ENTERPRISE TECHNOLOGY
Go To Market , prioritizing the partner and its services .
Globally , 95 % of cybersecurity sales are made through the partner . In Latin America , this number is very similar . However , work behavior , influenced by the ‘ account management ’ obsession of traditional brands and those seeking to generate more profit in their operations , has made the partner ’ s evolution into a security service provider extremely slow in our region .
To give you an idea , in cybersecurity services alone – not products – the world will grow from US $ 144 billion to US $ 253 billion in just services provided by the partner to their clients in the next four years , representing a 15 % CAGR .
In Latin America , this percentage will almost double year after year , opening a window of opportunities that SonicWall is entrusting 100 % to the partner .
What does this mean ? The role of the Latin American transactional partner evolves into a ‘ multi-product ’ security service provider , where security reaches end-customers as a brand-agnostic service chosen by the new service provider .
Seeing this , the already established service providers are increasingly focusing on developing simple , differentiated and accessible solutions for the SMB , moving away from aggressive security providers that seek to sell their own services .
The channel partners are seeking loyalty and transparency in the brands they use . This is where SonicWall and its partners differ , offering real training so the partner can compete in being a very responsible platform provider for the efficiency of its service to its clients , fully backed – and never threatened – by SonicWall .
What challenges do you foresee in the IT industry , particularly concerning channel partnerships in Latin America ?
The IT industry , especially in Latin America , faces challenges such as rapidly evolving technology and regulatory compliance . The MSSP market , in particular , is addressing these issues head-on , but there is a growing need for trained cybersecurity professionals . And here lies the opportunity for the new MSSP , especially in the SMB . Allowing the SMB CEO to focus away from the anxiety caused by cybersecurity threats and hand over this responsibility to their business partner , their security consultant .
How does your company approach training and upskilling channel partners ?
We are 100 % committed to equipping our partners with the latest skills and knowledge , ensuring they stay at the forefront in this rapidly evolving cybersecurity landscape . For this , we have opened a 24 / 7 local language support center in Costa Rica and have created a new partner program that encourages complete training of our partners in our solutions , allowing them to take responsibility for their own offering , always feeling close to our brand .
What advice would you give to companies looking to become a channel partner with your organization ?
What do we seek in our historical partners , our distributors , and our new allies ? To maximize our joint investment , creating something that has characterized my entire team in the region in their previous experiences : working only with the partner and not through it . For this , we have defined three commercial pillars that are our guidelines : 1 . Loyalty : Involves creating a solid relationship that fosters sustained commitment , respect , collaboration and commitment . Train our partners to become trusted ambassadors of SonicWall and reliable advisors to their clients . We support the partners ’ experience by empowering them and not competing with them . Leading by example .
2 . Simplification : Streamline processes , tools and interactions to make collaboration and sales more efficient . Offer a solid cybersecurity portfolio , unifying innovative solutions on a single platform designed to provide partners and clients with the best-inclass protection .
3 . Self-sufficiency : Our goal is to equip our partners with the knowledge and resources necessary to independently address changes in customer dynamics and cybersecurity . •
We have opened a 24 / 7 local language support center in Costa Rica .
INTELLIGENT TECH CHANNELS LATAM 21