Growth is the name of the game for cybersecurity vendor Tripwire. The company, which had no channel aspirations just six months ago quickly changed its tune with the arrival of Alex Bagwell, who now has the role of global director of channels at Tripwire. Prior to Bagwell's tenure, Tripwire primarily relied on a direct sales model.
The goal is to enable Tripwire to grow faster than it otherwise has, through moving more business from its direct sales force to its channel, says Alex Bagwell, global director of channels at Tripwire.
"Relying on the channel is how we are going to achieve double-digit growth percentages every quarter," says Bagwell. The company is further extending their commitment to the channel with the introduction of a platinum tier to its channel program, which will be backed by access to additional sales enablement tools.
According to Bagwell, Tripwire is transitioning toward an indirect model to not just increase the size of the customer base for its compliance and cybersecurity tools, but also increase the attach rate of its products per deal.
Bagwell is keen on achieving that goal and has been showing the indirect sales teams how they make more money as the number of deals that channel partners close steadily increases.
Which in turn eliminates the need for each individual sales representatives to try and close each individual deal. By expanding support for the channel, Tripwire aims to add additional partners that can strategically align with the company product portfolio, especially in geographic regions where Tripwire has little to no presence, adds Bagwell.
Although numerous competitors are trying to stake a claim in the growing compliance and cybersecurity sectors, Tripwire is hoping that embracing the channel will give it the upper hand in addressing the market. Success that should be fueled by the growing demand for compliance and security solutions.
Tripwire's growing commitment to partners, along with educational resources and enhanced support, should help solution providers address their biggest issues and give them the ability to find and retain the expertise required to address those opportunities.
Tripwire, like many other vendors in the cybersecurity space, has come to realize that a direct sales model simply won't scale to meet demand. Lucky for Tripwire and other players in the cybersecurity and compliance market, an aggressive solution provider community is more than willing to peddle those products and services as long as the vendors provide ample support and opportunity.
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