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Channel Futures: SecureAuth Goes 100% Channel to Accelerate Growth

Dave Woodward

SecureAuth's goal is to make it easier for partners to do business with the company.

Author: Edward Gately

SecureAuth, the identity security company, is adopting a 100% channel strategy and initiating a 50% year-over-year growth target.

The company is focused on further enabling existing and new partnerships among VARs, distributors, system integrators (SIs) and technology partners. The SecureAuth Partner Program provides business benefits, incentives and resources for qualified partners to drive new opportunities while remaining as “trusted advisers” to their customers, the company said.

David Woodward, SecureAuth’s new senior vice president of worldwide sales and channel, tells us although the new strategy drives loyalty within the channel community, it’s “really about our customers.” “We know that the customer experience is better when we provide our products through a qualified partner,” he said. “Our partners can provide specialized services for the client that ensure the product is deployed properly and that the customer gets the most our of the platform.”

SecureAuth is enhancing resources and tools to further augment providers’ go-to-market strategies. This collaborative partner program helps expert partners sell and implement SecureAuth solutions, providing enterprises with the “most flexible and adaptable” identity and access management (IAM) solution available to prevent identity-related breaches, the company said.

“We are tweaking in a couple areas,” Woodward said. “We have reworked our certifications to provide a better enablement experience for our partners. This new training is self-paced and will be provided through our partner portal. The other area is really focused on partner opportunities to provide services for clients. We want our top-tier partners (called the Elite and Elite+ categories) to have professional services capabilities around our solution. We are also very excited to launch identity as a service (IDaaS) for our partners. This new platform allows partners to build a managed identity practice through their managed security service offerings.”

SecureAuth’s goal is to make it easier for partners to do business with the company, he said.

“I’ll be so bold as to say that we want to be the absolute easiest manufacturer/software publisher that our partners work with,” Woodward said. “Having extensive experience on the reseller side of the business, I can tell you it matters. Previously our partners had to go through manual processes to close deals and we want to make sure we’re offering a streamlined system to remove that friction. Our new automated partner portal takes a lot of the hassle out of the process for both the partners and us. We are doing the same for things like marketing events and other campaigns. While seemingly small, these changes make life easier for our partners and for us so we have more selling time.”

According to Zion Market Research, the global IAM market was approximately $10.1 billion in 2018 and is expected to reach nearly $23.4 billion by 2025, at a compound annual growth rate (CAGR) of slightly above 12.8%.

“Fishtech takes a holistic view to address our customers’ cybersecurity needs, and identity security is what connects the different security disciplines,” said Chuck Crawford, Fishtech Group‘s co-founder and chief strategy officer. “Identity is much more than just a username and password. Properly implemented, it finds behavior patterns and other attributes, enforces policies and reduces the likelihood of a data breach. SecureAuth provides the most flexible tools that complement our expertise and professional services to ensure control and governance of digital initiatives.”

This article originally appeared on Channel Futures

October 11, 2019