Drew Liwer

You can't sell direct.

You need to sell direct, but you also need to build an aggressive channel program, which means other people are going to sell your stuff.

And I don't know how many cybersecurity people you know.

We are a very suspicious bunch, because that's our job.

And the concept of relinquishing control and letting somebody else run with our product was a very difficult thing for us.

Jim convinced us, and he brought this guy, Tom Turner, who's our, there's actually a thing called channel chief.

He's our channel chief.

He's been doing it for 20 years.

And he very meticulously started building a very aggressive

channel program at Coral.

In addition to that, what we heard from the channel was that our all-in-one concept was really good, but very hard for them to sell.

because all of their customers basically already had some sort of cybersecurity.

So our story of, oh, rip it out and put us instead was a little bit difficult.

And in 2023, we reimagined our product as a modular cybersecurity platform.

It's basically the same thing, but we allow customers and partners to consume it module by module.

So if they want email security, they can just get email security.

If they want endpoint security,

Great, they can just take that.

And really, the entire approach with us and with our partners is a land and expand.

So we go in selling endpoint security, and then we slowly try to displace everything else.