Forge Stronger Customer Relationships With a Security Practice—A Guide for Technology Advisors

Helping your customers navigate seismic shifts in the cybersecurity landscape

Businesses today are up against an unprecedented level of cybersecurity risk as advanced digital technologies like cloud computing, AI, big data, and IoT become subject  to complex, targeted attacks that were hard to fathom just a few years ago.

For advisors, the impacts on your customers are profound. Many businesses are struggling to grapple with significant security skills gaps, complex compliance needs, and a dizzying array of security solutions. Add in factors like downtime, lost customers, high costs related to missed SLAs, and the rising sophistication and frequency of cyberattacks, and the stakes are higher than ever.

As a technology advisor, if you’re not already addressing this market, this is your opportunity to guide and support your customers, build their trust in your expertise, and extend your portfolio to generate new sources of revenue.

The good news is that tapping into this major opportunity is straightforward with help from AppDirect. We’ve developed a full process to support you with expertise, training, resources, and an AppDirect Security Sales Certificate program that you can enroll in to equip you with a solid framework for evaluating your customers’ needs and articulating security options.

Read on for a detailed look at today's threat landscape, what's driving your customers' security behavior and decision-making, and why it's important for you to look at selling security now.

The sources and impacts of cyber crime are expanding

From phishing attacks, zero-day exploits, and ransomware to insider threats and supply chain vulnerabilities, grappling with the potential consequences of security breaches and making the right risk prevention choices can be overwhelming for most businesses.

In 2024, the average cost of dealing with a data breach rose by 10% to USD 4.88M per breach, according to IBM. Alarmingly, customer data is involved in 46% of breaches and 35% involve shadow data—information that resides in emails, spreadsheets and other areas that are vulnerable because they aren’t governed by IT. Worst of all, insider attacks like phishing, social engineering, and compromised credentials are the costliest of all breach types, averaging $4.99 million per attack.

The most potent security threat: Humans

Human error and malicious intent account for the largest percentage of cyber attacks. According to the 2023 Comcast Business Cybersecurity Threat Report, 90% of breaches start with individuals clicking on what they believe is a harmless link, creating a chain of events that can lead to disastrous consequences.

Human factors account for 74% of breaches and attacks on organizations—through error, misuse of access privileges, use of stolen credentials, or social engineering attacks that exploit employee-related vulnerabilities, as indicated in the Verizon Data Breach Investigations Report 2023.

This is why governance, policy development, and oversight are pivotal in any security strategy. And it’s why the AppDirect Security Sales Certificate program starts with these topics to provide a comprehensive foundation. By establishing clear policies and oversight mechanisms, as guided by the Govern function of the NIST framework, organizations can more effectively manage cybersecurity risks and align their efforts with their overall risk management strategy. This is why it’s the first area we cover in our program.

The AI paradox—Creating new threat sources while reducing breach costs and time to resolution

The digital age comes with its paradoxes, and one of them lies in how AI is redefining cybersecurity. A technology that holds unlimited promise for innovation and productivity, AI has also become a significant source of worry for customers and a crucial aspect of any cybersecurity conversation.

The rise of generative AI is amplifying cybersecurity challenges by exposing new attack surfaces—points where unauthorized users can access systems and extract data.  There has been a 57% increase in AI-driven attacks over the past year, according to an Immuta report. This in turn is expected to result in a 15% increase in application and data security spending by 2025.

Following are just some of the major AI security challenges your customers could be exposed to that should be covered in their risk mitigation strategy:

• Data leakage through AIs— Employees can unintentionally share sensitive information through public large language models (LLMs).

• More credible phishing scams—AI enables scammers to create more sophisticated, human-sounding emails that are harder to differentiate from legitimate emails, increasing the risk of an employee inadvertently causing a security breach.

• AI-enhanced scam targeting—Generative AI can considerably amp up the scale and potency of scams by enabling cybercriminals to reduce the time it takes to craft an effective phishing email by 99.5%.

• Malware—AI's capability to write code can be misused to inject malicious code onto user devices, underlining the crucial need for vigilant code reviews.

• Voice recognition—AI can replicate a voice with just 5 seconds of audio, enabling social engineering attacks that use replicated voices to trick employees into fraudulent activities like making wire transfers to illegitimate recipients highlight the need for robust cybersecurity measures.

AI is evolving so quickly that it’s difficult to predict the speed at which new attack methods and tools will emerge. This Is why staying informed and having access to cutting-edge expertise and cybersecurity solutions is paramount. For further reading, we recommend the NIST AI Risk Management Framework.

But AI is also a vital tool to combat security threats

While it poses new forms of security risk, AI has been a game-changer in detecting and countering cyber threats. Organizations that extensively use AI and automation in their cybersecurity measures saved an average of USD 1.88 million per breach, an 18% reduction compared to companies who don’t use AI automation, according to IBM’s Cost of a Data Breach Report 2024. They also identified and contained data breaches nearly 30% faster on average.

Data center, cloud computing and edge technology are driving the need for security solutions

Advances in cloud computing, IoT, and edge technologies are introducing more complexity in data center environments and a demand for integrated security solutions that can handle both physical and virtual threats. As businesses grapple with complex regulations like GDPR and HIPAA, the market is projected to surge from USD 14.2 billion in 2023 to USD 44.61 billion by 2033, a growth rate of 11.9% per year.

These trends have escalated the level of apprehension among IT leaders and they’re nudging data center operators to invest in advanced security technologies like AI-based threat detection and zero-trust security models, according to the same Precedence study.

The rising cost of cyber crime

The costs associated with cybersecurity come in many forms, from investing time and money in preparedness strategies and security solutions, to dealing with breaches after they occur. 

These impacts are stark and sobering.

• The average cost of a data breach is $4.88 million

• More than 60% of companies shut down within six months of a cybersecurity attack

• 78% of SMBs worry that a serious attack could put them out of business

The impacts of cyber crime extend well beyond the expected financial costs and losses.

• Financial losses resulting from the theft of corporate and financial data can also lead to breach of contract issues, affecting future revenues.

• Reputational impacts through compromised customer trust can lead to customer churn, lost revenue, and impacts on partner and supplier relations.

• Legal impacts resulting from non-compliance with data protection laws that safeguard personal data can lead to huge financial penalties.

• Personal liability is a significant concern as the consequences of cybersecurity incidents are no longer confined to company liability and business losses. Individuals in IT roles, including CTOs and CIOs in publicly-traded firms, can now face personal fines. In the private sector, neglecting cybersecurity measures can lead to job loss.

Scoping the security  opportunity for advisors

Adding cybersecurity to your portfolio makes business sense. With a growing market for threat mitigation and recovery services, you can deepen your relationships with your clients, grow your business, and bolster your position as their essential partner.

Four significant trends underline the lucrative and untapped potential for advisors in the security arena:

1. IT leaders face significant anxiety about their security posture

Security anxiety is common, even among IT leaders who believe they've diligently addressed compliance and security measures. The 2023 Gartner cybersecurity report indicated that cybersecurity leaders constantly find themselves in a defensive stance, knowing that despite their security measures, they may fall victim to cyber threats. Security anxiety is so pervasive that 50% of IT business leaders surveyed in the AppDirect-sponsored survey of IT business leaders admitted that their concerns about security keep them up at night, highlighting the urgent need for practical security solutions and collaborative strategies.

2. Cybersecurity spending is on the rise

In an environment rife with cyber threats, businesses are ramping up their security measures at an unprecedented pace. The global cybersecurity market, which was valued at USD 172.24B in 2023, is expected to explode to USD $562.72 billion by 2032—a 14.3% growth rate.

3. More businesses are sourcing security solutions through channel partners

An increasing number of business customers are seeking help to safeguard their business against cybersecurity threats. As a case in point, according to the 2023 Canalys worldwide cybersecurity report, a whopping 90% of business cybersecurity spend is funneled through partners like managed service providers, advisors, and VARs.

4. SMB customers switch advisors if they fall short of expectations

Customers are looking for a trusted vendor that offers the wide range of services they need, and an increasing percentage of them are willing to switch to another provider if their current provider doesn’t meet that need. Almost half of the SMBs surveyed in a Techaisle SMB security adoption trends study indicated that they’re willing to switch providers and pay for the right solution and relationship. And more than 35% of SMBs in an Analysys Mason report had already switched channel partners in the previous 12 months in search of more consultative support.
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Your key takeaway

Many of your customers are feeling overwhelmed about their security posture and they’re looking for help from trustworthy advisors. With support, training, and expertise from AppDirect, you could play a key role in helping your customers understand and mitigate their risk exposure.

Adding security solutions to your portfolio— End-to-end protection against cyberthreats

If your customers are investing in security solutions without you, it's a missed opportunity and you should consider setting yourself up to seize a substantial portion of that business.

This is about much more than growing your wallet. Businesses are looking for a provider who can meet their needs across solution portfolios, and security is an essential part of that. Becoming fluent in discussing cybersecurity with your customers and offering them real solutions to ease their anxiety demonstrates your commitment to being their true partner for all their technology needs.

Adding this much-needed area of expertise to your portfolio is easier than you might think.

AppDirect offers an end-to-end suite of vendor-agnostic security solutions, backed by expert guidance to help you protect your business customers from cyberattacks.

You can grow your business and earn more commissions by sourcing security solutions for your customers from the vast AppDirect catalog on a robust marketplace platform, supported by best-in-class back office tools and expertise.

The AppDirect security portfolio covers:

• User security

• Incident detection and response

• Cloud security

• Endpoint security

• Network security

• Physical security

• Security support services

You can also offer your customers AI-enhanced security solutions that use advanced measures to deliver next-level protection.

Fast-track your security sales journey—Essential resources and expertise to get you started

AppDirect makes it easy to get started on this journey. Through workshops, training, resources, access to experts, and a security sales certificate program, you can gain the knowledge you need to guide your clients through the complex security landscape.

Partner with your AppDirect sales team and security experts

We provide end-to-end sales support so you can broaden your portfolio with new technologies without the need for extensive in-house expertise. Our team of engineers, solution experts, sales specialists, and provider specialists act as an extension to your sales team to support you and help you recommend the best solution every time.

If you’re an advisor who already works with AppDirect, talk to your AppDirect Channel Manager to learn more. If you aren’t, you can sign up to get started today.

Comprehensive learning and marketing tools

The AppDirect Security Solutions page is chock-full of educational tools and resources to help you sell security, including a customer marketing toolkit that provides essential assets like data sheets, pitch decks, selling guides, and our ebook The cybersecurity opportunity for technology advisors.

Amplify your cybersecurity knowledge—Enroll in the AppDirect Security Sales Certificate program

Learn cybersecurity essentials and bring newfound knowledge to your customer discussions by completing the AppDirect Security Sales Certificate program, available in the AppDirect Training Center.

It’s a vendor-neutral program designed for advisors, salespeople, managed service providers, and anyone seeking a solid foundation in cybersecurity.

Rooted in the esteemed National Institute of Standards in Technology (NIST) Cybersecurity Framework, the program will equip you with an unbiased understanding of security solutions, based on technology rather than touting specific vendors. You’ll gain a solid understanding of the six crucial stages of cybersecurity risk identification and mitigation, and the knowledge you need to help your customers stay ahead of threats.

And you’ll master the practical skills you need to sell security-focused products and services and generate quotes.

The program is comprised of several components:

Online courses covering various aspects of cybersecurity, all aligned with the NIST Cybersecurity Framework. The courses are split into specific areas: Govern, Identify, Protect, Detect, Respond, and Recover.

Quizzes and assignments to demonstrate your understanding and application of the material in real-world scenarios.

Practical scenarios based on customer situations to enhance your ability to apply cybersecurity principles.

Completing this course will help you:

- Build confidence in identifying and seizing cybersecurity opportunities

- Learn to articulate and quote security solutions

- Understand and apply the NIST Cybersecurity Framework

- Leverage resources and expertise provided through AppDirect

Certification of completion—When you complete the course and assessments, you’ll receive a digital certificate that you can display in communications, marketing, and on your LinkedIn profile to demonstrate your commitment to staying at the forefront of the cybersecurity landscape.

Expert support and insights—Throughout the course, you’ll benefit from insights and guidance from our experienced team, ensuring a high-quality learning experience that translates into real-world cybersecurity proficiency.

How to enroll in the AppDirect Sales Security Certificate program

The certificate program is available to anyone. If you're an AppDirect advisor, log into your marketplace to directly access the program through that link. Otherwise, you can register at as a guest.