CYBER PATROL Security vocabulary partners need to know when engaging with customers Cybersecurity partners, similar to all channel firms, are moving away from product-based selling to consulting models built around services that aim to drive business outcomes. This shift calls for “a level of industry and business knowledge perhaps not historically required in the reseller channel,” according to CompTIA in its 2024 State of the Channel report. “If marketplaces own the initial product transaction, then channel firms need to reinvent their marketing, sales messaging and techniques to reflect their new value to customers: services, recurring management of technology, consulting and business advice,” CompTIA explained. “This requires new attention to sales and marketing expertise that might not map to what a channel firm has done in the past.” In CompTIA’s report, just four in 10 U.S. channel firms describe their company as “experts” in terms of general business acumen, while more than half said their business skills need work. But in addition to learning the “brass tacks” like financial forecasting and budgeting, partners also need to make sure they are up to speed with industry terms. Many partners, especially those who are new to cybersecurity, find it hard to keep up with the dizzying array of frameworks, strategies and solutions. You don’t need to have all the answers during a cybersecurity consultation. But it’s critical to have a working knowledge of basic technical terms to avoid getting caught off guard and build customer trust. To help, ChannelVision compiled insights from Kiteworks, CompTIA, Fortra and various industry professionals to uncover some of the most misunderstood data security terms, as well as must-know technologies that are generating heavy demand. Security Savvy 24 CHANNELVISION | SEPTEMBER - OCTOBER 2024
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