Channel Partner Effectiveness in Cybersecurity Sales: What Separates Top-Performing Partners
APA Citation
Morton, J. & Kang, E. (2024). Channel Partner Effectiveness in Cybersecurity Sales: What Separates Top-Performing Partners. *Journal of Strategic Information Systems*. https://doi.org/10.1016/j.jsis.2024.101812
View original paper →What Did This Cybersecurity Research Find?
This cybersecurity channel sales study analyzed performance data from 500 channel partners (VARs, MSSPs, distributors) across 10 cybersecurity vendors. Cybersecurity channel partners who invested in dedicated security practices (certified engineers, demo environments, security-focused marketing) generated 3.4x more revenue per partner than generalist IT resellers, with MSSP-model partners showing the highest deal sizes and fastest growth rates.
Key Findings
- 1Dedicated security partners generated 3.4x more revenue than generalist IT resellers
- 2MSSP-model partners had the highest average deal sizes (2.1x VAR average)
- 3Partners with certified security engineers closed deals 34% faster
- 4Vendor-provided demo environments increased partner pipeline by 28%
- 5Top-quartile partners invested 12% of revenue in security-specific training and marketing
How Does This Apply to Cybersecurity Careers?
Channel sales professionals can identify the investments that differentiate top partners. Vendor channel managers can design partner programs that drive the right enablement activities.
Who Should Read This?
Frequently Asked Questions
What did this cybersecurity research find?
This cybersecurity channel sales study analyzed performance data from 500 channel partners (VARs, MSSPs, distributors) across 10 cybersecurity vendors. Cybersecurity channel partners who invested in dedicated security practices (certified engineers, demo environments, security-focused marketing) generated 3.4x more revenue per partner than generalist IT resellers, with MSSP-model partners showing the highest deal sizes and fastest growth rates.
How is this research relevant to cybersecurity careers?
Channel sales professionals can identify the investments that differentiate top partners. Vendor channel managers can design partner programs that drive the right enablement activities.
Where was this cybersecurity research published?
This study was published in Journal of Strategic Information Systems in 2024. The DOI is 10.1016/j.jsis.2024.101812. Access the original paper through the publisher link above.
Explore Related Cybersecurity Resources
Was this page helpful?
Get cybersecurity career insights delivered weekly
Join cybersecurity professionals receiving weekly intelligence on threats, job market trends, salary data, and career growth strategies.
Get Cybersecurity Career Intelligence
Weekly insights on threats, job trends, and career growth.
Unsubscribe anytime. More options