The Cyber Go-To-Market Talk podcast for cybersecurity sales and marketing teams How to Build a Cyber Channel from Zero: From Someone Who Has Done it Three Times - Konnor Andersen, VP of GTM , Acuvity
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Feb 10, 2026 
Konnor Andersen, VP of GTM at Acuvity with experience launching channel programs across network, email, identity and AI security. He explains why fewer regional, ICP-aligned partners beat chasing big VARs. Practical tips on starter partner kits, activating partner sellers, realistic revenue targets, low-cost activation tactics, and pricing and trust pitfalls.
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Avoid Big VARs Early
- Avoid chasing the biggest national VARs early because you won't get mindshare or time from their sellers.
- Focus your limited resources on fewer regional partners you can meet, enable, and be important to, which drives real early revenue.
Validate Partner Investment Requirements
- Check partner thresholds: many big VARs require vendors to be >$20M ARR and to fund MDF of $10K–$50K events before active selling.
- If you can't meet time or money expectations, prioritize smaller partners where investment is realistic.
Pick Partners Around 40 Sellers
- Target partners with ~40 sellers so a channel account manager can realistically know and enable most seller advocates.
- Aim for 10–20% seller activation (4–8 advocates) who actively pitch your product weekly or monthly.