‘The channel will guide us - where our partners see demand is where we’ll focus our efforts’: Nick Crouch on Protect AI international strategy
The new senior director of international channel and alliances talks EMEA plans, channel strategy, and the evolution of AI
US-based cybersecurity vendor just expanded its channel reach by naming Nick Crouch as its first-ever senior director of international channel and alliances.
In the last two decades, the industry vet worked for various IT companies such as Colt Technology Services, Transputec Computers, niu Solutions, and Exclusive Networks.
More recently, he assumed different leadership roles across the channel, such as senior channel manager UKI and Middle East at Exabeam, and more recently director of EMEA and APAC at AppOmni.
In an interview with CRN, Crouch explains he joined Protect AI at the instigation of Ralph Pisani, the company’s freshly appointed CRO, with whom he worked at Exabeam.
“He was putting together a high-calibre team to drive the company’s growth.
“Within just three days of initial discussions, an offer landed in my inbox, and everything moved incredibly fast from there.”
He takes on the role of senior director of international channel and alliances as Protect AI mission is now to be 100 per cent channel focused.
“That’s a core part of our strategy,” he adds.
The vendor, which “already has a strong channel foundation in the US, thanks to [Heidi Hills, head of channels at Protect AI],” will need to start its EMEA and APAC partner strategy from scratch.
In the US, it already works “with organisations like WWT,” with who it has also “signed a global partnership.”
On an international level, the firm will first focus on EMEA, which represents an important challenge as “every region has its own regulations, languages, and market dynamics, which means [Protect AI needs] a tailored approach.”
“We’ll be launching the EMEA channel programme first, with plans to expand into APAC later in the year.”
The startup will use the UK as its landing spot, before looking at Central, Northern Europe, and potentially Western Europe.
“Southern Europe traditionally adopts new technologies more slowly, but AI’s rapid growth could accelerate adoption there too.”
“Ultimately, the channel will guide us - where our partners see demand is where we’ll focus our efforts.”
Crouch explains he will be reaching out to its existing network of partners to gauge interest and align on opportunities.
He adds that Protect AI’s partner track “is essentially ready to go” and just needs “some final tweaks”, such as “adjusting discount structures and refining details.”
AI first timer
Even though Crouch is a seasoned channel leader, this represents his first time working for an AI company, in which he will strive to translate his skills and experience to drive the company’s ambitions.
“My role is to build channel programmes and establish a partner community from the ground up.
“While the industry is different, the relationships remain the same.
“I’ll be working with many of the same partners I’ve collaborated with in the past, particularly those serving key verticals like pharmaceuticals, financial services, insurance, and manufacturing.”
He tells CRN that his method for development will follow three key principles; understand, ensure, and provide.
“The approach remains consistent: understanding customer needs, ensuring partners can support those needs, and providing them with the right tools and solutions.
“One unique aspect of Protect AI is our ability to conduct red team testing for AI deployments, essentially simulating attacks to assess security risks.
“This is a compelling value proposition for our partners and customers alike.”
The new exec adds that he’s been “closely following” the evolution of the growing technology, even before taking on this new role.
“It’s evolving rapidly, from AI driving cars to prescribing drugs in the US.
“It’s becoming more than just a concept from sci-fi movies like Terminator 2.
“Governments and regulatory bodies are also paying attention, with legislation like the EU AI Act and the FDA Act in the US.
“The increasing regulatory focus and the growth potential made it an exciting space for me to step into.
“I see AI as the next big wave in technology, similar to how cloud security and next-gen firewalls transformed the industry.
“Protect AI, co-founded by Ian Swanson, Daryan Dehghanpisheh, and Badar Ahmed, has already built AI solutions for Amazon, and now we’re here to take it to the market.”
For the next six to 12 months, Crouch tells CRN that he wants to “secure key wins in financial services and pharmaceuticals, as these industries are leading AI adoption. “
He also intends to have “three partners up and running, with sales teams that understand our pitch.”
“Protect AI is fully committed to the channel, and that won’t change.
“Our partners need to know they can trust us to stay true to that model.”