The Channel Partners Conference & Expo takes place this week. It is the largest channel event for agents, MSPs (Managed Service Providers), VARs (Value Added Resellers) consultants, integrators, and service providers. Thousands of people will fill the Mandalay Bay Hotel and Convention Center in Las Vegas to learn about the role and future of channel sales and offer an opportunity for vendors and channel partners to interact and network.

Value of Channel Partners

Channel partners are vital for cybersecurity. There are millions of businesses around the world—from small startups to mid-market and large enterprises. Those businesses span countries, cultures, and industries. There is no viable way for one company to establish and maintain relationships with all of them directly.

Businesses depend on a variety of tools and services to function, but they want to focus on innovating and growing the business. Companies rely on the trusted relationship with the channel partner to help address those needs. It’s a win-win-win. The channel partner ecosystem extends the reach for vendors while enabling the channel partner to deliver the products and services that customers need.

Impact of XaaS on Channel

The channel also faces some potential challenges. It seems like everything is offered “as-a-service” these days. Software-as-a-Service (SaaS), Platform-as-a-Service (PaaS), Infrastructure-as-a-Service (IaaS), Security-as-a-Service (SECaaS)—and the list goes on. X-as-a-Service (XaaS) delivery has initiated an era of business model revolution. The question, however, is whether XaaS will simply become the de facto way of delivering technology and doing business, or if multiple business models will co-exist alongside XaaS.

This topic will be discussed on Thursday at the Channel Futures Think Tank debate. Christopher Rajiah, SVP, Worldwide Alliances and Partnerships for Alert Logic and others will talk about whether X-as-a-service business models will lead to consolidation of channel models. Regardless of how the market evolves over time, this challenge is one reason it’s critical for the channel and it’s trusted advisors to partner with the right vendors that provide world-class outcomes with simple packages that their clients can understand and consume.

Alert Logic Partner Connect Program

In October of last year, Chris Rajiah, Senior Vice President of Worldwide Partnerships & Alliances, announced the new Alert Logic Partner Connect Program. The program is designed to enable companies to capitalize on the significant business opportunity to support the needs of their customers. It reinforces their role as trusted advisors while making it easier for them to extend their services and increase revenue.

The reality is that every company needs effective cybersecurity, but few have the resources to achieve it. Channel partners don’t necessarily want to become MSSPs (Managed Security Service Providers) themselves, but they need to be able to deliver solutions to help customers with cybersecurity. Alert Logic provides flexible partner programs to fit with channel partner business models and allow them to grow their business with predictable recurring revenue.

Alert Logic values its channel partner alliances and will be at the event to meet new partners and share the benefits of working with us. Come by Booth #1468 to meet with us and learn how we can partner together to help your resource-constrained customers solve their cybersecurity and compliance challenges. You can also fill out a form here to request a meeting with Alert Logic.

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