Sometimes simplicity works. Consider the situation at Sophos — the privately held anti-virus and endpoint security specialist. The company’s strategy is pretty simple: Pure channel. Pure security. And soon… a formalized approach to managed services, according to Channel Chief Chris Doggett (pictured). Here’s the scoop.
Actually, this isn’t a pure scoop. Doggett has been on the line speaking with a range of media lately, The VAR Guy included.
At first glance, Doggett’s statements are pretty consistent from one interview to the next. His key themes:
- Sophos partners are cutting the amount of rival software they sell from Symantec (down double-digits from last year) and McAfee (down 9%), Doggett says.
- The company’s revised partner program, launched in April 2009, offers deal registration and margin protection initiatives. Those themes inspire partner loyalty, Doggett adds.
- And as Doggett puts it: “We’re 100 percent channel. Our revenues are their revenues — partner revenues, that is. For the first time in our history, they [Symantec and McAfee] are responding to competitive pressure we’re placing on them in the channel.”
If you listen closely, Doggett hints that more moves are coming — including a formalized managed services partner program.
Competitive Landscape
In the meantime, Symantec and McAfee aren’t exactly running scared.
During the Nov. 2009 Symantec Partner Engage conference in Orlando, CEO Enrique Salem and Channel Chief Randy Cochran dismissed Sophos’ Data Loss Prevention strategy. Meanwhile, McAfee has been busy digesting MX Logic — a buyout that has earned mostly positive feedback from SaaS partners.
Still, the Sophos “pure channel” strategy seems to be winning converts. In separate interviews with The VAR Guy and, um, Channel Insider, Doggett pointed to an IDC study suggesting considerable growth at Sophos.
Alas, IDC has yet to return The VAR Guy’s phone calls seeking to confirm the stats… Perhaps calling collect wasn’t such a good idea.
Feeling Conflicted?
Meanwhile, Sophos rivals continue to balance their direct and indirect sales messages. Just this week, Symantec announced plans to pursue new routes to customers through Amazon Web Services. Will the Amazon move involve channel partners? Hmmm… The VAR Guy plans to ask Symantec’s Cochran.
Elsewhere, McAfee concedes it’s selling some managed services directly — though partners are involved in “most” McAfee managed services transactions.
Therein lies a clue to Doggett’s next move. Right now, Doggett says, Sophos has an “informal” partner approach for managed service providers. But it’s safe to expect Sophos to formalize its MSP partner efforts in the next few months, The VAR Guy believes.
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Tags: Channel Chief Chris Doggett | Data Loss Prevention | Endpoint Security | McAfee Managed Services | McAfee MX Logic | SOPHOS | Sophos Chris Doggett | Symantec CEO Enrique Salem | Symantec Channel Chief Randy Cochran
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Hey Var Guy how about some equal time for even smaller security innovators like Panda Security? Did you hear about their endpoint freeware deal with N-able? As an MSP I welcomed the news and so will my customers in January 2010.
MSP in Michigan
(Just call me Lewis)
Lewis@1: Can we stay on topic here?
VAR GUY: What certifications does Sophos require? We’re a 12 year old consulting firm serving small businesses in Baltimore. We’re generally happy with our Mcafee relationship but we could use a second option from time to time. But we’re not willing to take on a second security product line if it means we’re going to need to invest a ton of money in certification.
I recently became a Sophos partner and I am thoroughly impressed. They have a responsive team (1 day), a thorough training program, and a good deal of marketing material. There is a quality about the company, people and technology that makes me confident in my partnership with Sophos. I just completed their Trusted Sales Advisor program. I couldn’t stop studying, I soaked it all in. May be it’s the geek in me. =)
The VAR Guy apologizes for this group reply but he’s juggling tight deadlines this morning…
Lewis@1: Our resident blogger is familiar with the Panda/N-able deal. Check out the chatter on The VAR Guy’s sister site, MSPmentor.
Frankie@2: You can find Sophos partner program info here. If you’re looking for a more direct introduction just email The VAR Guy (TheVARguy [at] NineLivesMediaInc.com).
R. Anthony@3: The VAR Guy would like to hear more. Why did you complete the Trusted Sales Advisor program and how does it potentially benefit your company?
-TVG
VAR Guy – following on your lead with the group reply, I’d like to share a few quick thoughts. Thank you for your clear, concise and perceptive reporting on our part and for taking a different approach to channel content in general. TVG is a great resource for channel pros all around.
Frankie – it is great to hear your interest in our partner program. We do not charge our partners for certifications, and all of our online training (including what R. Anthony is referring to) is free. If you’d like to engage with us, the channel manager for your area is Walter Chapman and he can be contacted via email at walter.chapman (at) sophos.com. If you’re ready to enroll in our program, you can submit an application at https://partners.sophos.com
R. Anthony – thank you for the positive feedback. I’m glad to hear that we are achieving the vision that we aspire to – trusted partnerships and support that our partners find valuable. We look forward to working with you to build a strong, high value business.
- Chris Doggett
Being in sales for awhile now, and serving as a trainer and team lead, my experience has been the better training, the better sales person. I took the Sophos training to get more familiar with the products, and to my surprise, they included company history, and information about the security industry. The Trusted Sales Advisor certification is one of the higher levels of the program and is free to partners. You can learn more about detailed technical aspects which results in a higher and a more technological certification. I’m not sure if the engineering certs are free, I have to complete more courses to access them.
The main difference is the training was very easy to follow, find and complete. It wasn’t hidden layers upon layers of web pages or sub domains. And the courses themselves were done well and included notes for future reference.
The benefit is that I am now educated in the Sophos products, informed about the market, and have added a sales presentation with more substance. I believe it has made me a better sales rep for Sophos.
- RAS
R. Anthony@5: The VAR Guy thanks you for coming back to the conversation and offering up those additional thoughts. Please keep our resident blogger posted as you march forward with Sophos and your other technology partners. The VAR Guy would like to hear more.
-TVG
You’re welcome. Please email me if there is anything specific you are looking for. I am more than happy to share my experiences with the different partner programs.
- RAS
Chris@5: Thanks for jumping into the conversation. Sorry your comment was temporarily caught in our spam filter. Anything with a URL requires The VAR Guy’s team to give the link a quick check… No need to thank The VAR Guy for covering the channel in a slightly different way. Traditional is boring.
Best
-TVG
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If your site contains many useful information thanks for sharing
taking market risks means bearing every thing that goes with positive or negative effect such as how the market goes under pressure no one can predict. like how the McAfee and symantec are under pressure.