Meet Adam Rachwal, Partner Account Manager at CXANZ. Adam is a Partner Account Manager at CXANZ, where he leads the Citrix MSP practice across Australia. Working closely with managed service providers, Adam helps partners turn Citrix capabilities into practical, profitable services — without the complexity getting in the way.
“I help MSPs and partners build profitable Citrix offerings, making the licensing, commercial aspects, and program changes feel simple and practical.”
In his role, Adam bridges partner strategy and the broader Citrix ecosystem, ensuring ideas are translated into clear, actionable outcomes
“Partners are often expanding across EUC, cloud, or security. My role is to help turn that ambition into executable strategy, whether through clear licensing direction, structured planning, targeted enablement, or removing blockers that impede progress.”
For Adam, long‑term partner relationships are built on consistency, accountability and follow‑through.
“My priority is to provide a stable, trusted foundation for our partners. If there’s an open question or unresolved issue, I take ownership and see it through to completion because disciplined follow-through is what earns long-term trust.”
Adam’s interest in technology began early, shaped by hands‑on experience and curiosity from a young age.
“I’ve been around technology for as long as I can remember. My dad worked in IT, so I was always tinkering with computers as a kid and learning how things worked.”
That early exposure naturally led to his first role in the industry.
“My first job was at 14, working weekends in a computer software store, and I’ve stayed in the industry ever since.”
Over the years, Adam’s career has spanned multiple parts of the channel, giving him a well‑rounded perspective.
“Along the way I’ve worked across local and national resellers, service providers, startups, and distribution. These days I am representing Citrix in my CXANZ role which gives me a nice mix of perspective on what partners might need.”
Adam works with a broad range of partners, with a strong focus on MSP leadership and practice leads.
“I work with a wide mix of partner contacts, but most often MSP owners and practice leads. Partners often come to me for renewal and commercial planning, licensing guidance, enablement direction and help clearing roadblocks.”
Because no two partners are the same, Adam tailors his approach to align with each partner’s goals.
“Every partner has distinct objectives, so my focus is on aligning the breadth of services enabled by Citrix to their strategic plans, whether that’s secure application delivery, zero-trust access for contractors and BYOD environments, or high-performance virtual desktops for specialised users and industries.”
From Adam’s perspective, one challenge consistently emerges for MSPs working with Citrix.
“A common theme I see for MSPs is that the Citrix platform has a lot of inclusions, but not every partner uses everything. It can be hard to feel like the value lines up neatly with what they’re delivering day to day.”
His advice is to narrow the focus.
“The way through it is usually focus, ie. lead with a few strong use cases and package them into repeatable services, rather than trying to pitch the whole portfolio.”
He sees the most successful partners following a clear and repeatable pattern.
“The partners who do best usually have a clear offer and a simple story, backed by a repeatable delivery model, and they invest in enablement so new inclusions don’t stay ‘nice to have’, they become services customers will actually pay for.”
Adam describes CXANZ as a highly experienced and deeply collaborative team.
“What sets the CXANZ team apart is our depth of experience. We are a purpose-built group of Citrix specialists with decades of combined expertise, enabling us to deliver highly effective partner support. We collaborate seamlessly across roles and operate as an extension of the partner, keeping the focus on tangible outcomes and practical results.”
Simplification and enablement also play a key role.
“Simplification and enablement are central to our approach. By streamlining the partner program based on feedback and providing practical enablement through training, webinars, and assets, we help partners turn plans into action, with CXANZ as a dependable base of support.”
Outside the office, Adam enjoys photography and time outdoors.
“Outside of work, I used to spend a lot of time shooting landscapes and sports, and I may have built up a slightly excessive collection of camera gear along the way.”
One quote has stayed with Adam throughout his career.
“I always think about musician Warren Zevon’s final appearance on David Letterman which was just after he’d received a terminal lung cancer diagnosis in 2002. Reflecting on life, Warren said the diagnosis reminded him to ‘enjoy every sandwich’.”
It’s a mantra that continues to guide him.
“I treat this as a humble and practical mantra to keep perspective, prioritise what matters and enjoy the day‑to‑day moments with people rather than living life on fast‑forward.”
Connect with Adam or any of our CXANZ team members here.