Execution is a fundamental component of success for any organization. Companies that struggle to execute effectively often face challenges and miss out on opportunities, and I would argue that execution prowess sets competing start-up companies apart. Even if one has the better technology, the one who executes well on these 3 fundamentals will win. 

There are over 1000 security companies in the channel and one could argue that they run the gamut from almost useless, to utterly amazing. Most are right in the middle. Taking a look at the vendors who are growing the fastest, their growth has more to do with these 3 fundamentals rather than the perfection of their products. Of course the product must work as advertised, however there are plenty of products that are better. Why do some vendors win with good enough products and others lose even though they have markedly better products?

It’s essential to acknowledge a fundamental truth: even with an exceptional product, success hinges on the ability to execute a Go-To-Market (GTM) plan effectively. The harsh reality is that without proper execution, the brilliance of a product remains unnoticed.

For MSP/MSSP-focused Channel vendors, excelling in execution involves embracing 3 simple yet profound principles:

Know Your Partners: Understanding your partners is crucial. Actively listen to them, ask questions, and absorb their feedback—both positive and challenging. Humility is key. Partners provide valuable insights that you can integrate into your company culture, product, and support.

Support Your Partners: True support goes beyond words and is distilled down into action. When you ask questions and genuinely listen, you demonstrate a commitment to your partners’ growth. You are telling them that you recognize that if they are successful, you will be successful. This gives you the opportunity to discover what they need whether it’s education, training, marketing assistance, MDF support, co-selling or more. A mutually beneficial relationship is the foundation of a strong partnership.

Respect Your Partners: Respect for your partners parallels the level of respect that you give to your employees. If you can’t uphold a respectful environment for your greatest asset—your employees—extending the same to your partners becomes impossible.

By proactively engaging with partners, providing tailored support, and cultivating a culture of respect, you can navigate away from these execution pitfalls and set your business on the path to success. Remember, successful execution is not just about strategy but also about fostering meaningful relationships and maintaining a supportive culture.