Citrix, a unit of Cloud Software Group, has inked a strategic deal with Arrow Electronics, making the technology provider its exclusive distributor for mid-market and SMB customers across North America and Europe. Effective March 2025, Arrow will manage all Citrix channel partner relationships in these markets, with full exclusivity kicking in by June. Citrix also clarified that will also end its distribution relationship with TD Synnex in these regions as of June 2nd.
This move builds on Citrix's recent efforts to streamline its operations and enhance partner engagement. In March 2024, Citrix introduced sweeping changes to simplify partner accreditation and propositions, extend sales coverage, and provide new incentives. These included updates to the Citrix Fusion Partner Programme, the discontinuation of legacy product sales and auto-renewals, and new requirements for managing quotes, which must now be referred directly to Citrix.While in October 2024, Citrix transitioned responsibility for the sales, marketing and technical support for all MSP and ISV partners consuming fewer than 2,000 Citrix CSP licenses across North America and Europe to Arrow.
The new partnership with Arrow reinforces this strategy by offering channel partners greater flexibility and growth opportunities. Enterprise-level accounts will remain under Citrix’s direct management, with Arrow continuing as the distribution partner.
To ensure a smooth transition, Citrix is making a multi-million dollar investment in partner support and technical resources. This follows Arrow's October 2024 takeover of sales, marketing, and support for smaller MSP and ISV accounts in the same regions.
Executives from both firms expressed optimism, citing the agreement’s potential to expand Citrix’s market footprint, simplify partner interactions, and drive growth. Current orders and incentives remain unaffected, ensuring continuity for existing customers.
There are no changes for Citrix channel partners outside of North America and Europe as a result of this deal.
