Arctic Wolf Goes All In on Channel

Arctic Wolf Networks has switched to a 100% channel strategy to provide its entire portfolio of services and products only through its U.S. and Canadian channel partners.

The SOC-as-a-service company has invested in growing its channel team to support partners. It also has developed a new partner portal, providing go-to-market demand support and on-demand training, creating a distribution offering, and formalizing deal registration and opportunity management.

Arctic Wolf’s Will Briggs

Will Briggs, Arctic Wolf‘s director of channel sales, tells us his company previously had a “channel first” strategy, and this announcement “moves us to 100% channel to accelerate Arctic Wolf’s business and strengthen our commitment to our partner community.”

“Looking at the business and talking to our partner community, we saw that going 100% channel would help us grow faster,” he said. “Partners told us loud and clear that it would be advantageous to both the partner community and Arctic Wolf.”

The move enables Arctic Wolf partners to grow their security practices and “answer the customer’s question, ‘Am I safe?,'” Briggs said.

“The partnership with Arctic Wolf enables channel partners to provide associated services (penetration testing and so on) and uncover additional opportunities as the channel and Arctic Wolf help customers uncover security weaknesses,” he said. “This move reassures our partner community that the managed detection and response (MDR) opportunities and managed risk (vulnerability assessment) market is hot and only continues to grow exponentially.”

For a lot of Arctic Wolf partners, this is a net-new revenue stream, and it opens the door to additional security products and services, Briggs said.

“Our partner community is actively acquiring new customers and new spend by engaging with Arctic Wolf,” he said.

Arctic Wolf has about 800 customers and 300 active partners. It offers CyberSOC for cybersecurity managed detection and response.

Nick Schneider, Arctic Wolf’s chief revenue officer, said the move will allow partners to “become a true extension of our team and our team an extension of theirs.”