Market Focus for 2009 – Notes from Today’s Webcast

This morning I presented a webcast on selling security in 2009.  Several points are worth noting as you plan your year.  Before I begin, don’t forget to check out today’s Podcast – a new Podcast comes out every Friday at  This week’s topic presents Part Two of Putting your 2009 Business Plan together.  Given the following, security should be a core focus…

  • VARBusiness’ State of the Market predictions for 2009 list Security as an area for “Robust Growth” . Specifically network security, followed by security appliance sales, Internet security software, security management, and finally access management. If you’re riding the inertia of compliance issues in healthcare, government, and business, you’re in good shape.
  • Storage holds the number two position, but specifically “Recovery Software Solutions”, which of course is a Risk sale – reference security.
  • The third is no surprise – Networking; but expect a heavy focus on wireless implementations. Differentiate with security given the increases in cybercrime via wireless networks.

Also expect to see growth in managed services offerings as companies such as SecurView and Zenith Infotech support VAR efforts to establish recurring revenue offerings.  The winners here will be companies explicitly marketing security event management to address the compliance market.  Pure monitoring in my opinion is a commodity, so take the next step as you consider your offering.

So while some are reporting unemployment rates in the 7+ percent range (US Economy), those companies that have thought through their offering, have the cash to sustain a few down months, and continue to press forward with compelling marketing programs, will likely rise to the top, grow through acquisition, and take on clients left in the sidelines of recession.

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