Large Cloud Providers are Supercharging Support for Security Channel
In the ever-evolving realm of cybersecurity, we are seeing exciting changes in how top vendors are supporting their channel partners. Many cybersecurity channel partners have noticed that major cloud providers are ramping up their channel support teams more quickly than other SIEM vendors. As Google and Microsoft boost their channel support, they are transforming the security landscape. Meanwhile, customers are observing a steadier pace of change in channel support staff among other SIEM vendors.
Tech Titans Turned Cyber Stars: Google and Microsoft’s SIEM Surge
Channel partners are increasingly recognizing Google and Microsoft for their efforts in enhancing channel support among vendors offering SIEM solutions. While these tech giants have traditionally been recognized by the channel as leaders in software, search, and cloud services, their role in the cybersecurity market, including SIEM, is evolving. Senior security channel executives are now viewing them as key players in cybersecurity. Historically, the responsibility for Microsoft and Google within channel organizations has not been with the security business unit. Similarly, their initial successes in the security sector were often add-on deals, with account management handled by channel staff outside the dedicated security sales team.
Google’s Security Renaissance: Mandiant Magic and Channel Opportunities
Google’s acquisition of Mandiant has reignited its focus on security, boosting customer awareness of Google’s growing role in the security market. Mandiant’s strong reputation for incident response services has played a significant part in this shift. Security incidents often lead to new priorities, vendor changes, quicker decision-making, and increased budgets, all of which position Google to benefit from investments in channel support staff. Additionally, Google’s Security Operations solution is gaining traction in the SIEM space, with the Gemini AI assistant helping to lighten the workload for analysts. Channel organizations are eager to partner with companies that customers are interested in migrating to or have existing investments with, creating opportunities for up-selling.
Microsoft’s Masterstroke: Bundling Brilliance and Channel Charm
For Microsoft, it was not a single acquisition or product category that drove demand in the security channel. Instead, it was their bundling strategy, which integrated security features into E3 and E5 licenses. Initially, security channel organizations saw this approach as a potential risk, as they often partnered with vendors competing against Microsoft and faced challenges in price comparisons. While the channel recognized the value of Microsoft’s ecosystem, there were concerns about profitability with a company not traditionally seen as channel focused. However, as Microsoft’s security capabilities have gained industry respect, channel partners have embraced the partnership. Microsoft is now seen as increasing its channel support staff in the security sector. As the second largest SIEM vendor by revenue, Microsoft continues to improve Microsoft Sentinel with SOC optimization. Microsoft’s Security Copilot works across the security products, helping security analysts work more efficiently.
Beyond SIEM: Google and Microsoft’s Security Spotlight Sparks New Opportunities
The enhanced security visibility of both Google and Microsoft extends beyond just SIEM, and their growing commitment to supporting channel partners opens up exciting new opportunities for customers to explore and evaluate products across various categories.
Cloud Marketplace Magic: AWS Leads the Way in Partner Collaboration
The influence of cloud marketplaces is truly significant. They are enhancing their collaboration with traditional reseller partners, streamlining processes to make it easier for the channel to work alongside security vendors. This improvement is particularly evident with AWS.
IBM’s Channel Shift Beyond QRadar
IBM is seen by North American channel partners as expanding its channel support staff. However, the transition of IBM’s QRadar SaaS business to Palo Alto is expected to result in this growth having a greater impact to IBM’s other security categories beyond SIEM.
Channel Balancing Act: SIEM Growth and Support Dynamics for CrowdStrike, Fortinet, and Palo Alto
CrowdStrike, Fortinet, and Palo Alto are all expanding their SIEM business, but there is a slight perception that they might be losing channel support staff rather than gaining it, due to a range of factors. As major security-focused vendors, these companies are welcoming hundreds of new channel partners each year. However, adding partners without increasing support staff can sometimes leave partners feeling overlooked if resources become stretched thin. Additionally, vendors often bring in channel support staff focused on specific vertical markets or product categories, which may not always align with every channel organization’s needs. Sometimes, vendors strategically shift their focus to certain types of partners, like GSIs over regional VARs, based on their target market segments or other considerations. In such cases, existing partners might receive less attention or see expansion opportunities shift to other partners. It is also important to remember that large cybersecurity vendors have well-established channel partner programs, and changes in personnel and organization are often seen as a normal part of the partner-vendor relationship.
Navigating Change with Cisco’s Splunk’s Acquisition
Cisco and Splunk are perceived as losing channel support staff more frequently than they are gaining it. Acquisitions can naturally lead to some disruption in the channel, as partners from both the acquiring and acquired companies may feel a bit anxious about potential changes. However, there was an optimism that Splunk could benefit from Cisco’s extensive channel presence following the acquisition.
For More Information:
To learn more about the perceived changes in channel support staff among SIEM vendors, check out IDC’s Survey Spotlight: SIEM: Vendor Perceptions of Channel Support Staff Changes (US53441425). Or check out the full results of IDC’s North American Security Channel Partners Survey, 2024. (US53227225)
Jaclynn Anderson, Research Director, Security & Trust
