Channel Partner Effectiveness in Cybersecurity Product Sales: A Multi-Vendor Study
APA Citation
Beck, S. & Hwang, J. (2023). Channel Partner Effectiveness in Cybersecurity Product Sales: A Multi-Vendor Study. *International Journal of Information Management*. https://doi.org/10.1016/j.ijinfomgt.2023.102698
View original paper →What Did This Cybersecurity Research Find?
This cybersecurity go-to-market study analyzed channel partner performance data from 6 security vendors covering 2,400 partner organizations. Cybersecurity channel partners with dedicated security practices (staffed with certified engineers) generated 3.1 times more revenue per partner than generalist IT resellers without security specialization.
Key Findings
- 1Specialized security partners generated 3.1x more revenue than generalist resellers
- 2Partners with certified security engineers closed deals 28% faster
- 3Vendor-provided training and enablement correlated with 42% higher partner quota attainment
- 4Joint customer workshops were the most effective co-selling activity
- 5Partner-sourced deals had 15% higher customer retention rates than direct-sourced deals
How Does This Apply to Cybersecurity Careers?
Channel sales professionals can benchmark partner program effectiveness. Professionals considering partner-side security roles can see the value of specialization.
Who Should Read This?
Frequently Asked Questions
What did this cybersecurity research find?
This cybersecurity go-to-market study analyzed channel partner performance data from 6 security vendors covering 2,400 partner organizations. Cybersecurity channel partners with dedicated security practices (staffed with certified engineers) generated 3.1 times more revenue per partner than generalist IT resellers without security specialization.
How is this research relevant to cybersecurity careers?
Channel sales professionals can benchmark partner program effectiveness. Professionals considering partner-side security roles can see the value of specialization.
Where was this cybersecurity research published?
This study was published in International Journal of Information Management in 2023. The DOI is 10.1016/j.ijinfomgt.2023.102698. Access the original paper through the publisher link above.
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