Qualitative Selection Of Partners

Security provider Websense is clear that is does not have a very broad
network of channel partners. But instead it would like to work with the
selective few solution providers it has in its network

Network security is a cause of concern for most organizations globally and
also in the country. What makes it more prominent is the constant change in the
security threat landscape, which sees new security attacks coming through from
various modes on a continuous pace.

As technologies become more sophisticated and complicated, enterprises are
realizing the need to deploy security technologies that will not only help them
in protecting themselves from various kinds of security threats-which are
constantly evolving. The other area that has them on their toes is that they
need to reduce the complexity of the solution which will make it easier to
manager and thereby scale down the operation costs.

This is why security vendors are realizing that they need to have a solution
which is a composite of hardware and software, rather than just having one
component. And they are increasingly trying to build in all the applications
into a single appliance. One such vendor is Websense.

Websense is a provider of security appliances, which are likely plug and play
devices. These devices can classify dynamic web content besides blocking
malicious threats and malware. It also leads to reduction in the overall
ownership of the product, while ensuring that the IT administrator can manage
and upgrade it on the fly.

Working with VADs

In India, Websense works with two value-added distributors (VADs)-Select
Technologies and Inflow Technologies-which the vendor considers as its extended
sales force rather than just logistics fulfillment agencies. Another reason why
it works with VADs is because the latter are solutions-oriented rather than
volume driven business houses.

To ensure that these VADs can create the right channel of partners to sell
its solutions, Websense empowers them with intensive training of the technical
aspects of its products.

Accordingly this also creates more opportunities for them to work with them
as they can contribute reasonable business which has depth and not merely
breadth. This is one of the reasons that Websense is not aligned with national
distributors. "These distributors are more interested in the kind of revenue
that they can generate through the brand they are selling rather than merely
evangelizing the technology at this stage," said Jyoti Prakash, Channel Manager-SAARC,
Websense.

Each of these VADs has at least one Websense certified engineer who will help
the customers in terms of conducting a proof of concept or designing the
solutions.

Since Websense has only two distributors it ensures that these engineers are
paid well so to keep their interest high in positioning the brand high.

Wider channel network

Besides the VADs, Websense has three tiers of channel partners-Platinum,
Gold and Silver. It deals proactively with the Platinum partners because they
have a larger footprint in the market and cater to a wider cross section of
clients because they largely have a national presence.

In order to educate its partners, Websense provides them with regular product
update which helps them to target the right customers. Every quarter, the
channel manager within Websense makes it a point to meet each partner to map
their business plans for the next three months and understand if they require
any changes in the channel strategy. This business planning is not only limited
to platinum partners but is extended to gold partners as well.

The biggest challenge Websense faces are shifting is gold partners to
platinum level every quarter. Doing this depends upon the kind of business the
gold partners generate and is not merely limited to their geographical reach.

"But sometimes it becomes difficult for silver partners to go to next level
because they are predominantly from the hardware background. It takes time in
terms of selling security products and create a requirement in the market,"
added Prakash.

Channel Tree

To help its partners get updated information Websense has a partner portal,
where a lot of technical collateral is made available. This portal can also be
used by partners to lock in any business leads. But the Websense team works
closely with the partner to qualify each lead registered and ensure that the
partner is working on closely on closing the deal successfully.

Within the corporate hierarchy, Websense has a Regional Director SAARC,
Surendra Singh.

The sales team comprises two people each in New Delhi, Mumbai, Bangalore and
Chennai with a sales and pre-sales team under them.

There is also a marketing manager, Manish Bansal, who concentrates on the
brand messaging and marketing activity. Prakash is responsible for all channel
engagements in the region. "We have a very flat structure and everyone reports
to Suri," said Prakash.

This is the same structure that Websense has tried to replicate for its
channel network as well. This is also the reason the company is very selective
in picking the right solution providers, who can add value to the business
rather than just bring in high revenues sporadically. This is because the
company believes that it is viable working with a few and getting better results
than adding several partners and confusing the channel dogma they have.

Minakshi Shetty

minakshis@cybermedia.co.in