Why Auguria is Betting Big on Channel to Scale Security

Auguria is a fairly new vendor focused on using technology to cut through the noise created by data and bring security risks to the attention of experts faster. The company went all-in on the channel from its inception, and co-founder and CEO Keith Palumbo sat down with Channel Insider to explain why.

Leveraging the channel as a force multiplier in sales and innovation

Palumbo says his company is all-in on the channel and has been since its inception, though 2025 will mark the first year of full sales availability.

“We’re at this point now where we can fully engage with the channel and we’re ready to sell,” Palumbo said.

To do that, Palumbo and his team are targeting channel partners of all sizes, leveraging previous relationships while hoping to build new ones.

“The big regional and national players, they have labs and resourcing to test out our tech, realize it works, and then take it to their customers and say, ‘trust us, this is good technology and it will help you,’ and that widens our base.”

“On the smaller scale, when we find those smaller mom and pops, we figure if we get them a few deals to get started so they can grow, and we grow with them, then that’s a win for everyone.”

Palumbo’s dedication to channel partners as a growth lever stems from his firsthand experience of the channel’s power following the acquisition of Cylance several years ago.

As he says, the true opportunity in the channel is trust and delivery between partners and their clients. These clients often have deep relationships built on mutual success and understanding.

“I didn’t fully understand the channel until then, but I learned its power, not just in terms of getting deals done, but also the ability to take a message and push it out naturally with such scale,” Palumbo said.

Auguria addresses security event data across an organization’s existing stack

Auguria’s platform is built with what the company calls its “Security Knowledge Layer,” a proprietary technology built with machine learning and AI-driven capabilities to automate and address various security event data analysis processes.

Palumbo says he and his co-founder Chris Coulter set out to address a few pain points, including:

• Security data overload that SOC teams and SIEM processes must deal with now since the onset of EDR tools and approaches to incidents
• Security expert burnout and time spent on addressing the volume noted above

To do this, Auguria automates the intake and analysis of security event data from various tools and technologies to discard the noise and bring to human analysts only the most pressing concerns. 

The company also recently announced new functionality to support Splunk workloads. Palumbo says this integration approach comes from knowing that customers need tools that work with each other, not a reason to rip and replace entire tech stacks.

“Nobody wants to start from scratch with this stuff, and we know that, and we want to enable businesses to move data securely in the most efficient way.”

Palumbo says the Auguria team plans to spend the year getting in front of as many partners as possible to drive the value of its platform to more organizations nationwide.

Security continues to dominate channel conversations this year. Catch up on the latest news and tech analysis to prepare your clients for the changing landscape.