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"The industry focuses too much on bad habits and not the benefits of security," Wieland Alge, Barracuda EMEA vice president, told MicroScope.
"We try to appreciate the functionality and the solutions landscape around security, and direct the pitch to how things work better with IT security," he added.
In terms of its product lines Barracuda has evolved away from its heritage in selling SME spam, antivirus and firewall solutions, into areas such as backup, traditionally conceived as more of a storage sale, and is keen for its partners to make a similar leap.
"By looking at it as a data integration solution - where we have a very fast-growing product set - the partners can open up a new revenue stream," explained Barracuda UK, Nordics and MEA regional sales director Paul Lawrence.
Barracuda today unveiled a raft of enhancements to its partner programme, increasing discounts on both reseller- and vendor-generated leads for Platinum and Diamond level resellers.
Platinum partners will see discounts rise by 33% to 20%, and Diamond partners will see discounts rise by a quarter to 25%.
The programme revamp will also see enhanced deal registration tools, a streamlined training process, and an end to the requirement for resellers to hold stock or buy their own demo kit, which Barracuda hopes will free up more partner budget for other marketing activities, said Lawrence.