Marc Botham, the global vice president of channel and alliances, has been hard at work reshaping the Jamf channel experience for partners worldwide. He shared his long-term plans, early wins, and other insights with Channel Insider.
Botham joined Jamf in 2024 to solidify and expand the channel’s importance
Botham was appointed to his current role at Jamf in September 2024 after a long career in building and maintaining channels at startups and legacy players. He says he was excited by the opportunity to redefine how the vendor approached channel business.
“We weren’t utilizing all the value a channel would bring when done well,” Botham said. “A channel partner’s value is multi-faceted. They have deep relationships with their customers, who see them as trusted advisors, and those relationships are often much deeper than we could get trying to sell directly to them. Plus, partners provide additional services and complementary tech that makes us all successful together.”
Over the past six months, Botham has overseen the restructuring of internal teams to bring MSPs, resellers, and other partners the enablement they need to market with Jamf in any region and vertical.
Botham says his ultimate goal is to innovate on what exactly a partner program can be, shifting away from legacy tiering models and towards a more integrated and long-term incentives approach to reward partners for all they bring to the table.
“What I want is to be able to say, no matter where your business is, and no matter what your level of investment is in us, you are rewarded for what you do,” Botham said. “We’re focused on making sure our partners grow a healthy and profitable business alongside us.”
Enabling partners to succeed with Apple and other technologies
Jamf’s enablement program includes extensive training resources on the company’s solutions. According to Botham, the courses are offered on a choose-your-own-adventure model, allowing partners to relate the information to their business needs.
“You work at the pace and speed that works best for you to get the education you need to best support your customers,” Botham said. “It’s a bespoke experience centered around the partner and their customers.”
The company also offers joint marketing activities and various incentive schemes to reward growth and development in any market partners choose. In its latest solution release, Jamf is particularly focused on the K -12 education market and has deep connections with major carriers and GSIs servicing a wide range of industries and markets.
The company also recognizes that partners don’t operate with only one type of tooling or system. While Jamf technology enables partners to better serve the Apple ecosystem, it doesn’t only focus on Apple-related trends.
“A lot of our partners aren’t only Apple partners,” said Botham, noting that Jamf works within the major hyperscaler markets to best support partners wherever they transact.
“Partners aren’t isolated to one vendor, so we plan to offer data-driven insights on the wider market, not just on Jamf opportunities, so our partners are better informed and can benchmark themselves against other partners in our ecosystem,” Botham continued.
Why Botham is confident the momentum will continue in 2025
After roughly 180 days at the company, Botham says he’s proud of what has already been accomplished. He says the company frequently hears from its partners, some of whom form Jamf’s advisory committee, that the changes implemented have been beneficial.
Looking forward to the next 180 and beyond, Botham shows no signs of slowing down. He promises more changes and additions to the program in the future and an ongoing commitment to bringing expertise, insights, and support to its growing partner base.
“We’re growing up fast, and as we do that, I want to make sure we mix it up and do things differently than legacy programs.”
Channel partner programs are beneficial for both channel organizations and vendors. Learn more about new programs announced recently, including LevelBlue.