EMEA Security Intelligence Growth No "Snapback", It's a Partner Strategy
Posted by John Burnham in Threat Management
Regional compliance to regulations is growing as a market driver, like Code of Connections & FSA in the UK, and Garante in Italy. But, horizontal drivers are gaining momentum too: PCI being the biggest, most obvious. A swipe in Nepal is just as dangerous as a swipe in San Francisco. That is why a global partner strategy is so important – and with a considerable amount of demand for SIEM solutions in markets outside North America, the challenge is in connecting with potential customers.
Many North American vendors think of the channel as a tactical process to grow revenue by touching more buyers. They view North America as the marketplace and EMEA/APAC as incremental to it.
To succeed long term in Europe, the Middle East, Africa, Japan and Asia, you have to think of “partners” as a strategic investment in which one primary goal is to help the partner succeed. Most vendors undertake partnering as a tactical approach, sort of like demand generation, but lack the strategy or understanding of the specific regional needs of potential customers in international markets, be it through the sales process, deployment or ongoing support.
Many North American vendors claim the recent growth in EMEA/APAC is due to the “snapback” from new compliance initiatives, or even the slow turnaround in the economy. While certainly part of the story, the reality is, we added more than 250 new customers across EMEA over the last year, because we understand that customers in these markets want to connect with their local VAR, integrator or partner – those who really understand their unique needs. With our worldwide partner network, we have been able to connect our customers with the right partners in their region so they can get the right solution for their unique challenges. That is a go-to-market strategy that works for not just us, but our customers and partners as well.