Channel Marketer Report


Lacework Enhances Channel Program To Support Partners’ Go-To-Market Motions

Lacework, a data-driven security company for the cloud, has strengthened its investment in its growing channel ecosystem with an enhanced partner program. The Lacework Partner Program — formerly the Lacework Accelerate Partner Program — enables channel partners with dedicated technical enablement, joint marketing resources and a go-to-market framework across three new tiered program levels.

Lacework has also established a Partner Advisory Board to help ensure the company is meeting the strategic needs of its partners.

This flexible program lets partners choose the investment that works for their business and grow with Lacework over time. The Lacework Partner Program has been designed to “make it easier for partners to meet us where they’re at and grow their business alongside ours,” said Andy Byron, Lacework’s President.

To enable more effective marketing by partners, the company is providing a number of marketing resources, including eBooks, whitepapers, datasheets, solution briefs and more. Partners will be able to co-brand these materials where it makes sense using Lacework’s partner portal. “In addition, we’ve also put together detailed best practice guides that outline how to work with us on effective joint marketing initiatives,” Byron noted.

The Lacework Partner Program brings a formal MDF program to Lacework partners for the first time. “We’ve launched this MDF program with our partner portal to expand our ability to work with our partners and provide more visibility into what we’re doing together,” Byron explained. “Our MDF program is currently proposal-based where no partner receives a set amount of MDF per quarter or year. As the Lacework Partner Program matures over time, partners will see that shift.”

In addition to accessing the MDF management tool, the partner portal has a number of capabilities to support partner marketing activities, including enhanced deal registration for deal tracking, a full training module for both foundational information and technical enablement, and a full content repository with marketing tools, branding elements, and more.

“We’re investing in our partner ecosystem today because we know that Lacework cannot realize its full potential as the next great security company without the support of outstanding and diverse channel and technology partners,” said Byron. “The Lacework Partner Program was painstakingly designed to give these vital partners all the tools they need to be successful so together we can deliver customers the only data-driven cloud security platform designed specifically for the cloud.”