The Case for the Channel in an AI-Driven Security Market
Originally published by ChannelPro. There is an ongoing debate in the cybersecurity industry about whether vendors should go directly to customers or instead become a part of a wider partnership network. The standard argument is that consolidation of platforms and AI-driven cost-of-service delivery makes the traditional model of a channel ecosystem redundant. However, this is largely incorrect, at least when it comes to the SMB and mid-market segments where most UK businesses sit.