Canadas largest software company is overhauling its partner program and ramping up investment in its channel.

OpenText, a major player in enterprise information management technology, will soon add a referral service, implement a loyalty program and match partners marketing spends, said Adam Howatson, the companys chief marketing officer.

Were at a point where we see the opportunity to invest further in our partners and where we can make a meaningful impact in doing that, Howatson told CRN. Were looking to modernize. This is sort of a new configuration for us to make the meaningful and impactful investments in these programs to elevate partners.

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The Canadian vendor specializes in organizing unstructured content throughout the enterprise: pretty much everything thats not stored in an enterprise resource planning system, from documents, to contracts, to sales enablement assets, to commercial interactions such as fax and SMS messages to the digital front end via Web properties and online stores.

Such unstructured content accounts for some 90 percent of data within an enterprise -- the category is so broad that OpenTexts software facilitates more than $6.5 trillion in commerce a year across 18 billion transactions.

OpenText has more than 1,000 go-to-market partners of all stripes, from global IT consultants like Accenture and Deloitte to regional managed services providers.

Now were looking to redefine that program a little bit and make additional investments, Howatson told CRN. Were investing more than we ever have in our partners to ensure our reach and our footprint [are] global.

The partner program revamp responds to the evolving nature of the channel.

We want to enable those nimbler, modern startups addressing the newest technologies, Howatson said, to give them access to us in a meaningful way.

The first change is the introduction of a partner referral program, allowing solution providers that arent hitting large revenue thresholds or sales targets to work with OpenText and eventually mature the relationship.