CHANNEL CHIEF
Partners that have a strong integration lab , PoC environment that can bring together multiple vendors and recreate a customer ’ s environment and showcase to them how integrated solutions can solve the complex problems they face , will bring the most value to enterprises , says JIM ORTBALS at BeyondTrust .
dDescribe your current job role and a summary of the channel business model of your organisation ? At BeyondTrust , Ortbals spearheads the global channel strategy and execution , emphasising market share growth through the company ’ s expanding global partner ecosystem . BeyondTrust is committed to advancing channel momentum by enhancing partner engagement , enablement , utilising intellectual property , and providing strategic and financial support to partners . These elements are integral to a worldclass channel framework and underscore BeyondTrust ’ s dedication to partner success .
What are your strengths and abilities that you bring to the above role ?
Ortbals considers the sum of his experiences , of over 25 + years working with every route-to-market available , as his greatest strength . Whether it is tying together Technology Alliance partners with integrators so they can deliver a comprehensive solution to customers , or developing a robust partners services framework so partners can deliver valueadded services as part of their integrated offering to customers , he has been fortunate to develop a lot of advanced solutions and programmes for the partner ecosystem .
Please describe the opportunities and challenges that exist for channel partners in your market ?
Cyber security is a very complex and broad challenge for companies today . The opportunity for the partner community is to bring together all the different vendor tools and solutions into an integrated reference architecture that all sizes of enterprises can put into play to secure their most value assets .
There is no single solution or single vendor that can offer everything and that is where the partner ecosystem can bring the most value – tying it all together . The challenge is for partners to invest in developing these reference architectures and how to deliver them to customers .
Which technologies and innovations can make a difference to the channel market dynamics in the near future ?
AI is the biggest opportunity and threat in the cyber market today . The speed of disruption and innovation is at a breakneck
AI is the biggest opportunity and threat in the cyber market today .
pace right now , and customers of all sizes are trying to figure out how to leverage it and protect against the threat of it .
Whether it is Generative AI and using it in the SOC to help with threat-detection , or Dark AI that is creating Zero-Hour malware threats , customers are trying
Jim Ortbals , Senior Vice President , Global Partner Ecosystems , BeyondTrust
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