• by Laurie Sullivan , Staff Writer @lauriesullivan, December 4, 2014

Google said Thursday it will update its partner program to combine its existing programs for Apps, Chrome, Cloud Platform, Maps and Search. The move is intended to better sell and serve across the Google for Work and Education suite of products and platforms.

Google has been dragging its feet when it comes to building out a partner network. The program likely competes with Microsoft, which has been building its partner network since the 1990s. Microsoft has more than 400,000 partners in 170 countries and spends more than $5.8 billion a year on the network, per The Wall Street Journal.

One of the most interesting reports mentions Google's hiring of former Oracle exec Amit Singh as head of Google for Work to help grab a larger slice of the annual $300 billion companies spend on workplace software. Also, former Cisco Systems executive Murali Sitaram joined Google in 2014, as head of global partnership strategy and alliances, to oversee the change. The two have extensive experience in building partner programs for enterprise companies.

The changes will accommodate companies moving to the cloud. "The landscape of cloud technology has changed significantly since we started selling Google Apps in 2006, and our breadth of offerings has changed with it," Sitaram wrote in a blog post. "Today, millions of companies and schools around the world turn to Google's products to help them launch, build and transform their organizations in the cloud. Our commitment to bringing the best of Google to work has also grown substantially."

Google's program will have sales, services and technology tracks. The Sales Track is for partners whose core competency is marketing and selling Google for Work and Education products. The Services Track is for partners providing the full range of services to customers such as consulting, training, implementing and technical support. The Technology Track is for partners creating products and solutions to complement, or extend the reach of Google for Work and Education products.

An updated requirements and application process will roll out in 2015, both standard and premium tier. Partners will have access to Google for Work Connect, console to manage customer accounts, use of the designated Google for Work or Google for Education Partner badge, resale discount on the list price of our suite of products, and a partner directory.

Premium-tier partners receive exclusive benefits and support like designated partner manager support, co-marketing opportunities with Google, access to marketing funding and other financial incentives, exclusive training and events, and use of the exclusive Premier Partner badge.

"People in a circle holding hands" photo from Shutterstock.