Verkada EMEA channel chief talks tailored approach to partner relationships
As the physical security vendor sets its sights on aggressive European growth, a flexible approach incorporating the right incentives, training and communication is essential, says Ben Watkin
The convergence of physical and digital security is set to open up entirely new routes for channel partners, according to Verkada’s director of EMEA channel, Ben Watkin (pictured).
Speaking to CRN, Watkin outlines how the vendor is leaning into this shift through its nascent European channel organisation and a roster of new incentives for partners.
Watkin says the security vendor is seeing IT professionals play a larger role in physical security decisions due to compressed budgets and the increasing alignment between physical and digital.
“The convergence of physical and digital security has created new opportunities. We're seeing IT professionals becoming more involved in physical security decisions due to the increasing cyber risks,” Watkin tells CRN.
Verkada’s expansion across Europe has been nothing short of aggressive, with 40 per cent growth in bookings over the past year, per Watkin, and a 50 per cent increase in its European workforce. To sustain this momentum, the company is actively bolstering its sales, marketing, and channel management teams.
Partner incentives and engagement
As Verkada scales, it is refining its partner ecosystem, categorising partners based on experience in the industry while ensuring tailored support for both established players and new entrants.
“We categorise our partners into those with experience in the physical security and new entrants.
“Both bring unique value - industry veterans understand the market, while new adopters often bring fresh perspectives and IT expertise,” Watkin explains.
The company has also introduced new financial incentives to deepen partner engagement, including a rebate structure for top-tier partners and investments in marketing initiatives.
“We've introduced a rebate structure for our diamond partners.
“This, along with our MDF (market development funds) programme, the budget for which consistently increases year-on-year has shown a high return on investment and helps expand our joint customer base,” he noted.
As part of its 2025 channel revamp, the vendor has launched initiatives to provide additional marketing support, deal registration benefits, and enhanced training.
“We want to make it as easy as possible for partners to grow with us. The simplicity of our solutions means partners can ramp up quickly and deliver immediate value,” Watkin adds.
The company’s European growth has been particularly pronounced in regions like the UK, Germany, and the Nordics, where demand for cloud-first security solutions is surging, the channel lead asserts.
The relatively early stage of Verkada’s European channel strategy means that Watkin’s team has a degree of flexibility and can approach each partner in a unique way.
"We're not forcing anything anywhere. We start from a baseline and adjust based on what works in each market, recognising that every region is unique and evolving.
“That’s why the conversation with customers and partners is so important—understanding what they can and can’t do. Internally, we have guidelines, but ultimately, we follow the lead of our partners and customers in each local market.” Watkin concludes.