EXCLUSIVE: Exabeam channel execs discuss how they’re a “channel-first” organisation

Craig Patterson and Sean Abbott speak exclusively to CRN over their channel plans and new technology.

For SIEM platform Exabeam is drilling down on its partner strategy, implementing new technologies and platforms to make sure that it is a channel-first organisation.

Speaking exclusively to CRN Australia, Craig Patterson, global channel chief at Exabeam explained that everything the cybersecurity company is doing is to align the channel.

An example of that is Exabeam has recently brought marketing and channel marketing together.

“We want to include partners in every single thing that we're doing. Every event that we have going, every trade show, we're going to be inviting our strategic partners to participate in those types of events,” he said.

“You always want to have partners included in that marketing strategy.”

Sean Abbott, senior director, channel sales and alliances APJ at the vendor has noticed a trend in the market with vendors switching from channel to direct, removing pipeline for partners and removing revenue streams from them.

He said partners want reassurance, and with Exabeam being 100 percent channel, Abbott said the company can support their partners.

Abbott added that this trend of removing channel strategies has been upsetting partners.

“It’s happening more and more, margins are getting squeezed. We’re giving that predictable margin back to the reseller. [And say] this is what you're going to earn,” he said.

The company also recently launched an AI-based platform Sherpa, designed for partners to ask questions about any Exabeam product.

Patterson told CRN Australia that it is a virtual channel account manager, but it will in no means replace their existing channel account managers.

"It is to augment them, to take care of a lot of that presales training and enablement, onboarding,” he explained.

Patterson noted that they want to start including more features around marketing.

“Some features that will be coming out soon, you can integrate with Sherpa, build campaigns, launch a securing, agentic AI campaign,” he said.

“It'll write all of your sequence, all your email campaigns, get all the messaging, integrate our ICP in there so I can get you targeted account lists along with your cadence.”

Patterson explained that Sherpa was designed to take care of all the noise.

“There's a lot of things going on in the partner community,” he said,

“The thesis was we want to give them additional resource that's always available.

“When you look at our company, we're constantly innovating. Every single quarter we're dropping new features with AI, enhancing our Nova platform, our API platform; it's so much for partners to remember.”

MSSP framework

The 100 percent channel cybersecurity platform also launched its new MSSP framework earlier this month.

The platform was built to help MSSPs scale efficiently while maintaining predictable margins and operational flexibility.

According to Abbott, “This framework removes the commercial and operational friction that has traditionally slowed down growth, particularly around licensing complexity and onboarding new customers.”

Abbott noted that one of the most important aspects of this launch is that it has been built in direct collaboration with their MSSP partners.

“This isn’t a top-down program, it’s a partner-driven evolution based on real-world feedback,” he said.

“For the ANZ market, where MSSPs play a critical role in helping organisations respond to an increasingly complex threat landscape, this framework provides a strong foundation to deliver modern, scalable security services.”

He added, “We see this as a long-term commitment to the MSSP community, and we’ll continue to evolve the program alongside our partners as their businesses grow and the market changes.”

Enabling partners

Looking at the market, Patterson said the smart companies have identified the path to scale is the channel.

“Looking at overall revenue results, pipeline trends, looking at enablement. Our thesis around enabled is partners that are enabled and certified are going to be more active, they're going to drive more pipelines,” he said,

“If we do it right, we'll start to convert at a higher rate.”

After merging with LogRhythm in 2024, the company refreshed its Apex partner program to reflect the new entity.

This new program focuses on enablement for partners, rather than incentives.

“We try to break down the traditional way of structuring a program. We flipped the script, and now it's about that enablement is the path forward,” he said.

“You want the highest profitability, go get your certification and that'll unlock those additional discounts.”