Cloudflare PowerUP
Distributor
Route-to-Revenue Guide
The PowerUP Partner Program from Cloudflare
makes it easy to grow your business while keeping
your customers connected and protected.
Tom Evans
Chief Partner Officer
Throughout my career, I've had the privilege of building strong partnerships across the tech industry, and joining Cloudflare as Chief
Partner Officer presented a truly unique opportunity.
Cloudflare's mission to help build a better internet resonates deeply. The innovative approach to cybersecurity and network
performance is not only transforming the tech landscape, but it's having a real-world impact on millions of global users.
What excites me most is the incredible potential that lies within our partner ecosystem. At Cloudflare, we believe strong and
collaborative partnerships are the cornerstone of success in today's dynamic tech environment. By working hand-in-hand with
industry leaders like yourselves, we can amplify the reach and impact of our solutions on a global scale.
I'm incredibly eager to connect with our partners, hear your insights and challenges, and collaborate on building even better solutions
together. We at Cloudflare are dedicated to providing you the support you need to thrive. Together, we can push the boundaries of
what's possible and shape a brighter future for the internet. I look forward to embarking on this journey with you.
What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
PowerUP with Cloudflare
Differentiation
Energize. Innovative. Elevate. The PowerUP Partner Program from
Cloudflare makes it easy to grow your business while keeping your
customers connected and protected.
Specializations
The Cloudflare PowerUP Partner Program is designed to help you
Requirements capitalize on big-market trends to build a highly profitable cloud
and Benefits practice. This program offers a range of benefits, training, and
financial rewards to help you succeed with Cloudflareʼs products and
services.
Summary
Our Four Routes-to-Revenue model delivers innovative benefits that
are focused on competitive partner compensation that best fit the
Resources needs of your business.
The Distribution Route-to-Revenue enables our Distributors to
Contact Us demonstrate their unique values and aligns with your business
investments and priorities.
This guide details how you can build a compelling business by
partnering with Cloudflare. Be sure to check back regularly as more
benefits and details are made available.
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Cloudflare PowerUP Our Promise to Partners
Differentiation
Deliver the value of Cloudflare to help your customers thrive.
Together, we strive to solve customer challenges, reach new
Specializations markets, and boost revenue.
Profitable
Requirements Unified Global Partnership
and Benefits Partner Program Opportunities
Unified Global Partner Program
• 4 Routes-to-Revenue to energize you to innovate and elevate
Summary • Simplified tier structure driving transaction partners
through distribution
Highly Profitable Partnership Opportunities
Resources • Partner discounts and incentives
• Transparent and predictable pricing
Effortless Partner Experience Strategic Effortless Partner
Contact Us
• Simplified tools and processes Alignment Experience
• Easier and faster transactions
Strategic Alignment
• Service, Industry and Product Specializations, business
planning, compliance, and auditing processes
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
One Unified Program: Four Routes-To-Revenue
Differentiation The PowerUP framework simplifies partner engagement by offering one program with four routes-to-revenue.
Partners select the route or routes that best suits their business model offering maximum flexibility.
Specializations
Requirements
and Benefits
Summary
Resources
Resell Manage Distribute Consult
Contact Us
Is a Cloudflare PowerUP Is a Cloudflare PowerUP Is a Cloudflare PowerUP Is a Cloudflare PowerUP
partner that resells and/or partner that builds, sells and partner that provides wide partner that provides their
integrates Cloudflare remotely manages array of enablement, services services to our customers
products to create solutions Cloudflare-based services and support to PowerUP resell and wants to refer
that deliver business that deliver business and manage partners. customers to Cloudflare.
outcomes for customers. outcomes to customers. The do not resell or manage.
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
PowerUP is Powered by Value-Added Distributors
Differentiation Cloudflare partners with a network of Value-Added
Distributors around the world to bring Cloudflare
Specializations
solutions to Solution Providers, SIʼs, MSSPʼs and Service
Providers.
Requirements
and Benefits
Cloudflareʼs registered Distributors provide seamless
access to Cloudflare products, local currency pricing, and
a range of other services from pre-sales technical
Summary
assistance to enablement and post-sales support.
Resources
Demand Creation Opportunity Development
Contact Us
• Business intelligence • Competent pre-sales
• Lead Generation • Demo and virtual labs
• MDF Management • Post sales support
Partner Management Operational Excellence
• Knowledgeable sellers • Quote-to-cash management
• On-going enablement • Local currency transactions
• Active communication • Financial solutions
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Predictability, Profitability & Revenue Retention
Differentiation
Distributor First
Specializations
New Partners join PowerUP as 2Tier*
Requirements Predictable Margin
and Benefits
Increases with ownership
Summary
Structured Payment Terms
Increases with contribution
Resources
Deal Registration Security
Contact Us
Deal lock-in
Technical Demand Engine
Demo & Virtual Lab Host specializations
Business Retention
Secure & Scalable Opportunity
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Opportunities to Differentiate | Additional Designations
Differentiation
Specializations
Requirements
and Benefits
Summary
Manage Global Powered+
Resources
Powered+ MSSP Distributor Powered+ Global Distributor
Contact Us Validated Managed Service Practice Globally managed relationship
Certifications and Skills Assessment Broad Cloudflare presence across
Support Capabilities and Resources two or more Geographies
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Opportunities to Differentiate | Specializations
Differentiation
Recognizing Distributors expertise with specializations
Specializations
Requirements Services Product
and Benefits
specializations specializations
Summary
Recognizes Partners Post-Sales Service Recognizes partners pre-sales and sales
Delivery Capabilities in a Specific Product. capabilities in a specific product.
Resources
• Application Security Authorized • Demo App Services / Zero Trust Product
Contact Us Service Delivery Q3,25
• Zero Trust Authorized Service Delivery • Virtual Lab App Services / Zero Trust
• Network Security Authorized Service Delivery Product Q3,25
• App Security / Zero Trust Product H2,25
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Registered Distributor | Requirements & Benefits
Differentiation
Distribute Route-to-Revenue
Specializations
Requirements
and Benefits Requirements Benefits
Summary
• Signed Distribution Agreement • PowerUp Discounts
• Minimum $150,000 Annual Partner Initiated • Up to 60 days Payment Terms
Resources ACV New + Upsell ACV • Deal Registration Protection
• Minimum 5 Unique Partners Sold To • MDF Proposal Based)
Contact Us Annually
• Access to Partner Portal
• Sales: 2 x Cloudflare Accredited Sales
• Access to Cloudflare University
Professional Level I &II ASP I & II
• Reward-for-Value Incentives
• Technical: 2 x Cloudflare Accredited Sales
Engineer ASE • Access to Not-for-Resale
• Access to Cloudflare Pre-Sales Engineers
Standard Business Needs Include: Local Currency Transactions, Structured PO Process,
Multi-Year & Consumption Billing Capability, On-time Payments
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Distribute Overview | Benefits Detail
Differentiation
Specializations
Requirements
and Benefits
Strategic
Summary Margin Payment Terms Marketing
Investments
Resources
Average Margin Standard Terms Marketing Joint
45 days Development Funds* High-Growth Plan
Contact Us Up to 8%
Extended Terms
60 days
Based on standard discount, region, Annual Global PIO ACV $1m Proposal Based Geo Managed Proposal Based Custom Built
partner type, deal origin Subject to Timely Account
Payments.
Focusing Cloudflare Profitability for Distributors Reducing Time to Revenue & Accelerating Growth
Marketing Development Funds Guide and Terms & Conditions: MDF Guide
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Summary | Distributors
Differentiation
Specializations Single Program
Requirements
and Benefits
Business Focused Benefits
Summary
Resources
Clear Differentiation
Contact Us
Investment Security
Predictable Discounting
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Distributor Discounts | Partner Suggested + To Disti
Differentiation
Specializations
Partner Discounts Distribution Discounts*
Requirements Suggested PowerUP Discounts (from Partner List Price) PowerUP Discounts to Distributor (from Partner List Price)
and Benefits
PowerUP Tier
Summary
Geo/Region Global US RoW US RoW
Resources Cloudflare Initiated
Category A
Products / Services
Opp (CIO) / 25% 27% 28% 30% 30% 32%
Teaming
Contact Us Interna Bundles /
A la carte SASE Partner Initiated
(Zero Trust, Magic WAN + Opp (PIO) / Deal 40% 43% 45% 43% 45%
Magic Firewall)
Reg
Discounts valid for eligible new to Cloudflare customer opportunities Net New Logos) plus all Interna or Externa use case bundles
Distribution discounts cannot be shared with partners
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Distributor Discounts | Partner Suggested + To Disti
Differentiation
Specializations
Partner Discounts Distribution Discounts*
Suggested PowerUP Discounts (from Partner List Price) PowerUP Discounts to Distributor (from Partner List Price)
Requirements
and Benefits
PowerUP Tier
Summary
Geo/Region Global US RoW US RoW
Resources
Cloudflare Initiated
Category B Opp (CIO) / 20% 23% 25% 23% 25%
Products / Services Teaming
Contact Us
Externa Bundles / A la Carte Partner Initiated
Application Services Opp (PIO) / Deal 30% 33% 35% 33% 35%
Reg
Discounts valid for eligible new to Cloudflare customer opportunities Net New Logos) plus all Interna or Externa use case bundles
Distribution discounts cannot be shared with partners
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Distributor Discounts | Partner Suggested + To Disti
Differentiation
Specializations
Partner Discounts Distribution Discounts*
Suggested PowerUP Discounts (from Partner List Price) PowerUP Discounts to Distributor (from Partner List Price)
Requirements
and Benefits
PowerUP Tier
Summary
Geo/Region Global US RoW US RoW
Resources Category C Cloudflare Initiated
Products / Services Opp (CIO) / 7% 10%
Teaming
Workers Standard, Pages,
Contact Us AI Gateway, Durable
Objects Compute,
Observability, Workers
Analytics, Workers CI, Partner Initiated
Images, Stream, Zaraz, Opp (PIO) / Deal 12% 15%
Privacy Gateway, Vectorize, Reg
Realtime, Durable Objects
Storage
Discounts valid for eligible new to Cloudflare customer opportunities Net New Logos) plus all Interna or Externa use case bundles
Distribution discounts cannot be shared with partners
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Distributor Discounts | Partner Suggested + To Disti
Differentiation
Specializations
Partner Discounts Distribution Discounts*
Suggested PowerUP (from Partner List Price) PowerUP Discounts to Distributor (from Partner List Price)
Requirements
and Benefits
PowerUP Tier
Summary
Geo/Region Global US RoW US RoW
Resources Category E Cloudflare Initiated
Support / Services Opp (CIO) / 12% 15%
Teaming
Support: TAM (Designated,
Contact Us Dedicated, Event-Based,
Trial) + SoC (Application
Services, Network) Partner Initiated
Opp (PIO) / Deal 15% 18%
Services: CSA + Quick
Starts + Migration Services+
Reg
Customized Pro Services
Discounts valid for eligible new to Cloudflare customer opportunities Net New Logos) plus all Interna or Externa use case bundles
Distribution discounts cannot be shared with partners
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Distributor Discounts | Partner Suggested + To Disti
Differentiation
Specializations
Partner Discounts Distribution Discounts*
Suggested PowerUP Discounts PowerUP Discounts to Disti
Requirements
and Benefits
PowerUP Tier
Summary
Geo/Region Global US RoW US RoW
Cloudflare Initiated
Resources
Category Z Opp (CIO) /
Products / Services Teaming
Contact Us Premium Success, DLS,
Queues per MM, Cloudflare 0% / List Price 0% / List Price
Gov, China Network
Services, Registar, Workers Partner Initiated
KV, R2, R2 Infrequent Opp (PIO) / Deal
Access, Workers AI, Cache Reg
Reserve, Workers Logpush
Discounts valid for eligible new to Cloudflare customer opportunities Net New Logos) plus all Interna or Externa use case bundles
Distribution discounts cannot be shared with partners
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Distributor Discounts | Deal Examples
Differentiation
Example 1 Example 2 Example 3
Specializations
PowerUP Tier Powered+ Registered Registered
Geo/Region Germany United States Singapore
Requirements
and Benefits
Deal Reg Yes No CIO/Teaming) Yes
Summary Interna Advantage Externa Essentials
Interna Essentials
500 seats 50 Seats
Quote Type 500 seats
2000 Mbps 14 TB
1000 Mbps
250 End Points 170 Requests per MM
Resources
List MRR
US$9,139.50 US$28,516.10 US$6,724.55
(Suggested Customer Buy Price)
Contact Us
Partner Suggested Buy MRR US$5,484 US$21,387 US$4,707
(From Distributor) (List MRR -40%) (List MRR -25%) (List MRR -30%)
Distributor Buy MRR US$5,027 US$20,532 US$4,371
(From Cloudflare) (List MRR -45%) (List MRR -28%) (List MRR -35%)
Distributor Margin
8.3% 4.0% 7.1%
(With Suggested Discounts)
List MRR is shown as indicative pricing and may change upon quoting from Cloudflare 18
What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Registered Distributor | Criteria
Differentiation The Cloudflare PowerUp Partner program requires distributors to meet the following minimum requirements to
achieve a status of PowerUp Registered Distributor. Only Distributors with this status are authorized to resell
Cloudflare products and services.
Specializations
To obtain this status Distributors must maintain the following minimum criteria:
Requirements • Signed Distribution Agreement
and Benefits
• Minimum $150,000 Annual Partner Initiated ACV New + Upsell ACV
• Minimum 5 Unique Partners Sold To Annually
Summary
• Sales Accreditations: Minimum 2 individuals holding Cloudflare Accredited Sales Professional Level I &II ASP I & II
• Technical Accreditations: Minimum 2 individuals holding Cloudflare Accredited Sales Engineer ASE
Resources
Distributor adherence to the minimum criteria will be monitored regularly and audited on an annual basis as part of
the PowerUp Partner Program Audit. Failure to hold the minimum criteria may result in the distributors status as a
Contact Us PowerUp Registered Distributor being removed.
To qualify for extended payment terms of 60 days, the Registered Distributor is required to achieve a combined
Annual Partner Initiated ACV New + Upsell ACV) of more than $1,000,000 in total between all of their active
Cloudflare Registered Distributor entities. Qualification is subject to timely payment of invoices across the same
period and calculated annually as part of the PowerUp Partner Program Audit.
Annual Partner Initiated ACV (new + Upsell) is calculated by Cloudflare based on orders invoiced to the Distributor
with an approved Deal Registration, less any credits, during the period January 1st, 2025 to December 31st, 2025.
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Have questions?
Differentiation
Specializations
Requirements
and Benefits
Summary
Resources
Contact us at
partners@[Link]
Contact Us
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What is PowerUP?
PowerUP Partner Program - Distributor Route-to-Revenue Guide
Value-Added
Distributors
Disclaimer
Differentiation This Cloudflare Channel Partner Program Guide (the “Program Guideˮ) provides an overview of the Partner Program for Solution
Provider/VARs and Service Partners. The terms that govern the program are contained in the Cloudflare Partner Agreement and the Solution
Provider/VAR Program Appendix or the Services Appendix (collectively, the “Agreementˮ) entered into between Cloudflare and each partner
Specializations participating in the partner program (the “solution providerˮ). All terms not otherwise defined herein shall have the meaning set forth in the
Agreement and accompanying program appendices. The current version of this guide will be made available to partners on the Cloudflare
Partner Connect portal within [Link] Partner program benefits and requirements are applied
Requirements
based upon the country and region in which the partner is located and are subject to change. To the extent that this guide has been
and Benefits translated into any language besides English, the English version of the guide will prevail over any inconsistencies with a non-English version
of the guide. This is a dynamic PDF of website and document links, be considerate before creating a printed version.
A signed Cloudflare NDA is required to view this Program Guide – No Further Distribution is Permitted.
Summary
Program Guide Changes and Notifications
We reserve the right to alter the Cloudflare Partner Program at our discretion, including updates to the guide, program benefits, links,
and membership requirements. We will post such updates to the Partner portal for distribution and consumption within 30-day of
Resources program changes.
Notifications
Any legal notices to us must be sent via email to the Legal Department at legal@[Link]. Any legal notices from Cloudflare to our
Contact Us partners may be sent by mail, email, or posted in the Partner Portal.
Version Date Author Change
3.0 August 7, 2025 Cloudflare Published
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