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Small and mid-sized businesses (SMBs) face unprecedented cyber threats, yet most still struggle with limited resources, lean IT teams, and complex security environments. As cybersecurity spending among SMBs is set to reach $109 billion by 2026, channel partners and resellers are in a prime position to provide effective security solutions—but only if they approach it the right way.
In a recent Channel Futures webinar sponsored by Coro, Dror Liwer, Co-Founder of Coro, and Craig Galbraith, Editorial Director at Channel Futures, discussed the key strategies for SMB cybersecurity success and the most common mistakes to avoid.
Unlike large enterprises with dedicated security teams, SMBs often lack the expertise and resources to manage cybersecurity effectively. At the same time, these businesses are just as vulnerable—if not more—to cyberattacks.
Limited internal IT staff – Security often falls under general IT responsibilities rather than a dedicated security team. Growing compliance & vendor security expectations – Many SMBs must meet cybersecurity requirements to do business with larger enterprises. Fragmented security tools – Many SMBs rely on multiple, disconnected security solutions, leading to inefficiencies and blind spots. A rising number of cyber threats – Phishing, ransomware, and supply chain attacks disproportionately target SMBs.
For channel partners, this creates an opportunity to provide solutions that simplify cybersecurity, ensure compliance, and protect SMBs without requiring extensive in-house management.
How Channel Partners Can Succeed in SMB Cybersecurity
To effectively sell cybersecurity solutions to SMBs, partners must focus on solutions that are built for SMB needs—solutions that are easy to deploy, scalable, and designed to reduce security complexity.
1 – Understand SMBs’ Unique Security Challenges
Many SMBs need cybersecurity but don’t know where to start. Helping them understand their security risks, compliance needs, and operational gaps builds trust and positions channel partners as strategic advisors, not just vendors.
2 – Offer Security That Simplifies, Not Complicates
One of the biggest challenges SMBs face is managing multiple cybersecurity solutions from different vendors. This fragmented approach:
Creates security gaps due to misconfigurations. Increases operational overhead for IT teams. Adds unnecessary costs to their security stack.
Partners who provide a consolidated cybersecurity platform—one that protects email, endpoints, cloud apps, and data in a unified way—offer SMBs an easier, more effective security solution.
3️ – Help SMBs Meet Compliance & Security Requirements
Cybersecurity is no longer just about preventing attacks—it’s now a business necessity for SMBs. Many SMBs must comply with:
Regulatory standards (such as GDPR, NIS2, and industry-specific rules). Cyber insurance requirements, which have become more stringent. Vendor security expectations, especially in supply chains.
Partners who offer solutions that automate compliance, reduce liability, and strengthen security validation provide SMBs with real business value.
4 – Build a Scalable Cybersecurity Offering for SMBs
For MSPs, resellers, and IT service providers, selling cybersecurity to SMBs isn’t just about technology—it’s about creating a repeatable, high-margin business model.
Offer a cybersecurity solution that’s easy to deploy and manage.
Bundle security with managed services for a seamless experience.
Focus on security automation to reduce IT workload for SMBs.
Provide ongoing security monitoring & compliance support.
The Biggest Mistake Partners Make When Selling SMB Cybersecurity
One of the most common pitfalls channel partners face is offering enterprise-grade cybersecurity solutions to SMBs.
Enterprise cybersecurity tools are:
❌ Too complex – SMBs don’t have the staff or resources to manage them. ❌ Expensive – The pricing model doesn’t align with SMB budgets. ❌ Difficult to implement – Deployment can take months, leaving SMBs vulnerable in the meantime.
Successful partners focus on cybersecurity solutions that are designed for SMBs—solutions that provide:
✅ Comprehensive protection with automation. ✅ Simple, fast deployment with minimal IT overhead. ✅ Cost-effective pricing that makes cybersecurity accessible.
How Coro Helps Channel Partners Succeed in SMB Cybersecurity
Coro was built exclusively for SMBs, offering an AI-driven cybersecurity platform that eliminates complexity while providing enterprise-grade protection.
Unified Protection – Covers email, endpoints, cloud, network, and compliance in a single platform.
AI-Driven Automation – Eliminates manual security tasks, reducing IT workload.
MSP-Friendly Model – Designed for easy deployment and management at scale.
Cost-Effective – Provides enterprise-level security at an SMB price point.
Final Thoughts: The SMB Cybersecurity Market is Growing—Are You Ready?
SMBs need simple, scalable cybersecurity solutions built for their unique challenges. Channel partners who understand this can unlock major revenue potential while helping SMBs stay secure and compliant.
Ready to capture your share of the SMB cybersecurity market?
Ana Lucia is an accomplished leader in channel marketing with over 20 years of experience enabling partners to grow their businesses and achieve measurable success. As Head of Channel Marketing at Coro, Ana oversees global strategies to strengthen partner engagement, drive revenue growth, and expand Coro’s channel ecosystem.
With deep expertise in the channel business, Ana has successfully launched global partner programs, designed impactful MDF initiatives, and implemented tools such as Partner Relationship Management (PRM) systems. Her strategic approach integrates revenue growth and marketing excellence, driving scalable demand-generation efforts while empowering partners with the resources and support needed to thrive. Recognized four times on CRN’s Women of the Channel list, Ana is passionate about fostering innovation and delivering lasting impact across the global channel landscape.
Ana Lucia Amaral
