In an effort to attract more partners and boost partner sales of its security information and event management (SIEM) appliances, information security threat management vendor NitroSecurity Inc. has recently revamped its NitroConnect Partner Program, increasing incentives for deal registration and adding a training and certification option.
Vendors realize this is a competitive environment, so they put these incentives in place. The question is: How well have they managed it? So far NitroSecurity has done a good job with it.
After a few years of fits and starts, experts predict the SIEM market in particular is poised for growth. According to a Frost & Sullivan report issued in March, the total worldwide market for SIEM products will generate $1.3 billion in revenue by 2015. Similarly, in a December 2010 market analysis report entitled Worldwide Security and Vulnerability Management 2010-2014 Forecast and 2009 Vendor Shares, research firm IDC forecast a compound annual growth rate (CAGR) of 21.9% for the SIEM market segment during the forecast period.
NitroSecurity partners have always been encouraged to find new sales opportunities for Nitro SIEM and to register the potential deals online via the NitroSecurity Partner Portal. With the revamped partner program, NitroSecurity will now pay an additional margin on registered deals that lead to completed sales.
Doug Bailey, executive vice president of business development for Portsmouth N.H.-based NitroSecurity, declined to state the exact margins, but noted the additional margin is “significant” for registered deals.
“The response to the financial award for registering has been overwhelming from the partner community. They support it,” Bailey said.
John Papaioannou, president and CEO of NitroSecurity channel partner Promenet Inc., said there is value in the new deal registration terms. Promenet, an IT consulting and network integration services provider headquartered in New York, would get extra points for registered deals under the new program.
“I think it’s a great program because it protects us and allows us to work with the customer as we are doing our consulting and assessment, prior to implementation,” Papaioannou said.
He noted that other vendors offer similar incentives for deal registration. “Vendors realize this is a competitive environment, so they put these incentives in place. The question is: How well have they managed it? So far NitroSecurity has done a good job with it.”
Training and certification
Additionally, NitroSecurity has initiated a two-day, on-site training program that leads to a Nitro certified systems engineer certification. There is no cost for partners to receive the training. Instead, NitroSecurity channel managers will offer the training to partners who have made a commitment to becoming skilled in SIEM solutions and to leading with NitroSecurity for all appropriate SIEM opportunities.
Previously, NitroSecurity classified its more than 60 partner organizations worldwide into three levels. The revised partner program sets two partners levels: Authorized Reseller or Strategic Solution Partner. Completing the training and certification program is a requirement for the Strategic Solution Partner level.
According to Jerry Skurla, executive vice president of marketing for NitroSecurity, the vendor’s strategy is to have fewer, more skilled partners rather than a larger number of resellers.
“Our customers are sophisticated and our partners must be sophisticated, too,” Skurla said. “We are not looking for partners who will simply carry NitroSecurity. We select partners who have the skills and will do the work, and we will reward them.”
NitroSecurity in the SIEM market
NitroSecurity was among the vendors positioned in the leaders’ quadrant of Gartner Inc.’s most recent Magic Quadrant for Security Information and Event Management, published in May. Other vendors in the leaders quadrant included HP/ArcSight (Hewlett-Packard Co. acquired ArcSight LLC in 2010), Q1 Labs, RSA (the security division of EMC Corp.), Symantec Corp., LogLogic Inc. and Novell Inc.
According to Skurla, NitroSecurity’s annual sales revenue has been growing at an average rate of 70% for the past three years. The company was founded in 1999.