SOCRadar Expands Channel Focus with New VAR-First Partner Program

Cybersecurity vendor SOCRadar is aiming to boost the profits and competitiveness of its value-added resellers (VARs) through the launch of a new, targeted “partner-first” VAR channel program.

The new program includes broader sales incentives, expanded sales training and support, and enhanced technical assistance, all designed to help VARs grow their business and revenue with SOCRadar’s products and services.

Brian Costello, vice president of global partnerships at SOCRadar, told ChannelE2E that the updated VAR program is the result of feedback from existing VARs who asked for changes to help them gain more market traction and increase sales aligned with their go-to-market strategies. Partners also requested best practices to help expand their businesses, he said.

“The previous VAR program was an older-style model that primarily rewarded partners as they reached revenue milestones,” said Costello. “The new program consolidates tiers and incentivizes partners who commit to a sales plan with higher discounts. It also offers incumbency protection and focuses more on sales strategies and integrations rather than technical proficiency in SOCRadar’s platform.”

In the past, SOCRadar worked with VARs, but its primary go-to-market focus was on managed service providers (MSPs) and other service partners, rather than resellers, Costello added.

“This is a more customized approach to the current reseller market, which is flooded with technologies that make it difficult for partners to become experts in everything in their portfolio,” he said.

Under the new VAR partner program, it will be easier for VARs to work alongside SOCRadar, according to Costello.

“It will allow VARs who understand their customers’ technical and business environments to more efficiently assess SOCRadar’s fit and quickly qualify or disqualify opportunities,” he said. “The new VAR program allows us to leverage use cases proven through our service partners and bring them directly to end customers through the VAR channel. It opens a new path to bring our full services and platform to market.”

What the New SOCRadar VAR Partner Program offers

Under the new program, SOCRadar is offering partners expanded discounts and rewards, along with broader sales and technical support as they increase sales of the company’s cybersecurity products and services.

Partners will also receive stronger margins, deal registration protection, and incumbency guarantees to help maintain relationships with existing customers.

In addition, SOCRadar said VARs will gain access to new sales materials, including use cases, proof-of-value resources, references, qualifying questions, and buyer personas to help accelerate sales cycles. Technical support will include guidance on mapping SOCRadar’s products to customer environments.

The company will also provide marketing funding and coordination to help VARs generate new opportunities and strengthen collaboration with SOCRadar’s internal teams.

SOCRadar offers an extended threat intelligence platform that uses AI and machine learning to enhance threat detection and deliver actionable intelligence. Its platform includes external attack surface management, brand protection, dark web monitoring, supply chain threat intelligence, and related services.