Pedro Bellucci, Channel Sales Manager at Hillstone Brazil, tells us how the company approaches upskilling channel partners, discusses their role in Latin America and explains how he sees their role evolving.
Can you give us an overview of your company’s current focus in the Latin American IT landscape?
Hillstone is a global AI-based cybersecurity player that has been developing its market in Latin America for over five years, primarily focusing on Brazil. It’s a vast country with numerous business opportunities across various verticals. Our consistent portfolio and ecosystem provide the necessary traction for increasing our revenue year over year.
Our strategy has evolved significantly during this time. We’ve developed more tools and resources for our partners, implemented more advanced cybersecurity solutions – including AI platforms for NDR (Network Detection and Response) and XDR (Extended Detection and Response). For the few last years we gained traction in various segments, such as finance, to name just one. Another vertical where we have been expanding our presence is telecom.
How do you see the role of channel partners in Latin America evolving in the next few years?
Channel partners are extremely important for market penetration and, additionally, in their skills to deliver productive capacity to LATAM CIOs and CISOs. This refers to the need for skilled and well-trained individuals to implement and sustain a variety of cybersecurity products and solutions available in the market. In the coming years, we expect the role of these partners to expand even further, especially as companies become more aware of the importance of cybersecurity in their daily operations.
As technology advances and cyberthreats become more sophisticated, channel partners will need to adapt and offer more innovative and tailored solutions. This means that technical knowledge and the ability to implement solutions effectively will become even more critical. Moreover, with the on-going growth of Digital Transformation, many companies are migrating to cloud-based environments, requiring channel partners to have expertise in managing and securing data in extremely distributed and complex clouds.
The channel chain will always be a strategic point for brand growth in Brazil and worldwide. The partners that stand out will be those who not only sell products but also provide on-going consulting and support to their clients. Building strong relationships and having a deep understanding of customer needs will be crucial for success in this new era. It’s worthwhile mentioning the value that partners with knowledge over specific verticals can provide to their customers.
In all cases, investing in the development and upskilling of these partners are critical to ensure a robust and effective network that can tackle the future challenges of the cybersecurity market.
What strategies are you employing to maintain a competitive edge in the Latin American market?
We are focused on three main pillars: strategic partnerships, continuous training for our channel partners and innovative solutions.
First, we work closely with our partners to understand the challenges and opportunities of each market. It’s not a one-size-fits-all model; we customise support based on regional needs.
Second, we invest heavily in training and capacity building for our partners. We want them to not only know our products but also understand how to solve real customer challenges. This builds trust and strengthens long term relationships.
Lastly, we are always evolving our portfolio of solutions. With the rise of cyberthreats in the region, solutions like our XDR and NDR have become essential for more proactive and intelligent security. Innovation is key to staying ahead in the ultracompetitive cybersecurity arena.
What opportunities do you foresee in the IT industry, particularly concerning channel partnerships in Latin America?
In the realm of cybersecurity, we’re seeing Latin American companies becoming more aware of threats and looking for more robust solutions. This creates a great opportunity for partners who can offer not just products but also local expertise in implementation and support.
Plus, with the continuous growth of cloud solutions, companies are increasingly migrating its applications to the cloud. Channel partners have the chance to help their clients implement, manage and optimise these new environments, ensuring the security of their data.
In Hillstone’s channel program, we’ve got room and growth actions for both newcomers and incumbents. For the newcomers, we provide intense support and comprehensive training, including modules on our solutions and best market practices. The idea is to help them transition smoothly and quickly, allowing these new partners to establish themselves and become competitive in no time. We also promote marketing initiatives and business development efforts to help them win their first clients and build a solid foundation.
On the other hand, incumbents have the advantage of already having a presence in the market and a deeper understanding of their clients’ needs. For these partners, we offer the chance to expand their portfolio with innovative solutions like NDR and XDR, which are becoming essential for cybersecurity. Plus, we provide financial incentives and on-going support, enabling them to explore new verticals and markets, thus boosting their competitiveness and ability to serve a broader client base.
Many partners are, also, moving towards the MSSP path. Their offerings are based on a layer of services that sustain the digital environment of the customer. In my point of view, this is a natural evolution of cybersecurity solutions.
But we also remain strongly focused on licensing and equipment sales. We are flexible, addressing the needs and business models of all kinds of partners, delivering the best technology and knowledge regardless of the path they choose to adopt.
Those different partner´s profiles play a crucial role in our growth strategy and mutual success. We believe that by supporting our channel, we can build a diverse and strong partner network capable of tackling the challenges of the cybersecurity market in Latin America.
How does your company approach training and upskilling channel partners?
At Hillstone, we take a dynamic approach to training our channel partners, focusing on two main pillars. First, we conduct regular training sessions that cover both technical aspects and commercial strategies, available in both in-person and online formats. Our goal is to ensure that partners not only understand the details of our products but also know how to strategically position them in the market. We’re particularly excited about our AI-based solutions like XDR, which have generated significant interest among partners and their clients, offering an innovative and proactive approach to cybersecurity.
Additionally, we provide practical labs and simulation environments where partners can gain hands-on experience. Our ‘hands-on’ training events, which include demonstrations and simulations, are held regularly across various regions of the country. Recently, we organised one of these events where participants interacted with our XDR platform in a controlled environment. In this setting, they learned how to configure the solution optimally and create hypothetical environments that reflect actual market challenges. This practical approach not only boosts partners’ confidence but also equips them with the necessary skills to implement our solutions in real-world contexts.
We are committed to transforming our partners into trusted consultants of their customers, not just sellers. The better prepared they are, the better they can serve their clients. We actively seek feedback from our partners to refine our training programs and ensure they remain relevant in the fast-paced tech landscape. Our commitment to continuous learning means we are always ready to support our partners on their journey, helping them thrive in the ever-evolving world of cybersecurity.
What benefits can channel partners expect when working with your organization?
We offer a robust portfolio of cybersecurity solutions, ranging from NGFW to advanced solutions like NDR and XDR, which are highly demanded in the market. This enables partners to have cutting-edge products to solve critical security challenges for their clients.
Support is one of our biggest differentiators. Partners receive specialised technical support and direct access to our team, from pre-sales to post-implementation. We’re with them every step of the way.
Additionally, we offer attractive financial incentives, such as rebates, Market Development Funds (MDF) programs, and profitable margins, making the partnership not only technically advantageous but also financially rewarding.
What advice would you give to companies looking to become a channel partner with your organization?
For companies considering becoming channel partners with Hillstone, I’d say that success in this partnership starts with a genuine commitment to cybersecurity best practices and the willingness to dive deep into our solutions.
It’s crucial to understand that working with Hillstone is not just a sales opportunity; it’s a chance to become a trusted consultant for your clients. Invest time in learning about our solutions, especially the more advanced ones, and how they can address specific market challenges.
Take advantage of the training and resources we offer. The more prepared you are, the more value you can add to your clients, which, in turn, will lead to more business opportunities.
In short: Seek knowledge, build relationships, empower your team, and stay agile. Partnering with Hillstone can be a great opportunity, but it requires dedication and commitment.