Webinar: Unlocking Growth With OEM Partnerships In 2025

Unlocking Growth: How OEM Partnerships Drive Cybersecurity Revenue – Insights from Security Revenue LIVE

When it comes to scaling and differentiating cybersecurity businesses in today’s crowded market, most go-to-market leaders double down on direct sales, VAR channels, or strategic alliances. But as this episode revealed, OEM partnerships may be the hidden engine behind exponential growth and innovation.

In this deep-dive session, Michael Niswender (Enea AB) and Raja Chokalingam (Zimperium) unpack how the right OEM strategy can unlock entirely new revenue streams in cybersecurity.

Here are the biggest takeaways for cybersecurity founders, GTM leaders, and partnership professionals.

What Are OEM Partnerships—and Why They Matter in Cybersecurity

In cybersecurity, OEM partnerships allow one company’s technology to be embedded or integrated into another’s product—often as a white-labeled or “under-the-hood” solution.

Raja Chokalingam broke it down into two key models:

• Inbound OEM: Integrating another company’s tech to complete your offering.

• Outbound OEM: Supplying your product—like Zimperium’s mobile threat defense platform—to enhance a partner’s platform, such as endpoint management or unified threat protection.

Michael Niswender, who’s spent years selling OEM at the component level, explained it succinctly:

Think of OEM as providing the “engine” that powers another brand’s car.

“We build technology for deep packet inspection—built to be used within another product, not as a standalone.”

Why OEM Works: The Power of the Joint Value Proposition

The best OEM partnerships start with a clear “better together” story. Raja emphasized that joint value must extend to the end customer—not just the two companies involved.

Today’s CISOs face tool sprawl, alert fatigue, and constrained budgets. A joint OEM solution must deliver real outcomes: simplified operations, reduced noise, and seamless coverage across endpoints and devices.

Michael added that companies should identify the unique IP or core capability others need “under the hood.” OEMing that technology—like Webroot’s reputation database—can turn your product into an industry backbone, boosting reach and influence far beyond direct sales.

How OEM Differs from Traditional Channel and VAR Plays

OEM deals are far more technical and integrated than typical resale or alliance partnerships. Instead of co-marketing, you’re co-developing. Instead of channel enablement, you’re shaping each other’s roadmap.

Michael likened it to precision targeting:

“OEM is spearfishing—you’re looking for that one perfect target, not throwing out a net.”

Most OEM opportunities begin with product managers or engineering leaders who have the vision and authority to embed your tech. Raja underscored that GTM alignment must follow: enablement, co-marketing, shared messaging, and recurring joint business reviews.

OEM Is Harder to Land—but Worth It

Securing an OEM deal isn’t easy, especially for startups. Larger companies often default to “we can build that.” Michael advises an honest discussion:

“You may have the resources to build, but do you want to be in this business long-term?”

For early-stage players, flexibility is your edge. Be willing to adapt, listen, and co-develop. Landing even one major OEM deal can redefine your credibility, revenue base, and market position.

The key: treat the partnership like a product. Define expectations, track progress, and invest in continuous enablement across both engineering and GTM functions.

The Takeaway: OEM as a Long-Game Growth Engine

OEM isn’t the easy route—but for companies with differentiated technology, it’s often the most powerful lever for scale. It opens new markets, accelerates strategic partnerships, and can even pave the way for acquisition or category leadership.

As Raja and Michael both emphasized, success requires trust, alignment, and full-company commitment. But when done right, you’re not just selling a tool—you’re powering an ecosystem.

Resources & Community

Join our community for more insights and to connect with your cybersecurity GTM peers today: Cyber GTM Alliance

If you found this valuable, please share with your community.