Swimlane Revamps Channel Partner Program for Long-Term Growth

An updated Swimlane channel partner program will help partners grow a profitable security orchestration, automation and response (SOAR) business.

The Insider channel program aims to generate long-term partner growth. It includes key strategies like competitive discounts, specializations for service delivery, managed services and more.

Earlier this month, Swimlane acquired Syncurity, an organization focused on security incident response and case management.

The Swimlane channel partner program targets VARs, distributors, SIs and SSIs.

Andy Duewel is Swimlane’s vice president of global channels. He said Swimlane’s previous program enabled grassroots expansion.

Swimlane’s Andy Duewel

“However, with recent overall company growth and channel investment, we needed to revamp the program to scale for growth,” he said. “We not only needed a new program to better align our partnerships and help us through the next phase of growth. We also needed a two-tier program to incentivize our partners to position Swimlane more. Our goal is to protect our partners through an appropriate deal registration structure as well as incumbency protection on renewals.”

The new Swimlane Immersion Program gives partners advanced training and certification to make them more knowledgeable.

“We sought advice and input from a few strategic partners,” Duewel said. “We wanted to fully understand what they value in a channel program. Our goal was to make the program simple to understand and easy to do business with, as well as offer structured sales and technical enablement while providing favorable margins for our partners.”

COVID-19 has driven a new way to do business remotely by doing more with less, he said.

“Swimlane is positioned favorably in the market today due to the fact we help our partners and customers be more efficient in the way they operate,” Duewel said.

“As one of Swimlane’s strategic partners, we’re thrilled they’re rolling out a new, formalized partner program,” said Chuck Crawford, Fishtech Group‘s co-founder and CCO. “By enhancing their offering while launching a new training and certification program, Swimlane is showing their commitment to the channel. And it’s exciting to see them grow and evolve as a leading SOAR company.”

Other Swimlane partners include Merlin, Optiv, Spectrami EU and SSS IT Security Specialists.