Unlocking Security Sales Success in the IT Channel
In this episode of Path to Growth, host Matt Yorke, CEO of The Channel Company, sits down with Danny Jenkins, co-founder and CEO of ThreatLocker, to discuss how cybersecurity vendors can drive meaningful business growth by empowering their partners. Together, they explore why simplicity is more important than ever in a noisy security landscape, how partner education has evolved into a core growth strategy, and why strong follow-up and communication skills are critical for technical leaders. This episode also examines the realities of AI in cybersecurity, cultural differences in partner enablement across global markets, and the principles behind building a product — and a company — designed for lasting success.
Here are some of the key topics Matt and Danny discussed in this episode:
* Cybersecurity Isn’t More Complex — It’s Just Noisier
* Threats remain fundamentally the same, but the explosion of tools and alerts creates confusion.
* The core principles—like reducing surface area and hardening systems—haven’t changed.
* Simplify the Message for Better Customer Buy-In
* Avoid buzzwords and fear-based selling; stick to consistent, relatable explanations.
* Clients don’t want hype — they want clarity, trust, and outcomes.
* Technical Teams Need Sales Support to Scale
* Engineers are great at solving problems but often struggle with follow-up and closing.
* Pairing sales professionals with engineers improves customer experience and deal flow.
* Global Differences Shape Enablement Strategies
* UK MSPs tend to underprice and undersell due to cultural norms around communication.
* U.S. partners are often more comfortable presenting and commanding higher pricing.
* AI in Security: Overhyped, but Useful
* AI is helpful for validating human decisions and improving workflows.
* It’s unreliable for making core security decisions due to high error margins.
* Attackers Are Using AI More Effectively Than Defenders
* AI helps attackers create stealthy, undetectable malware that mimics legitimate behavior.
* Defensive tools must rely on zero trust to manage risk when intent is unclear.
* Zero Trust as a Foundational Defense
* Whether it’s malware or backup software, untrusted apps should be blocked by default.
* Real-time detection and human oversight are still critical to threat response.
* Scaling Requires Two Things: Real Value and Awareness
* A product must solve a real problem and be part of a full, supported solution.
* Growth comes from making sure the market knows the product exists—education is key.
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