Strengthening channel partnerships and fortifying defenses in the technology sector

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Escalating threats remain a fundamental part of the cybersecurity landscape in 2024. Ransomware incursions and data breaches targeting individuals, enterprises, and government entities persist as significant  challenges for security leaders. As businesses navigate this dynamic threat landscape, it is crucial to fortify defenses against the full spectrum of attack vectors. This includes investing in cutting-edge cyber security tools that can offer comprehensive protection. 

Security sales channels play a vital role in expanding market reach, leveraging specialized expertise, and optimizing distribution logistics for businesses. By forging alliances with well-established channels, enterprises gain access to valuable market insights, resources, and brand visibility, while also mitigating risks and diversifying revenue streams

Adopting a partnership-driven approach empowers businesses to adapt to shifting market conditions, cultivate customer relationships, and optimize growth strategies. By capitalizing on the strengths of various sales channels, businesses can effectively engage target audiences, streamline operations, and seize opportunities for expansion in the technology sector.

Prioritizing cyber security is essential for all sales channels, helping to safeguard customer data and maintain the reputation of the channel and associated brands. By implementing robust cyber security measures, sales channels can ensure compliance with legal and regulatory requirements, avert the severe financial consequences associated with data breaches, and maintain business continuity. Furthermore, strong cyber security practices foster positive relationships within the supply chain and demonstrate the channel's commitment to security in an increasingly digital business landscape. 

Prioritizing customer needs is of utmost importance. For vendors seeking a strong and successful relationship with channel partners, the mantra ‘listen more and talk less’ holds significant value. By understanding the direction in which channel partners are heading, their requirements, and their challenges, vendors can provide better technology and support.

An increasingly hostile threat landscape puts added pressure on the channel

As the attack surface expands and supply chain disruptions persist, managing an onslaught of never-before-seen malware variants becomes increasingly challenging. A strong partnership with channel partners is crucial to navigating these obstacles effectively.

There are no indications that security threats will subside, and everyone remains a potential target. According to a recent SonicWall report, within the UK, intrusion attempts have surged 18% and IoT devices have surged by 10%. Additionally, the rise of cryptojacking, a lesser-known attack method, has skyrocketed by 1354% year over year. 

Cryptojacking is a malicious virus that, once it infiltrates an unsuspecting device, relentlessly mines for cryptocurrency, funding various illicit activities. Cryptojacking can have significant business impacts. These include reduced productivity due to slowed computers and networks, increased energy costs from resource-intensive cryptomining, potential hardware damage from overheating, heightened security risks due to exploited vulnerabilities, reputation damage if the cryptojacking becomes public, and potential legal or regulatory compliance issues

Prioritising a robust security strategy to contend with growing threats

To mitigate these risks, businesses should implement robust cyber security measures such as regular software updates, strong password policies, employee cyber security training, and anti-crypto mining software. Thus, delaying IT security investments only exposes users to more long-term risks. 

Cybersecurity organizations can support partners by driving sales and revenue, providing training and enablement, and fostering knowledge sharing to build a community around flexible pricing and consumption models that align with partners' business practices.

Cyber security organizations also contribute significantly to securing sales channels beyond product offerings, leveraging their threat experience and intelligence. They can deliver essential cyber security solutions such as integrated software tools and incident response planning, while guiding the development of robust security policies. 


Continuous monitoring and vendor risk management help fortify defenses against cyber threats and ensure regulatory compliance. Collaborative threat sharing and awareness campaigns further empower sales channels to cultivate a strong cyber security culture and respond effectively to evolving risks, ultimately enhancing their overall cyber resilience.

Fostering channel satisfaction through a cyber security lens involves cultivating relationships built on trust, transparency, and a shared commitment to cyber resilience. This is crucial for cyber security to safeguard sensitive customer data, maintain business reputation, ensure transaction integrity, and prevent financial losses. 

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Do you know your data’s worth?

By providing regular updates on security measures, promptly addressing concerns, and offering guidance on risk mitigation strategies, businesses can ensure that sales channels feel supported and valued in their role as cyber security allies. Sales channels often handle personal and financial information, making them attractive targets for cybercriminals. A security breach can lead to data theft, causing irreparable harm to customer trust and company image.

Therefore, recognizing and rewarding channel efforts to maintain a secure ecosystem, along with continuous training opportunities, reinforces their importance and fosters a strong cyber security ecosystem. Robust cyber security measures in sales channels are essential for business sustainability and customer confidence. As the fight against cybercrime continues, businesses must be able to trust all aspects of their security infrastructure.

Spencer Starkey
VP EMEA, SonicWall

Starkey is a seasoned business leader with a strong background in cyber security. Starkey joined SonicWall with a proven track record of leadership, with years of experience in channel and direct-touch from prior experiences at Check Point, McAfee, and BAE Systems.