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Alpha Gen Announces Growth Plans

As cybersecurity continues to be a significant distraction to businesses’ agenda, network and security VAD Alpha Generation Distribution has boosted the support it offers to channel partners. The IT security distributor is growing its workforce and providing channel research-based insights to address vendors’ needs in expanding their channel partners. It’s also expanding into Europe, firstly in the Nordics, as part of 4SEC Group’s expansion strategy. The move comes at a time when end-users are seeking a more proactive approach to security and are looking for more support from resellers to provide the advice and the products that fit with their business challenges.

Chris Walsh, sales director at Alpha Generation Distribution

Businesses are not going to win the ongoing battle against cyber attackers alone, and resellers need to get better at supporting them”, commented Chris Walsh, Sales Director at Alpha Generation. “IT security resellers need support too but, according to our research, most think distributors aren’t doing enough. Just 22% say they focus on long-term proactive security. Distributors need to focus on offering resellers the products and services their end-users are asking for, which is what our business is centred around.

The first step in Alpha Generation’s growth strategy is to increase its workforce to help it support the channel better. The company has already tripled its headcount over the last 18 months, recruiting employees into its sales, marketing, and support teams, meaning it can continue to offer enhanced services for both vendors and reseller partners. Additional marketing resource will give vendors more access to creative campaigns to help them market their products and services, while resellers will be able to use the extra support to reach their target customers and grow their business.

The company will also invest more heavily in data research, which will help it find, profile and introduce new and existing vendor products to its channel partners. Extra employees joining Alpha Generation’s support division will offer targeted pre-and post-sale support for partners, helping them realise opportunities throughout the sales funnel. Because of this increased headcount, Alpha Generation is due to move to larger premises to house the extra headcount – a valuable investment in the company’s future.

Alpha Generation has launched in the Nordics, with demand originating from its relationship with Thycotic. Following the success of the UK division of its business, which continues to grow, the privileged access management and least privileged vendor has now called on Alpha Generation to expand its offering in the Nordics. It comes at an important time for Nordic businesses, with the growing threat from malicious actors as the digital industry booms. But rapid transformation comes with risk and many businesses in the region were hit hard by malware attacks last year. Just after WannaCry impacted businesses across the globe, Danish shipping giant Maersk lost an estimated $300m in revenues when it was one subject of the NotPetya exploit. Now, Nordic business owners are looking for more robust solutions to prevent attacks happening before it’s too late.

IT teams are increasingly under pressure to improve security and gain better control over how technology is used in their organisation”, said Simon Azzopardi, VP of International at Thycotic. “We’re therefore seeing an ongoing need for our Privileged Account Management, Least Privilege and Application Whitelisting solutions. Alpha Generation has done an excellent job in the UK market with sales, technical support, both pre and post-sales, as well as marketing. We are confident the team will do the same great job in the Nordics.

The Nordics expansion is based on a strong two years in the UK and Ireland (UKI), in which Alpha Generation enabled channel partners to generate an impressive quantity of leads through its boxed campaigns. Now, these boxed campaigns will be translated into local language, bringing Alpha Generation’s value add to partners in the Nordic region. Victoria Scully, Alpha Generation’s Thycotic Business Unit Director, is heading up a dedicated team of business development specialists, recently expanded by 50%, that cover UKI and Nordics. They’ll work exclusively in the channel, assisting in pipeline generation and closing business.

Last year, Alpha Generation announced one of its biggest partnerships yet, teaming up with Bromium to become its sole UK distributor. The collaboration has enabled Alpha Generation to enter the virtualisation-based security market, offering Bromium’s innovative intelligence-based security platform to resellers. Through partnerships such as Bromium and Thycotic, Alpha Generation is enabling vendors to sell their proactive solutions to multiple markets, providing the support they need to reach end-users and increase profitability.

Stuart Reay, Managing Director at Alpha Generation, said: “Alpha Generation is going from strength to strength and it’s exciting to see our next phase of growth. We’re exploring new markets for future expansion and, while we’ll always focus on the UK, we are considering long-term growth plans. We will only enter the markets that are completely right for us and our overall business strategy.


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