Agustin Mella, General Manager for Latin America at Acronis, discusses the rapid growth of the cybersecurity market in Latin America and describes how his company works with channel partners.
What does your position entail?
As the General Manager for Latin America at Acronis, my role encompasses overseeing all aspects of the company’s operations and strategies within the region. With the cybersecurity market growing rapidly in Latin America, we’re witnessing a 63% overall market growth, with Brazil experiencing a 67% increase in business. Looking ahead, we anticipate a further 54% market growth next year. My responsibilities include aligning our objectives with this growth trajectory, developing business plans, managing key accounts and partnerships, and representing Acronis in industry forums and events globally.
Can you explain how your company works with channel partners?
Acronis operates primarily through an indirect channel model, collaborating closely with distributors and service providers to deliver cybersecurity solutions to end-users across Latin America and all around the globe. Our 1,800-plus partners play a crucial role in reaching a diverse range of customers, from small businesses to large enterprises, by leveraging their local expertise and networks. We provide comprehensive support to our partners, including training, marketing resources and technical assistance, to ensure the successful implementation and on-going management of Acronis solutions.
What is your management philosophy?
My management philosophy is centered around fostering a culture of empowerment, collaboration and continuous improvement within my team. I believe in providing clear direction and goals, while also granting autonomy and accountability to individuals to make decisions and take ownership of their responsibilities. Communication and transparency are fundamental principles, as I strive to maintain open dialogue and feedback channels to address challenges, celebrate successes and drive innovation. Ultimately, I aim to lead by example, inspiring my team to achieve their full potential and contribute to the collective success of Acronis in Latin America.
Do you work differently with channel partners in Latin America compared to other regions?
While our core business model remains consistent globally, I recognize the importance of adapting our approach to align with the unique cultural and market dynamics of Latin America. In this region, building strong personal relationships and fostering trust are paramount in our partnerships. We strongly emphasize understanding the local market nuances, addressing specific customer needs and providing tailored support to our partners to ensure mutual success. Additionally, we prioritize localization efforts in marketing, sales and support initiatives to resonate effectively with Latin American audiences.
How do your partners deliver Acronis solutions to end-users?
Our partners leverage Acronis’ comprehensive suite of cybersecurity solutions to deliver robust protection to end-users across Latin America. Through our unified platform, partners can easily deploy, manage and monitor a range of security offerings, including backup, disaster recovery, endpoint protection and more. This streamlined approach enables partners to provide seamless and efficient cybersecurity solutions to their customers with minimal overhead and complexity. Additionally, we offer extensive training, resources, and support to empower our partners in effectively positioning and implementing Acronis solutions to meet the diverse needs of end-users.
How do you ensure channel partners flourish in a highly competitive market?
To ensure the success of our channel partners in the competitive cybersecurity market, we focus on three key pillars: product excellence, a robust business model and strategic management. Firstly, we continuously innovate and enhance our product portfolio to deliver cutting-edge solutions that address evolving cybersecurity threats and challenges. Secondly, we offer a compelling business model that provides partners with competitive pricing, incentives and support programs to drive profitability and growth. Lastly, we provide strategic guidance and support to our partners, including market insights, sales enablement, and joint marketing initiatives, to help them capitalize on emerging opportunities and navigate the competitive landscape effectively.
What are the latest trends you see emerging across the channel?
Across the channel, we are witnessing a growing emphasis on cybersecurity as a top priority for organizations globally, driven by an increase in sophisticated cyberthreats and regulatory requirements. In Latin America specifically, we observe heightened awareness and investment in cybersecurity solutions, particularly in response to rising incidents of cyberattacks and data breaches. Additionally, there is a growing recognition of the importance of holistic cybersecurity strategies that encompass data protection, threat detection and incident response capabilities. Furthermore, advancements in Artificial Intelligence and Machine Learning are playing an increasingly significant role in both cyberattacks and defense mechanisms, underscoring the need for adaptive and intelligent cybersecurity solutions.
Which regions do you see offering the most opportunities for your company?
While Acronis operates globally, we recognize specific regions within Latin America as key areas of opportunity for our company’s growth and expansion. Brazil, Mexico and Colombia stand out as priority markets due to their large population, expanding digital infrastructure and heightened cybersecurity risks. These countries present significant opportunities for Acronis to address the growing demand for comprehensive cybersecurity solutions and establish strategic partnerships with local organizations and service providers. Additionally, we are actively investing in expanding our presence in these regions through initiatives such as the launch of new data centers and targeted marketing campaigns to capitalize on emerging opportunities and drive long-term growth in Latin America.