With a growing number of companies building Channel offerings to distribute their products, understanding this space and how to navigate it is of increasing importance. In a special roundtable episode of The Cyber Security Matters Podcast, we were joined by four women who work in the channel to explore their experiences of the space. Read on for their insights on why businesses are focusing on their channel offerings more. 

Surja Chatterjea, the Senior Director of Channels and Alliances at Cobalt

“It’s really about the extension of your sales force. It’s about the force multiplier effect because your partners are your trusted advisors. Not only do they expand your sales motions and build out scale and reach in the channel, but your partner advisory board will also be a point of validation for your product and revenue strategies across your entire go to market process.”

Deborah Caldwell, the Global Channel Account Director at Illumio

“Creating a channel is a definite win relationship for everybody involved. That’s because it’s an easier and more efficient way to scale for the organisation, but it also provides better service for customers as well because you can connect with them at multiple points. Those intersection points make the whole relationship stronger.”

Christine Camp, the Fractional Chief Partner Officer at Conatus Advisors

“There’s a lot of consolidation going on in the market. There’s some and platformisation too. Both of those things drive the the demand and the need for channel go-to-market strategies, because people can’t be as efficient anymore when it comes to scaling and consolidation. I think it’s the era of the channel.”

Sara Verri, the Global Head of Field & Partner Marketing at Nozomi Networks

“Being based in the EMEA region, there is a cultural component as well. Having local partners in every territory brings certain advantages. If you look at somewhere like the Middle East or China, if you’re a smaller company, having someone on the ground that understands the local language, the local culture and how to do business there, that definitely accelerates the power of your organisation. The extension and collaboration you get in the channel are amazing.”

To hear more about working in the channel, tune in to Episode 42 of The Cyber Security Matters Podcast here. 

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