MSP
Partner Program or to the Integrated Channel Program, the Silver partners acquire the Bronze level benefits & requirements adding the
following:
Partner Programs Guide Reselling Channel MSP Partner Integrated Channel

Partner Benefits
Program Benefits
Account Management
• Integrated Channel Program Marketing Benefits
Marketing Development Funds (MDF) Program
Leads Program
Partner Locator
Technical Benefits
Hands-on Training
Beta Program
Training and Enablement Benefits
Training Webcasts
Product Demos
MSP Partner Program
Silver Partners
Partner Commitments

Business Plan
• Reselling Channel Program Financial Requirements
• MSP Partner Program Annual Revenue Attainment Goals
• Integrated Channel Program Training Requirements
Sales Professional Training and Certification 1 1 1/ Program Type
Technical Training and Certification 1 1 1/ Program Type
MSP Partner Program
Gold Partners
The Gold partners are the most rewarded by our programs based on their performance and requirements attainment. All the Bronze and
Silver benefits are granted towards the highest partnership level adding the following:

Partner Benefits
Partner Programs Guide Program Program Program
Program Benefits
Technical Account Management
Reference Program
Partner Advisory Board
MSP Online Community
On-Site Trainings
Easy Accessible Sales and Technical Training Materials

Partner Commitments
Financial Requirements
Annual Revenue Attainment Goals
Training Requirements
Sales Professional Training and Certification 2 2 2/ Program Type
Reselling Channel Program Technical Training and Certification 2 2 2/ Program Type
MSP Partner Program
DETAILED BENEFITS
Partner Benefits
Program Benefits
The Bitdefender Partner Advantage Network offers a wide range of benefits to reward partners. These benefits include sales and marketing
• Reselling Channel Program tools, financial protected incentives, new opportunity registration, leads program, competitive training and certifications, hands-on training,
Not-For-Resale (NFR) licenses, partner visibility on bitdefender.com, and use of the Bitdefender Partner logo for added marketing strength.
• MSP Partner Program Benefits depend on the partnership type and level in the Partner Advantage Network. The description of the benefits is included below. Feel
free to ask your Bitdefender contact or your Regional Distributor for the benefits that apply in your case.
Account Management
Bitdefender assigns a Channel Account Manager to work with Gold and Silver partners, and provides a contact mechanism to manage ongoing
sales-related requests. The Channel Account Manager helps the partner develop effective sales and marketing plans, provides sales support,
and serves as a point of contact with Bitdefender teams.
Partner Portal
Bitdefender’s online partner portal, PAN, will provide a framework for working with Bitdefender and serves as a central point of access to
valuable tools and resources, including:
• Partner program information – partnership level, target acquired, certifications achieved, partnership logo & diploma
• Marketing materials – co-branded materials, marketing campaigns, datasheets, comparatives, presentations, etc.
• Sales enablement tools – new opportunity registration, leads program, renewals, NFR license keys, exclusive promotions, webinars,
demos, case studies and references
• Technical support and product information
• Online sales and technical training resources
The PAN portal is your unique gateway to Bitdefender. You are invited to visit Bitdefender PAN Portal frequently to receive the latest information
on leads given to you, new opportunities registered, renewals, program offerings, product releases and end-of-life announces , sales and
marketing tools, and regional product promotions. The Portal content is customized to your partner level and region, and lets you request more
resources from the appropriate people.
Partner Communications
Bitdefender newsletters for partners regularly communicate relevant and timely information, such as:
• Product and training information • Partner Advantage Network program and portal updates
• News and events • White papers
• Customer/Partner Case Studies
DETAILED BENEFITS
Reference Program
Bitdefender rewards partners who bring business opportunities and invest in our partnership. The Reference Program helps partners share
their success stories through Bitdefender case studies or speaking opportunities, raising the profile of your business.
Partner Advisory Board

The Bitdefender Enterprise Advisory Board membership is by invitation only and it represents a forum where our most strategic partners can
Partner Programs Guide share and explore strategies that drive growth, discuss challenges, influence product developments and interact directly with Bitdefender
product teams.
MSP Online Community
• MSP Partner Program We are committed to building a stronger partner network, enabling partners to register on Bitdefender’s online forum to gain and share insights
and best practices in a dedicated MSP user community.
Dedicated Technical Account Manager
The Technical Account Manager (TAM) provides focused customer advocacy for organizations with unique or complex support requirements.
The TAM is a Bitdefender expert who is familiar with the customer’s environment, business objectives and deployment plans, and mediates all
aspects of the technical customer interactions with Enterprise Support Department.
Financial Benefits
Bitdefender is committed to the financial success of its partners, and offers different margins (according to partnership level, marketing
funds, and product promotions) to partners that perform well and have potential for even better results. Bitdefender also maintains a close
relationship with the distributors who implement the partnership program structure that may increase the profitability of Bitdefender resellers.
Silver and Gold Partners may collaborate with their Channel Account Management to optimize sales. More information about these benefits
can be provided by the local distributor or Bitdefender Channel Account Manager.
Margins
Partner margin depends on the partner’s status in the Partner Advantage Network. A higher status gives the partner a larger margin. The
margin level shall be stated in the Partner Advantage Network Conditions and is computed as a percentage discounted by Bitdefender from
the End-User Price which will either be a MSRP or a NSP approved by Bitdefender.
New Opportunity Registration Margin

Bitdefender offers the incentive of New Opportunity Registration to reward its partners’ sales efforts. By registering every new opportunity
above the required minimum amount, partners get an extra margin for that specific deal, based on the deal ID and placed on the order and
invoice related to the deal. Moreover, the Bitdefender partners are assured that all businesses are sealed no matter their value.
Incumbency Program Margins

Ensures you get additional protection and greater rewards at renewal for investing more effort in maintaining and strengthening the relationship
with our customers. The incumbent partner is entitled to an increased margin at renewal than the non-incumbent partner.
DETAILED BENEFITS
MSP monthly Licensing with aggregated tier-based pricing

Gain access to monthly licensing for Bitdefender MSP products and increase profits with tiered pricing based on the total number of endpoint
you protect across all customers. The tiers are calculated not per customer, but aggregated across all your customers.

Marketing Benefits
Bitdefender believes the most effective strategy to drive demand for its security solutions combines Bitdefender global marketing and lead
• MSP Partner Program generation with the local marketing and field expertise of its partners. As the primary contact with the market, Bitdefender’s partners understand
their customers’, and prospects’ needs. To help their marketing and sales, Bitdefender offers a variety of tools and support, including funding
• Integrated Channel Program for approved marketing activities.
Partnership Status Logo

Members of the Bitdefender Partner Advantage Network can leverage association with the Bitdefender brand to add marketing strength.
Correct use of Bitdefender branding allows partners to demonstrate their commitment to delivering quality products and customer satisfaction
together with Bitdefender. This powerful tool can help create awareness and preferences for partner solutions and services in the marketplace.
The Bitdefender Partner Advantage Network offers branding to Bronze, Silver, and Gold Partners. Each advanced partnership level has a
corresponding logo available.
Samples of the Bitdefender Partner Advantage Network and Bitdefender Partner logos are listed below:
All Bitdefender Partner logos are for use only on authorized partners’ collaterals, website, online demand generation activities, e-mails, sales
materials, business cards, stationery, and signage. Partners must comply with the Bitdefender Partner Advantage Network logo usage
guidelines on the PAN portal.
Co-Branded Collaterals
Collateral branding - with the Partner’s logo and the appropriate partnership logo - assures potential customers that the solutions and
services provided by a partner comply with Bitdefender methodologies and best practices, and that the partner is authorized to sell, and
is knowledgeable about, Bitdefender solutions. Bitdefender provides Silver and Gold partners with collateral customized to accommodate
the addition of the Bitdefender Partner logo, and permission to distribute co-branded collaterals to prospective and existing customers. The
process of co-branding will take place in the Channel Marketing Automation Portal.
DETAILED BENEFITS
Marketing Development Funds (MDF) Program

Bitdefender offers Silver and Gold partners marketing development funds for prospecting and generating leads. Marketing development funds
are offered for partners who commit to invest resources and revenues into Bitdefender-related activities in the following conditions: Bitdefender
agrees to spend a certain amount for marketing activities (trade marketing co-op funds, etc.), except for price promotion, but excluding
expenses, such as travel, accommodations, meals, entertainment expenses, provided that: (i) all marketing materials and promotions are
approved in advance by Bitdefender, being accompanied by MDF ID; (ii) Partner complies with all Bitdefender Guidelines, and respect its
Partner Programs Guide payment obligations and the Business Plan submitted (iii) Partner submits the marketing report with the proves of the activities performed.
• Reselling Channel Program They are subject to approval before the action takes place. Without the pre-approval ID, the refund for the activity will not be paid after the
proofing documents are submitted.
A partner needs to plan these actions as part of the business plan, and propose them, get approval by Bitdefender and ensure the proper
• Integrated Channel Program execution in the Channel Marketing Automation Portal.
To drive lead generation, educate customers, and assist partners in closing deals, Bitdefender supports Silver and Gold Partners with driven
joint-promotional activities, such as: tradeshows, communications (newsletters, webinars, conference calls), customer briefings, and seminars.
Bitdefender Channel Account Managers will help authorized partners in the planning and execution of the approved joint activities.
Access to Channel Marketing Automation Portal

Bitdefender offers Silver and Gold partners from focus regions on-going marketing support by giving them access to the Channel Marketing
Automation Portal through SSO with the PAN Portal. This great benefit ,with the main purpose of generating leads and nurturing the existing
ones, enables our selected partners access to a powerful set of marketing tools, including email marketing, social media automation, content
syndication, lead nurturing drips, co-branded assets, online process for MDF requests, and much more.

Bitdefender is committed to providing partners with resources to increase revenue and grow profits. The partners can access a variety of sales
tools, new opportunity registrations, renewals support, and the NFR request form on the PAN portal. Additionally, Gold and Silver partners are
eligible for lead feed from various Bitdefender lead generation programs.
Demand Generation and Sales Resource Tools

To help effectively position Bitdefender solutions, Bitdefender equips its partners with marketing collaterals, datasheets, whitepapers, sales
presentations, industry relevant news and studies, which is accessible on the PAN Portal. Bitdefender intends that all product positioning
information is available on the PAN portal, and provide all needed argumentation for sales pitching. However, the customer may be supported
to make its own comparisons as part of Pilot Installations and POCs. Positioning tools are confidential, and are subject to the Terms and
Conditions in the Partner Advantage Network Program Agreement.
New Opportunity Registration

We offer a quick and easy process to register new opportunities on the PAN Portal to reward our partners for identifying, developing and closing
new deals.
DETAILED BENEFITS
Make sure you register every eligible opportunity to take advantage of all the benefits:
• Immediate entitlement to the margin of your partnership level
• If the opportunity has a partial match to another record, the submission is flagged for further review by our channel account managers
• System automatically notifies the partner of the submission status (approved/rejected)
• In case a project is approved under special conditions, an e-mail will go directly to the customer with the price details mentioned - the
partner that registered the deal into the system will be kept in all communications
Partner Programs Guide • After the opportunity registration is successfully submitted, a unique ID code will be generated. Partners will then use this unique ID
to take advantage of their margin when ordering.
Required information to register an opportunity:
• MSP Partner Program • Company name, primary address, and main phone number
• Primary contact’s name and contact information (phone, e-mail)
• Integrated Channel Program • Products selected
• Expected close date (estimated)
• Number of users (of the customer)
Criteria to qualify for opportunity registration:

• Deal must be originated by the active partner (Bitdefender-supplied leads can not be registered, as no similar active opportunity exists
in the Bitdefender CRM system for the prospective customer.)
• Customer has defined timeframe for purchase of a maximum timeframe of 90 days.
• Follow-up activity is agreed upon by both parties
• Partner provides necessary contact information
• One registered deal per opportunity
• The opportunity must be closed at least 2 days after the opportunity is approved by Bitdefender and the order can be placed within 90
days of approval (extensions are available for up to 30 days, subject to Bitdefender approval).
New Opportunity Registration does not protect against client soliciting bids from other partners or if the client issues a request for quotation.
The registered opportunity will be reviewed for approval by Bitdefender within a maximum of 72 hours. Once approved, the Bitdefender
partners are assured the respective deal is sealed. Only the leads with values above a certain threshold will be qualified for the additional new
opportunity registration margin. The exact amount of the threshold will be communicated to you by your Bitdefender Sales Representative.
Incumbency Program - Renewal Protection

The incumbent partner (authorized reseller with a valid open Renewal Lead who placed the latest order - new purchase OR renewal - for
the customer key(s) contained in the Renewal Lead) gets additional renewal protection and greater rewards for investing more effort in
maintaining and strengthening the relationship with our customers and in ensuring renewal of Bitdefender solutions licenses. The incumbent
partner is entitled to an increased margin at renewal than the non-incumbent partner.
Bitdefender will also help the incumbent partner close the deal by informing the end-user prior to the license expiration that he has to renew in
a specified timeframe. The end-user will be informed of the details of the Bitdefender reseller that supplied him the solution in the first place,
if the reseller is still active, keeping this reseller in all the communications for the specific account. Criteria to qualify for renewal protection:
DETAILED BENEFITS
i) be an active partner; ii) fulfill accurate End-User Details when placing any type of order; iii) comply with all the contractual obligations to
Bitdefender. Notwithstanding anything to the contrary, Bitdefender cannot interfere with the end user decision regarding its option for renewal.
Leads Program
To drive demand for Bitdefender security solutions and generate sales leads, Bitdefender executes regular sales and marketing programs,
such as webinars, product demos, e-mail campaigns, and tradeshows. Bitdefender creates and executes the lead programs on a regional
Partner Programs Guide basis, and the Channel Account Managers distribute leads generated during these actions to eligible partners based on geographical location
and a suitable match between a customer’s needs and the partner’s vertical market focus, skill set, and experience.
Partners have the possibility to update the status of all leads given through the PAN portal for a maximum of 48 hours or they will be given to
• MSP Partner Program another partner. A better sales ratio for leads given will attract more leads. Bitdefender will qualify some leads as “hot leads” based on possible
sales of the opportunity.
Customer Choice Leads Program
The Customer Choice Leads Program offers our trusted business partners from focus regions the chance to increase their visibility and sales
by including their brand as a referral to customers on our websites. This Leads Program allows end customers seeking to buy Business Security
& Advanced Business Security from Bitdefender’s websites to redirect and address their intention to purchase towards a recommended
partner displayed on the webpage.
In order to be appointed as a recommended partner on the purchasing webpages, several criteria will have to be met: closing standard leads
performance measured reporting to a 24-hour SLA, the certification requirements according to the partnership level & target achievement,
PAN Portal usage, and the overall performance with Bitdefender.
To maintain the recommended partner status and the online visibility, the partners will be measures by a strict set of KPI’s: contact timeframe
(the leads must be processed in a 24-hour timeframe) and conversion rate.
NFR License Keys

NFR (Not-for-Resale) products are those that Bitdefender offers to eligible partners for their internal network, they are non-transferable and
may not be resold or given to customers. Bronze partners are eligible to receive NFR key after the second order has been placed; Silver and
Gold automatically qualify for an NFR key. The request must be made through the Partner Portal. Partners are entitled to request one NFR
license for a single product at choice, per year. Upon expiration of the license, a request for renewal or for another product can be placed.
However, if membership status in the Partner Advantage Network is lost, or the partner does not comply with the NFR terms of use limitations,
all usage rights automatically terminate. Bitdefender encourages Bronze, Silver, and Gold Partners to complete technical training before
attempting to install NFR products.
Partner Locator
Bitdefender offers Silver and Gold active partners public online listing in the Bitdefender Partner Locator on www.bitdefender.com. Searchable
by partner type and geography, the Partner Locator directory may generate leads for partners by allowing end-customers to locate Bitdefender-
qualified resellers in their area. Active certified partners will be placed with priority on Partner Locator, and their category will be determined
by their info in the portal.
DETAILED BENEFITS
Usage Breakdown visibility per customer

The Bitdefender Partner Advantage Network Portal is now enhanced for seamless work together. In the Bitdefender PAN Portal, you can now
access the monthly license usage report, simplify invoicing with a breakdown of the number of devices protected with each MSP product,
per customer.

Technical Benefits
The following technical benefits are available to all Bitdefender partners:
Hands-on Training
• Integrated Channel Program To assure an easy-to-manage and clear pre-qualification process, Bitdefender Professional Services will help you perform five live product
demonstration and product proof-of-concepts for free! The partner hands-on training is designed to offer Bitdefender Silver and Gold Partners
all over the world a working pre-sales framework, easy-to-manage and adaptable to any type of lead, to maximize revenue. Our engineers will
guide, assist, and teach you throughout the entire technical sale process:
• Identifying the opportunity from a technical perspective

• Pre-qualifying the opportunity and driving technical-sales
• Run a need-base demo or proof-of-concept
• Assist the customer with possible technical questions during the trial period
Access to the Knowledge Base

Bitdefender’s extensive, searchable Technical Knowledge Base comprises a large warehouse of technical expertise on Bitdefender products,
including:
• Video Tutorials
• Technical Whitepapers
• Product Documentation
• User Guides and Installation Manuals
• Troubleshooting Articles and How-to’s
• Comparatives
Direct Technical Support Link

Bitdefender is committed to delivering high value support to both customers and partners to ensure the appropriate solutions are acquired,
installed and used, and that they work as intended. To satisfy this commitment, Bitdefender provides pre- and post-sales technical support
communication channels to enable Bitdefender Partners to solve the most challenging issues for their customers. This support structure
is customized to accommodate the different needs of our global partners, and is available regionally. Local support contact information is
available on the PAN portal.
DETAILED BENEFITS
Beta Program
Bitdefender is committed to delivering innovative, effective security solutions. As technologies and threats evolve, Bitdefender continues to
proactively develop and shape its solution portfolio. To ensure that the resulting new solutions and feature modifications are customer ready
and of world-class quality, Bitdefender hosts beta campaigns before releasing its solutions to solicit feedback from customers and partners.
Gold and Silver partners have the opportunity to enroll in Bitdefender’s beta program, so they can make their voice heard in the development of
Partner Programs Guide Bitdefender solutions. Also, access to feedback and pre-release information gives these partners the unique opportunity to validate pre-released
products, to influence the direction of future Bitdefender development and to better prepare themselves to sell upcoming solutions. Partners
• Reselling Channel Program can find details on Bitdefender’s Beta Program, including information on requirements and how to sign up, on Bitdefender PAN.
• MSP Partner Program Level 2 Support

Offering Level 2 support means following up by answering questions, reporting the status of a pending issue, updating expectations, or
• Integrated Channel Program obtaining more information about a pending issue. It also means attempting to provide workarounds to address the problem. In situations
where a program is not operating as documents, it means reporting the problem to the applicable party’s quality assurance organization and
escalating unresolved support requests to Tier 3 and working closely with Tier 3 personnel to analyze, understand and resolve difficult issues.
Level 2 support also includes verifying that a pending issue can be “closed” when a satisfactory resolution has been provided to customer. For
those problems not solved by Tier 2 support, the problem progresses to Tier 3 Support.
SMB Start for GravityZone products – delivered by certified partner*1

The SMB Start service involves installing the GravityZone product on customer endpoints. This service is ideal for customers who would benefit
from expert guidance throughout the deployment process.
Service is limited to a maximum duration of 2 hours and the installation of up to 5 endpoints.
During service delivery, the certified Bitdefender partner will:
• Install and conﬁgure the GravityZone management console,
• Create packages,
• Install 1 relay
• Install up to 5 endpoints

Bitdefender is committed to creating an independent, knowledgeable, and successful partner network. The training and continuous education
are key components in achieving this strategic goal. The Partner Advantage Network provides easily accessible sales and technical training
materials that enable its partners to effectively sell and implement Bitdefender security solutions. Bitdefender encourages all authorized
partners to take advantage of these benefits to increase opportunities for success.
Below is an overview of the delivery methods for the sales and technical trainings Bitdefender currently offers its partners. Bitdefender
continuously updates the existing courses and develops new ones, so please stay tuned for additions to the platform. All Bitdefender partner
training courses are FREE of charge.
1 Available only for certain areas. Contact your Account Manager for more details.
DETAILED BENEFITS
Interactive Sales and Technical Online Courses
A comprehensive library of E-Learning interactive audio-video courses and video tutorials, based on the live training sessions, is available.
Different languages and different tracks (sales, technical and support-oriented) are available. These self-paced courses prepare professionals
for both further in-depth training, and certain Bitdefender certification exams.
Partner Programs Guide On-site Trainings

Through agendas tailored to fit only Gold partners’ requirements, on-site training provides face-to-face guidance and a hands-on experience
• Reselling Channel Program that matches job role requirements, preparing partners for real-life challenges. The on-site training is also the most flexible. It can be delivered
in an organization’s training facilities, at a Bitdefender office, or at another convenient location. As a Gold Partner, you will have access to
• MSP Partner Program live product training sessions delivered by Bitdefender trainers, tailored to the requirements of your organization. We aim to teach your team
to be experts in our products, so contact your dedicated Account Manager to find out the eligibility details for live course enrollments. This
• Integrated Channel Program section is subject to specific Terms and Conditions that can be found in the PAN Portal, under the “Training and Certifications” section.
Training Webcasts
At Bitdefender, remote product training sessions are equivalent to on-site product training, but without travel expenses, as they are delivered
via interactive webinars to Gold and Silver partners. These webinars are hosted live by members of the Bitdefender training group, who
act as virtual classroom training leaders dedicated to small groups of remote participants. To maintain the highest quality of training,
Bitdefender does not outsource remote training - each and every remote training session is guided by an expert Bitdefender employee.
Contact your dedicated Account Manager to find out the eligibility details for live webinars enrollments.
Product Demos
We help you discover our solutions by presenting them to you either live or online. Silver and Gold partners participate in our product demo
sessions and learn how to install, configure, use, and discover each Bitdefender security solution.
Professional Certifications
The Bitdefender training group provides members of the Partner Advantage Network access to world-class training programs and
certifications. These programs help our partners maximize sales and marketing potential, increase competitive advantage, and gain
technical knowledge in managing customer security issues. Pass the online tests and obtain your diploma immediately.
Easily Accessible Sales & Technical Training Materials

Bitdefender regularly develops and publishes updated technical and sales training tools to the Bitdefender Partner Advantage Network
portal. These tools allow Gold partners to develop and update their competitive advantages. Bitdefender channel newsletters notify Gold
partners when new training materials are available. Also, we can share our training materials, including product videos and demos, to better
support Gold partners’ businesses.
DETAILED BENEFITS
Partner Commitments
Bitdefender Partner Advantage Network requirements are structured to foster a skilled, knowledgeable, and ambitious partner community that
Partner Programs Guide is intended to perform at a high level in selling and implementing Bitdefender solutions.
• Reselling Channel Program Requirements that partners must meet to maintain or move up through the Partner Network Advantage levels are as follows:
• MSP Partner Program Partners must fulfill core requirements to maintain their partner level: current profile information, the appropriate level of sales and technical
certification for the business solutions for the corresponding level of partnership, the attainment of the minimum target and, for the Silver and
• Integrated Channel Program Gold levels, a sustainable business plan.
Bitdefender will review the partner status and compliance milestones against program requirements every quarter, providing the information
needed to review and adjust partner level. To maintain their Partner Advantage Network status, partners must meet their own sales targets
of Bitdefender products, certified persons appropriate to their partnership level, complete and keep the business plan up-to-date and must
maintain accurate company profile information on PAN.
Notwithstanding, Bitdefender has the right to cancel the partner account if the Partner:
• Fails to meet the sales targets and the certification requirements.

• Sells outside the designated territory.
• Conducts business in a manner considered inconsistent with Bitdefender business practices.
• Advertises or shows online pricing lower than that showed on Bitdefender website.
• Becomes insolvent or admits in writing its inability to pay its debts.
• Ceases to function as a going concern or to conduct its operations in the normal course of business.
• Does not comply with use of Bitdefender trademarks and trade names guidelines.
Partner Agreements
Partners accepted into Bitdefender Partner Network Advantage must work according to the terms and conditions of the Partner Program
Framework Agreement agreed upon by parties during the application process. The agreement sets forth terms, conditions, and operating
expectations for both partners and Bitdefender. Partners must comply with the conditions of their agreement with Bitdefender to maintain
their Partner Network Advantage membership status.
DETAILED COMMITMENTS
Level 1 Support
Managed Service Providers should provide the first line of support for their customers. Bitdefender does not offer support to MSP customer
organizations, but provides technical support to the MSP partners.
Provide services to customers

Partners will have to make proof of and provide managed services to customers and not just resell licenses.
Company Profile
• Reselling Channel Program All Bitdefender partners must complete and maintain current and accurate company information in their Company Profile declared in
Bitdefender PAN. Bitdefender will periodically review the accuracy of partner profile information, as this information will be visible also on
• MSP Partner Program the Partner Locator for end-users.
BITDEFENDER PARTNER-
• Integrated Channel Program Business Plan SHIP COMMITMENT
Working together for strategic planning is critical to the success of our partnership. To facilitate this process, Bitdefender offers its
partners not only simplified business plan templates, but also help setting realistic goals and identifying key opportunities to drive
revenue. The business plan templates are available on the PAN portal, and the Channel Account Manager is ready to help all qualifying
partners to fill them out and apply them successfully.
Silver and Gold partners are required to develop and use a Bitdefender business plan communicated and reviewed together with
their Bitdefender Channel Account Manager. The business plan will contain and document partner-specific sales strategies and
execution methods in the areas of lead generation and marketing, and will outline target customer profiles, revenue goals, and partner
commitments. It also provides an objective format for measuring partner success. Partner business plan templates are located on the
PAN portal, and the submission will be done online, with the possibility to update quarterly and check each action when completed for
better communication between the two parties. Moreover, Silver and Gold partners must review and update their Bitdefender business
plan with their Channel Account Manager.
Financial Requirements
Gold and Silver partners must establish and meet annual revenue commitments agreed with the Bitdefender Channel Account Manager.
The annual revenue commitments will be divided evenly between each quarter, unless other arrangements have been agreed upon
with the partner. Revenue commitments will vary by partner type and geographic location. After exceeding the target, a partner can
be upgraded to next level, due to his request and must acquire his certifications. At the end of each year, Bitdefender will review all the
revenues met by each partner and will update partnership levels and margins for all the partners. If the agreed revenue commitments
are not met, Bitdefender has the right to downgrade Gold and Silver partners.
DETAILED COMMITMENTS
Training Requirements
Product knowledge is critical in enabling Bitdefender partners to sell, deploy, and support Bitdefender products effectively. Each partner
has to acquire the necessary level of certifications, that are mandatory for business solutions. The trainings and certifications for
Consumer and Service Providers are optional.
Partner Programs Guide To ensure partners are equipped with all they may need to sell and implement Bitdefender products, they must meet the minimum
training requirements of their partner level. The required training courses and certification processes are available on Bitdefender PAN,
• Reselling Channel Program free of charge. Each Gold and Silver partner must acquire the specific number of certifications, as per their level from entering the
program and qualifying for a certain membership. Only when the training requirements are met, the partner can be upgraded to the Silver
• MSP Partner Program or Gold level, as long as the financial requirements are also met.
BITDEFENDER PARTNER-
• Integrated Channel Program SHIP COMMITMENT
GETTING STARTED
Getting Started
As a new Bitdefender Partner, you will be approved under the Bronze level. Only when you meet the financial and certification requirements
for Silver or Gold level your partnership level can be upgraded. To realize the benefits of the Bitdefender partnership as quickly as possible,
Partner Programs Guide we recommend you follow a few key steps. Doing so will quickly acquaint you with the resources available to you, and help you assimilate the
product and positioning knowledge you’ll need to build a strong foundation for success.
1. Sign-up for the Bitdefender Partner Advantage Network. Simply visit www.bitdefender.com/partners, create a brief profile for your company,
• MSP Partner Program and click the JOIN button.
• Integrated Channel Program 2. Activate your Bitdefender Partner Advantage Network access, by using the given credentials for accessing the PAN portal. The Bitdefender
Partner Advantage Network has an exclusive online resource center, where you can view a wide range of information, including: key sales,
marketing, leads, renewals, new opportunity registration, marketing development funds, trainings and certifications, special promotions, and
technical information (based upon your authorized partner level), and more.
3. Complete your sales and product training for the Silver or Gold level you want to acquire. The sooner you gain the knowledge, the sooner
you can start selling Bitdefender and reaping the rewards. The certifications are mandatory before upgrading to the next partner level ( Silver or
Gold).
4. Build your Bitdefender business plan. Silver and Gold partners will receive Bitdefender’s help accessing and updating the business plan
template, visualizing targets, building a plan to achieve success with prospected customers in the most effective manner, maximizing revenue-
making potential, and using a consistent method for measuring their success.
5. Start selling! Leverage the tools on the Bitdefender Partner Advantage Network, and the relationships you’ve forged with Bitdefender and its
system, to uncover new opportunities and close deals. Your success is our success.
Advancing in the
Bitdefender Partner Advantage Network
The Bitdefender Partner Network Advantage Program provides a clear growth track toward higher levels of support, rewards, and recognition
for members. Bitdefender encourages partners who desire a higher level of partnership to request a partner status assessment. Requests can
be submitted at any time during the 12-month validity of your partner program status, or if you believe you are entitled to a higher level.
Partners must provide evidence that they comply with Bitdefender Partner Advantage Network requirements for the higher level of partnership
two quarters in a row, apart from the revenue objectives and the required certifications, which are a mandatory part of upgrading.
#1 ranked technology.
Experts’ choice. Are You Ready To Share Success With A True Market Leader?
Joining the Bitdefender Partner Advantage Network is easy. Simply tell us a bit about yourself and enjoy immediate status as a registered
partner. A Bitdefender sales specialist will contact you as soon as possible to explain you the benefits of becoming our partner.
Working together. It’s that simple!

Simple, easy and
To apply, click the “Join” button at: www.bitdefender.com/partners and complete the short form!
straightforward.
Questions?
Contact us at [email protected]
Lifetime Recurrent & Program Changes and Reservation of Rights
Protected Revenues. This guide is provided for informational purposes only. Our delivery and offerings are subject to Bitdefender then-current policies and guidelines. All information in this guide was accurate at the time
of printing, but is subject to change without prior notice. Partners are encouraged to refer to Bitdefender’s online portal, Bitdefender Partner Advantage Network, for the most up-to-date version of
program guidelines. Bitdefender reserves the right to administer and modify the programs referenced herein at its discretion, and is not responsible for program members’ reliance on specific terms
of this guide that have subsequently been modified by Bitdefender.
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Partner Programs Guide Reselling Channel Program

MSP Partner Program

Integrated Channel Program

Reselling Channel Program ................................................................................................................................................................................ 05

Partner Commitments ........................................................................................................................................................................................ 24

Advancing in the Bitdefender Partner Advantage Network.............................................................................................................................. 28

Welcome to the Bitdefender

* According to these independent testing entities

Reselling Channel Program

Working together. Simple, easy and

Working together. Simple, easy and straightforward

Working together. Simple, easy and

Lifetime Recurrent & Protected Revenues.

Lifetime Recurrent & Protected Revenues.

Reselling Channel Program

#1 ranked technology. Experts’ choice.

Working together. Simple, easy and

Lifetime Recurrent & Protected Revenues.

MSP Partner Program

Best Protection. Technology at its Excellence

Business Comprehensive approach. Working together seamlessly

24/7 Partner Portal access

Scaled Revenue Growth. Dedicated benefits

Scaled revenue growth. Dedicated

Benefits and Requirements Overview

• Reselling Channel Program

• MSP Partner Program Bronze Partners

Integrated Channel Program

Partner Programs Guide Access to Knowledge Base

• Integrated Channel Program Interactive Sales and Technical Online Courses

Reselling Channel MSP Partner Integrated Channel

Offer 1 Level Support

Provide Services to Customers

Benefits & Requirements

Reselling Channel Program

MSP Partner Program

Integrated Channel Program

Partner Programs Guide Reselling Channel MSP Partner Integrated Channel

• Integrated Channel Program Marketing Benefits

Marketing Development Funds (MDF) Program

Sales Support Benefits

Training and Enablement Benefits

Benefits & Requirements

Reselling Channel Program

MSP Partner Program

Integrated Channel Program

Partner Programs Guide

• Reselling Channel Program Financial Requirements

• MSP Partner Program Annual Revenue Attainment Goals

• Integrated Channel Program Training Requirements

Sales Professional Training and Certification 1 1 1/ Program Type

Technical Training and Certification 1 1 1/ Program Type

Benefits & Requirements

Reselling Channel Program

MSP Partner Program

Integrated Channel Program

Reselling Channel MSP Partner Integrated Channel

MSP Online Community

Training and Enablement Benefits