During the past 25 years I’ve had a unique career path. Many of my contemporaries took a direct, ‘specialized’ route from their early careers, whether focused on engineering, sales, operations, service delivery … well, you get it. Many went on to successful careers where they’re recognized and respected leaders. I applaud them, and at times have envied them. I’ve always had a bit of ‘an itch’, that I want to have my hands on lots of different aspects of the business and I’ve looked for opportunities to ‘take on something new’. Those challenges are what get me up in the morning. Thomas Jefferson once said, “If you want something you’ve never had, you must be willing to do something you’ve never done”. I’m a fan of that line of thinking.

What I’ve found is that the one constant, no matter where you live in the organization, is the need for partnership. I don’t simply mean internal collaboration, that’s table stakes. I mean, in cybersecurity, success is generally determined by your commitment to industry partnership to build not only your customer base, but also your brand, reputation, and visibility to the world. Those who know me best will tell you that I live by the creed that ‘while you can grow direct, you can only scale through the channel’.

In today’s cybersecurity landscape, partnership is not optional—it’s fundamental to scaling businesses, especially for innovative AI-driven security companies like Simbian. As a leader in AI-powered security automation, we’ve embraced a partner-first go-to-market (GTM) strategy, making channels and alliances the backbone of our growth and expansion efforts.

Why Channels Matter for Simbian ?

Partner First GTM Commitment — A screenshot of GTM Diagram

Simbian made the decision, from day 1, to operate entirely through its partners. All Simbian’s AI-driven security solutions are sold ‘to, through, or with’ Value-Added Resellers (VARs), Managed Security Service Providers (MSSPs), Managed Detection and Response (MDR) providers, or System Integrators (SIs). This model enables Simbian to expand its market reach while ensuring its customers receive specialized and localized expertise through their trusted security providers.

The benefits of this channel-driven approach for Simbian include:

Faster Market Penetration

By working with established partners, Simbian will tap into new regions and verticals more quickly than it could alone.

Greater Customer Trust and Support

Customers prefer working with companies where trust relationships already exist. Through partnerships, Simbian integrates seamlessly into existing security infrastructures, reducing friction for adoption.

Strategic Alliances Driving Growth

Simbian is not ONLY selling through channels. We’re actively building alliances with technology and security leaders to ensure its AI-driven solutions fit into a larger security ecosystem. Simbian is focusing on alliances that maximize AI’s impact on cybersecurity. Some of the advantages for us include:

Access to Complementary Technologies

Security is not a one-size-fits-all industry. By integrating with leading security providers and platforms, Simbian ensures its AI Security Copilot and other AI-driven solutions can work seamlessly within existing security stacks.

Accelerating AI Adoption in Cybersecurity

Embedding the power of Simbian AI in those complementary technologies’ benefits everyone in the supply chain, from those alliance partners to service providers, and finally the end customer who receives the value of partnership.

Driving Innovation Through Collaboration

Simbian’s partner-first model isn’t just about sales—it’s about co-developing solutions that address real-world security challenges. By collaborating with top-tier partners, Simbian refines and expands its AI-driven security capabilities to stay ahead of emerging threats.

The Future of Simbian’s Channel and Alliance Strategy – Why partner with us?

Our mission is to make AI the cornerstone of modern cybersecurity. To do this, we’re actively working on expanding channel partnership and deepening technical alliances to Enhance Partner Capabilities, making AI-powered SOC automation, Threat Hunting, GRC, and much more, accessible and effective.

Going on this journey together means that Simbian is making a commitment to enable partner success. I believe that innovation comes through experimentation; finding unique approaches to create win-win scenarios. That said, it rests on a foundation that is based on some pretty simple principals:

Provide generous margins and incentives

Nothing happens unless it’s profitable. You get it, we get it.

Be Easy to work with

Easy to understand and quote pricing, availability to work together during the sales cycle, and responding quickly when needed are all non-negotiable. Simbian’s partners are customers in our model, and every customer deserves our attention and our very best.

Understand that enablement is not a one and done

Partner first means we owe you every advantage. This means that training, product access, and direct work with presales, sales, marketing, etc. are ongoing and evolving. If our partners need something that doesn’t exist, it will get prioritized. If we need to step in more directly until you have what you need to drive success that consider us members of your team.

Listen and respond to your needs as a partner

Agentic AI is moving at a blistering pace. Simbian partners will be eyes and ears, feeding us input that keeps the customer from and center. In a partner first model we believe that it’s necessary to prioritize partner requirements. A common adage is that ‘the whole is greater than the sum of its parts’. Simbian’s commitment is to live by this with you.

Over the coming weeks, as we launch our partner program and put words into action, we’re going to make mistakes. We’ll stretch ourselves too thin, and get triple booked, and have to apologize. What we won’t do is stop until every partner opportunity has the tools, support, and attention it needs. As AI continues to reshape the cybersecurity landscape, our partner-driven model is positioning the company as a go-to AI agent technology platform for security providers and customers worldwide. With this commitment to partnerships, Simbian is not just growing—it’s setting a new standard for AI-driven cybersecurity solutions.

At Simbian, we proudly call ourselves misfits because it’s the misfits who dream big and change the world.

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The Critical Role of Channels and Alliances - Simbian’s commitment to our GTM strategy

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