Forrester analyzed the earnings calls of the ten largest cybersecurity distributors by market cap and recognized key traits for expertise executives (Forrester shoppers can learn the report right here). Earnings calls present priceless perception into your distributors’ strategic efficiency — you want sturdy companions that aren’t solely financially resilient however have a transparent technique for a way their portfolio will take care of upcoming tech, financial, and risk challenges. The traits revealed on these calls present a few of your distributors’ gross sales techniques and negotiation methods, which you’ll be able to then use to your benefit within the procurement course of. Forrester recognized the next key traits within the newest spherical of earnings calls:
Managed companies achieve momentum for distributors, however advantages are doubtful. Distributors are more and more leaning on managed companies to spice up income, positioning them as a method so that you can save time and cut back useful resource pressure. For instance, CrowdStrike, Pattern Micro and Rapid7’s managed service companies all skilled double-digit progress. At first look, adopting managed safety companies can streamline your safety operations, however this isn’t a assure. Make sure that you outline your required outcomes earlier than signing as much as these seemingly engaging offers, and ask distributors to make clear the measurable advantages — resembling sooner incident response or extra correct risk detection — to see if these companies will combine along with your present methods and groups.
Market volatility might imply higher negotiating energy for tech execs. Even when distributors posted sturdy current earnings, inventory costs typically dipped resulting from uncertainty of their future outlook or resulting from weaker steering than analysts anticipated. Moreover, headcounts dropped in 2024 just for firms to reverse again to attracting expertise once more in 2025. Of their quest for progress in these risky situations, distributors are providing extra aggressive pricing or bundle offers to safe your dedication. Press distributors on actual ROI, somewhat than being tantalized by engaging reductions in contract proposals or renewals, and emphasize mutual flexibility and partnership by means of contract clauses. If the longer term is really unsure, you’ll need the choice to pivot if budgets, applied sciences, or threats change extra shortly than anticipated along with your cyber companions.
Platform and AI hype demand nearer scrutiny. Each vendor has now constructed or acquired an built-in platform and invested in an AI-driven technique. The file acquisition from Google taking up Wiz, for instance, showcases Google’s technique to purchase and combine somewhat than construct. These dynamics present aggressive stress on distributors, and for you, they make it tougher to find out hype from actuality. This not solely results in a full platform play being a key consideration for consumers but additionally places stress on opponents resembling Fortinet, Palo Alto Networks, and others. As a result of each vendor claims an built-in platform and AI-driven technique, it’s getting tougher and tougher to find out which emperors truly haven’t any garments. For distributors promising end-to-end protection by way of a single platform, confirm how seamlessly these instruments really combine or whether or not AI is genuinely enhancing capabilities by requesting proof of success out of your friends in environments just like yours. You need to keep away from by accident turning into the marquee shopper. Moreover, assess your focus threat of working with one vendor and diversify when you want to take action.
Forrester expertise govt or safety and threat shoppers who’ve questions on these earnings calls can attain out to to me by way of inquiry or steering session.
