Web Filtering Vendor Takes Direct Approach To Channel

The new PartnerFocus channel program comes as 8e6 plans to triple its channel partner ranks. It includes benefits such as sales and technical training, free technical support and lead generation, the company said.

Paul Myer, president and COO of the Orange, Calif.-based company, said 8e6 has trained its territory sales force to work closely with the its channel of 25 VARs in order to close deals. "We work hand in hand with partners, giving them qualified leads and passing on renewals," he said.

Myer said 8e6 plans to add another 50 solution providers to its partner ranks, favoring those with deep technical expertise and market experience. "We've been selective about how many VARs we recruit and the quality of depth of knowledge they have," he said.

The company started up in 1995 using a direct-sales model. About four years ago, the vendor began handing direct account renewals to VARs in order to jumpstart channel relationships and grab a larger share of enterprise business, Myer said.

Since then, 8e6 has worked to leverage its direct sales background to improve the efficiency and coverage area of channel partners, Myer said. For example, 8e6 has a telemarketing unit that generates leads and passes them to its inside sales team, which hands qualified leads to channel partners and works with them to close deals, Myer said.

8e6 understands how to deliver the pricing and support VARs need to close deals, said Greg Hanchin, a principal at DirSec, a Denver-based partner. "With 8e6, we work with a channel manager who owns all the direct and indirect business, so we can get the deal wrapped up before the competition gets to us," said Hanchin, who been racking up 30 percent margins on 8e6 deals.

All of 8e6's new business — and 80 percent of its renewal business — is now going through the channel, said Myer. 8e6 will continue to transition its renewal business to partners in all regions where compatible security VARs can be found, he said.