Snyk offers a platform approach to developer-focused security. After several years of growth through acquisition and market demand, the company is refreshing its approach to channel partners. VP of Global Channel Cyndi Doyle shared more about the program with Channel Insider.
Snyk promises shift towards ‘long-term collaboration’ with its global partner base
Snyk has worked with partners for the past few years, but the recent program updates signal what Doyle describes as a recommitment to building long-term relationships.
The program is available to a variety of partner types, including system integrators, security consultants, VARs, cloud partners, and distributors. Snyk’s approach rewards partners in a multi-tier structure, with platinum and gold-level partners receiving exclusive benefits designed to “fuel growth, enhance profitability, and position them as leaders in the AI Security space.”
According to Snyk, those benefits include:
- Optimized return for sourced business: Snyk has refined its global resale discount structure to ensure that partners are directly rewarded for sourcing and closing deals involving Snyk’s AppSec platform, services, and renewals.
- Priority access to strategic engagements: Platinum and gold partners will be prioritized for select Snyk-sourced opportunities, positioning them for high-value engagements and expanded market presence.
- Dedicated regional partner management: Each platinum and gold partner will have a dedicated manager to provide tailored guidance, strategic alignment, and ongoing support.
- MDF for platinum partners: These funds will enable targeted campaigns, lead generation, and increased brand presence within the AI Security ecosystem, helping partners accelerate market penetration and drive revenue growth.
According to Doyle, all partners will benefit from new resources aimed at better meeting the needs of both the partner and the customer.
“We’ve spent a lot of time thinking about how we partner with our partners to drive customer success,” Doyle said. “All channel partners, at this point, act as consultants and advisors for their clients. We wanted to make the program more advantageous for our partners to access better enablement and technical training so they can see the opportunities we see for Snyk in the market.”
Why the time was right for Snyk to make the change
Doyle says the team has been working on these changes for the past few years, putting regional leaders in place, determining what channel partners need from Snyk to succeed, and building out enablement resources.
“We have really focused on building out a global channel organization,” Doyle said. “We have actually nearly doubled the team, added regional channel leaders who understand the needs of their markets, and enabled our channel partner managers to approach the full ecosystem.”
Along the way, the industry has changed significantly, and Snyk itself is a different iteration of a company that saw demand increase during COVID-19 when teams needed technology quickly. Over the past four years has Snyk has acquired 10 companies, built itself into what Doyle calls a “platform story,” and scaled beyond supporting individual developers on free licenses to also supporting large teams.
Beyond Snyk’s growth, the exponential increase in demand for AI-based solutions has significantly changed how developers work, and for Doyle, those workflow shifts are an opportunity for Snyk to keep teams secure.
“I almost think our collective industry is a little too late,” Doyle said. “We know developers are already using AI at scale, and coming out of RSA, this seems to be the conversation everyone wants to have. We want to ensure AI comes with the proper security guardrails in place, but right now, a lot of teams are using AI without the security component.”
Where Snyk wants to go next
With the demand for security at perhaps an all-time high, and a refreshed approach to scaling through channel partners, Doyle is gearing up for a future of growth. To get there, she says Snyk knows it will need partners who can bring Snyk to market with additional expertise and support.
“What I would like to see is our partners driving a really cohesive solution to their customers,” Doyle said. “I want to enable our partners to understand what they can take Snyk and do for clients with their additional services and offerings. We all want to help clients do more with less and become more efficient, and our partners are crucial to the success of our mutual customers.”
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