Channel & MSP Strategy in 2025: What’s Driving Growth, Pipeline & Retention

The Security Revenue Live Show by the Cyber GTM Alliance brought together top channel and partnership leaders for a candid conversation on how cybersecurity vendors can scale smarter through MSPs and MSSPs. Hosted by Taylor Wells, the panel featured Jabari Norton (Edge Delta) and Aaron Peterik (Zero Networks).

In a market where buyers increasingly rely on trusted providers, what separates channel programs that thrive from those that stall? According to this panel, intentional partnerships, deeper integration, consistent enablement, and a relentless focus on partner value.

Here are the key takeaways and tactical strategies you can put into play.

Why Channel Partnerships Matter More Than Ever

Partnerships have become a critical growth lever in an increasingly noisy cybersecurity market. With thousands of solutions competing for attention, CISOs and security teams rely on trusted partners to cut through the noise and deliver best-of-breed solutions.

As Jabari Norton put it, channel programs are no longer “nice-to-have”—they’re essential for vendors that want to scale, especially in mid-market and SMB segments.

Aaron Peterik echoed the point:

“Simply put, you just can't reach the mid-market and SMB types of customers without strong channel partnerships. It's just really hard to reach those.”

Standing Out in a Crowded Vendor Ecosystem

The channel is competitive on both sides. Vendors fight to get noticed among 6,500+ competitors, while MSPs are overwhelmed with daily pitches.

So what makes a partnership valuable? The panel agreed: it’s all about integration and enablement—not just adding another tool to the stack. Successful vendors:

• Plug into the MSP’s existing go-to-market motion

• Provide white-label training and collateral to help MSPs shine as trusted advisors

• Avoid creating entirely new, heavy sales motions

As Jabari explained:

“The fastest way to accelerate growth is understanding their existing products and ICP. Then ask—how do we add more wind to their sails?”

Partnerships Require Intentionality—and the Right Fit

Strong MSPs and vendors approach the partnership deliberately, not as an afterthought. The most effective MSPs typically:

• Focus heavily on growth and ongoing education

• Act as trusted advisors, not just resellers

• Serve a specific target market or vertical

• Adopt new tools only if they clearly enhance customer value

If your solution doesn’t improve their current business or integrate seamlessly, traction will be hard to win.

Go-To-Market Success: Co-Marketing, Education & Consistency

Once the right partners are identified, success comes from helping them sell more:

• Co-marketing & events: Joint webinars, local roundtables, and campaigns that educate customers and generate pipeline.

• Consistent, value-driven enablement: Share insights, updates, and competitive proof points—not just “check-ins.”

• Education & visibility: Certifications, social proof (badges, LinkedIn posts), and enablement content that positions MSP teams as thought leaders.

  Aaron summarized it well:

“If I can make a partner’s AE or CAM sound sharper on a sales call—make them look smart—I’ll earn a higher spot in their stack.”

Long-Term ROI: Sell While You Sleep

Channel programs don’t deliver overnight wins. They require patience, clear KPIs, and internal buy-in. One critical metric: customers per partner, which reveals true adoption and long-term potential.

As Jabari put it:

“By leveraging MSPs, it allows you to sell while you sleep.”

With AI and even quantum computing reshaping the market, deep, intentional partnerships—not surface-level alliances—will determine who scales sustainably.

Final Takeaway

In cybersecurity GTM, the lesson is clear: value-driven MSP and channel partnerships are foundational for growth.

Understand your partners, integrate deeply, and focus on making every interaction valuable. Do that, and your channel will sell for you—even when you’re not in the room.

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