DigiCert Partners Get New Unified Partner Program, New Channel Leader
DigiCert created this new channel leader role to beef up its channel business.
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Channel Futures: Why did you want to take this role with with DigiCert?
Stuart Schielack: I’ve been able to manage different leadership positions at Dell proper, so larger established programs, and then I also built it from scratch at Secureworks. So this is an opportunity to kind of come in between. I think DigiCert, where they’re at in their transformation, and I definitely want to say in security, is a hot topic. And where they’re going from a go-to-market (GTM) standpoint, I think the opportunity was right to really build out and amplify the channel program. And so it was a no-brainer once I really dug in to what their future transformation efforts look like.
CF: How will your previous experience with Dell and Secureworks come into play in this new role?
SS: I think it’s twofold: the ability to take my learnings from seeing what good looks like from an established program, as well as seeing some of the hurdles I faced in building out a program from the ground up. So from a programmatic structural standpoint, it’s that direction and then also key relationships I’ve built along the way with different channel partners. I also think where we’re at, we are looking at different levels along the journey to partner in. I’ve had exposure from traditional resellers, small mom-and-pop resellers all the way up up to the largest strategic alliance partners. So it’s that availability and exposure to seeing what good looks like and then also what bad looks like.
CF: What have you been up to since joining DigiCert?
SS: It’s fortunate I started the day of the new transformation of what DigiCert is doing as a company … combining two different sales organizations into one. The partner program kind of followed suit, but it was really taking a look at what we had in our line card. What type of partners we have that we’re focused in on. What partners we have that we’re currently selling to, and then what partners do we want to go reach out to. So it’s almost just taking a broad approach of what it looks like today and where do we need to get to. We have a lot of good partners that we’re working with from our legacy side when we’re really focusing on the certificate side and the certificate authority. But now we’re really transitioning and focusing on our solutions, and that opens up a whole new realm of partners, so identifying where it best suits. And then in addition, we’re also hiring quite a few people and we’re building out a channel team that has experience bringing in people that have relationships with key channel partners we’re looking for.
CF: Did this partner program overhaul start when you began your role with DigiCert?
SS: The combination of the new partner program is a direct reflection of how our sales organization changed from a transformation perspective. We had our legacy certificate business and we had a sales force along to that. And then we had a channel program aligned to that. Then we also had what we’re trying to get into, our solution selling. We had a sales team aligned to that and we had a partner program aligned to that. So prior to me getting here over the last year, they transformed everything. So they transformed the sales side into one and then they transformed the partner program into one. So when I stepped in day one was the first day of the new partner program, but it wasn’t baked. It wasn’t fully transformed. All we knew is it was one program. Now let’s go have the conversations with the partners. We’ve been talking to the partners over the past year. My team has been letting them know where we’re trying to get into the solutions and what our solutions are going to be. But we really haven’t expanded into the market or started recruiting additional partners until now.
CF: How is the unified partner program different from what was previously in place for partners?
SS: I think it opens up more. No matter what side you’re on now, you don’t have to have two different contracts with us. It’s one contract. It gives you availability to expand your portfolio. It also gives you more routes to revenue. You’ll hear me and my team constantly say the partners that we’re going to be bringing on and the current partners we have today can join DigiCert‘s journey wherever they want to come in. If it’s a reselling motion on certificates, do they want to cross-sell into our solutions? Do they want to start adding professional services? Do they want to eventually deliver managed services on our solution? So it really opens up more solutions, more paths to revenue. And then also the support level increases because you’re getting the support from both sides now. And it really just tells the complete story from end to end versus having to have two different programs in the past.
CF: Did partner input come into play when formulating this unified partner program, and if so, how?
SS: Over the last year when they were really building out the transformation from the sales side as well as the partner side, DigiCert looked at both customer feedback and partner feedback. So we took some of our key partners that we’ve been doing business with today and even historically, and really looked at how that would benefit them and would it change. And if I look at it, the feedback we got from the partners, there’s really no downside to it. They’re just getting more availability. Now some partners may say, “I am happy in my swim lane; this is what I’m going to GTM with, and this is what I’m comfortable with. And that’s fine. We need those partners. But it also gives us an ability to understand where to invest on other partners and where do we need to go to find the right partners. So yes, their input came into play when when this was being built out.
CF: Can you talk about some of the details of the new program and how partners will benefit from them?
SS: I think what it brings into play is the whole message of digital trust. A lot of people, even before I came here, didn’t know much about DigiCert. But I knew the backbone behind it. And I didn’t realize how big and expansive DigiCert was across the market and how many of the top companies around the world are using our solutions. And so I think from a partner standpoint, they understand one side of it, but to tell the true end-to-end security story, this fills a gap. Customers are asking about digital trust. They’re asking about IoT and they’re asking about artificial intelligence (AI). And a lot of people out there don’t really know how to connect those dots. I come from a security standpoint. I start at the endpoint, and managing the devices and managing the endpoint, not at that web layer, the network layer.
And with most of the partners I’m starting to talk to, that’s the same thing. They know endpoint security, but they know customers are starting to ask about some of the certificate layers, some of the IoT conversations, how we are managing all these devices when we wake up every morning. You probably hit 30 connected devices before you get to work. And so I think from a partner standpoint, giving them the ability to be able to drive and sell these solutions, as well as add on their services if they want, it’s a benefit for them.
CF: Will the new unified program make it easier for partners to work with DigiCert?
SS: Yes, because if you look at the majority of our business in the past from the certificate side, we weren’t driving a registration process because it was more certificate-based. Now with the new solutions, it’s more seat-based and everything is being driven through registration. And registration gives you protection. It gives you extra discounts and it gives you additional support. Now, when you get into the tiering, that’s when you start getting what level certificates or certifications you need to take, what level of enablement you need to take, and what level of support you get. So going forward, if you look at where our tierings break down as we’re still working through some of that, it gives the partners more flexibility as well in how much do they want to invest with us because they’ll get deeper discounts, etc.
CF: With the new unified partner program in mind, what can partners expect from DigiCert the remainder of 2023?
SS: You’re going to start seeing more and more of our name out there. You’re going to start seeing what the new DigiCert is and what that means from driving a partner standpoint. Our channel business is a smaller portion of the business today. However, knowing where we need to get to and what we want as a company to go drive solutions, selling through the channel is the reason they brought me in. They brought a channel lead in to build a true channel program out because they understand the need in the market to get scale is through the channel. So I think you’re going to start seeing more visibility. You’re going to start seeing more opportunity for partners to try different things with us.
For instance, our services capabilities piece, we’re just starting that. We’re bringing it to certain partners. We’re asking partners to come participate in different types of testing of how they can join us in our journey. So the opportunity that they’re going to see over the next year is really the more at bat they can get with us in regard to how they can partner with us along our journey. And then with that being said, we have a lot of the legacy customers that we used in our old solutions that we need those partners to help deepen those conversations. So it’s not just cold-calling to a customer. We already have relationships with the customers. So now, let’s connect the relationships the partners have at different layers, and let’s go in together and do a joint approach.
CF: With the new unified partner program in mind, what can partners expect from DigiCert the remainder of 2023?
SS: You’re going to start seeing more and more of our name out there. You’re going to start seeing what the new DigiCert is and what that means from driving a partner standpoint. Our channel business is a smaller portion of the business today. However, knowing where we need to get to and what we want as a company to go drive solutions, selling through the channel is the reason they brought me in. They brought a channel lead in to build a true channel program out because they understand the need in the market to get scale is through the channel. So I think you’re going to start seeing more visibility. You’re going to start seeing more opportunity for partners to try different things with us.
For instance, our services capabilities piece, we’re just starting that. We’re bringing it to certain partners. We’re asking partners to come participate in different types of testing of how they can join us in our journey. So the opportunity that they’re going to see over the next year is really the more at bat they can get with us in regard to how they can partner with us along our journey. And then with that being said, we have a lot of the legacy customers that we used in our old solutions that we need those partners to help deepen those conversations. So it’s not just cold-calling to a customer. We already have relationships with the customers. So now, let’s connect the relationships the partners have at different layers, and let’s go in together and do a joint approach.
DigiCert partners have a new, unified partner program and a new global channel leader previously with Secureworks and Dell Technologies.
Stuart Schielack is DigiCert’s global vice president of channels and alliances. DigiCert created the role to beef up its channel business.
Before joining DigiCert, Schielack was Secureworks‘ worldwide channel sales and strategy leader. And before that, he was regional sales director at Dell.
DigiCert’s Stuart Schielack
“Roughly 20% of DigiCert’s business today is channel,” he said. “In my conversations coming in, I definitely want it to be the majority. My personal goal is to get over 50% in the next few years. That’s what I’ve done historically. For the company to seek success is where we really need to get the channel more involved. And I think if you look at other channel companies out there, that’s really the goal.”
Here’s our list of channel people on the move in March. |
The new program includes new ways for all DigiCert partner types to engage with prospects and customers. That includes training, support and tools that simplify and streamline the delivery of digital trust. It also includes expanded professional services and integration revenue to partners.
Comprehensive solutions include certificate life-cycle management, connected device trust, software trust and content trust.
Benefits for DigiCert Partners
The new program offers DigiCert partners numerous benefits. It also provides extensive training in DigiCert University and support.
Key program elements include an expanded portfolio opportunity; new sell and refer motions; quick-start activation; comprehensive enablement support; and a feature-rich partner portal experience.
Application for the new program is available to partners upon contract renewal.
See our slideshow above for more from Schielack about what DigiCert partners can expect in the coming months.
Want to contact the author directly about this story? Have ideas for a follow-up article? Email Edward Gately or connect with him on LinkedIn. |
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