Cloud adoption is on the raise, as businesses continue to expand their use of cloud-based infrastructure, applications and support services. Reselling through partners provides a means for reaching customers and covering the total addressable market. Resellers adding cloud services to their portfolio and vendors indiscriminately adding partners to their programs isn't necessarily effective. Vendors and distributors, says PlanetOne Communications CEO Ted Schuman, should establish standards and instill performance expectations in their cloud channel programs.