Cybersecurity is changing fast, and so is the way vendors and channel partners work together. As we move through 2025, I’ve been thinking a lot about the big shifts happening in our industry and how we at Sophos are evolving to help our partners succeed in the long haul.

The Ecosystem Revolution

The numbers speak for themselves: McKinsey expects business ecosystems to generate around $80 trillion a year by 2030 (about a third of the global economy). In cybersecurity, it’s even more clear-cut. Canalys says over 90% of solutions are sold through partners, and most MSPs are eyeing double-digit growth in managed security services this year alone.

This isn’t just a passing trend. It’s a real shift in how value gets built and delivered. The old vendor-partner model is evolving into something more connected and collaborative. We’re moving toward a true ecosystem, where success is shared and the lines between companies start to blur.

Facing Today’s Challenges Head-On

When I talk to partners around the world, the same challenges keep coming up — staying profitable while competing with low-cost providers, closing bigger deals, standing out in a noisy market, keeping growth going, and finding enough skilled cybersecurity talent. It’s tough to scale when the industry keeps moving so fast.

And vendors aren’t immune either. We’re all trying to cut through the noise, support partners at different stages, create consistent experiences across regions, and make the sales process easier. The truth is that all these challenges are connected. When vendor systems get too complex, partners slow down. When partners struggle to grow, vendors feel it too. That’s why we need to work together differently. We need more simplicity, better alignment, and a focus on shared success.

A New Philosophy for Partner Engagement

At Sophos, we’ve been asking ourselves a fundamental question: What if we built a partner program not around what works best for us, but around what creates the most value for our partners and their customers?

This question led us to reimagine our approach entirely. Today, I’m proud to share the philosophy behind our new Sophos Partner Program, built around three essential pillars: Build, Grow, and Retain.

Build: Creating Foundations for Success

Cybersecurity never stands still, and partners need flexible solutions to keep up. That’s where Sophos comes in — with an open platform that works with the tools partners already use. It helps protect existing customer investments while giving partners more ways to grow their services. And for those ready to simplify, we offer award-winning, threat-informed solutions that cover all the key areas of security.

Our recent integration with Secureworks’ Taegis platform makes that even stronger. Partners get access to powerful new capabilities, without the hassle of juggling multiple vendors. And to make onboarding easy, Taegis Enablement training is now available right in the Sophos Academy.

Grow: Flexible Models for Sustainable Profitability

Growth looks different for every partner. Business models, customers, and goals aren’t one-size-fits-all — so our new program is built with flexibility in mind.

MSPs can stick with pay-as-you-go or get extra perks through a monthly commitment with MSP Elevate. Resellers now have access to a refreshed tiered program, with new rewards waiting at the Titanium level. We’ve also updated financial incentives and made certification paths more flexible. This makes it easier to grow your business, boost profits, and build your team’s skills along the way.

Retain: The Foundation of Long-Term Success

Customer retention doesn’t always get the attention it deserves, but it’s a big deal. In today’s subscription-driven world, the first sale is just the start of the journey. That’s why we’re doubling down on partner and customer support — from success management and renewals to everyday care.

We’ve got your back with renewal incumbency protection, so the partners doing the work to build strong customer relationships can count on recurring revenue. And with new tools like in-product renewal reminders, better tech support, and license compliance checks, we’re making it even easier to keep customers happy and coming back.

Building a Simpler, Stronger Future — Together

The new Sophos Partner Program is built on one simple idea: when things are easier, success follows. By removing complexity and making it easier to work together, we’re helping you focus on your customers and grow your business in a challenging cybersecurity landscape. Here are a few key highlights of what’s new:

All-in-One Program

• Sell both Sophos and Secureworks Taegis solutions
• Access Taegis training through Sophos Academy
• Aligned certifications, incentives, and renewals

Built for Growth

• New Titanium tier with top rewards and enhanced technical support
• Enhanced Silver tier to help new partners ramp quickly
• Updated tiering structure and incentives
• Flexible learning paths with new badges and onboarding tracks

More Support

• Expanded Partner Care team and dedicated Customer Success managers
• Smarter renewals with automated alerts and in-product reminders

Simplified Tools

• Updated Portal with guided quoting, license and device tracking, and dashboards
• New co-brandable campaigns and an AI Sales Assistant to help you find what you need fast

We’re here to help you build a security business that really works — one that drives recurring revenue, builds strong customer relationships, and grows with you over time, with Sophos in your corner.

At the end of the day, it’s not just about having the best tech. The vendors who win are the ones who create real value with their partners. That’s the future we’re building at Sophos, and we’re excited to be building it with you.

For details, please download the Sophos Partner Program guide from the partner portal (login required) or watch this video.