There was a time when the conversations had with channel partners focused almost exclusively on functionality. When a VAR or MSP looks at your software now, they’re not just seeing a solution for their client; they’re looking for a potential lawsuit.
This fear is justified. We’ve all read headlines regarding supply chain attacks where a single vulnerability in a trusted vendor’s code cascaded down to thousands of end-users. For an MSP, this is a nightmare scenario. They are the ones who promised their client that the network was safe. If your software introduces a vulnerability that leads to a ransomware event, the MSP is the one who loses the client and faces the reputational damage. As an ISV leader, you need to understand that some of your partners are now vetting you with the same scrutiny they apply to a threat actor.
Why your silence is losing you partners
The biggest mistake I see ISVs make regarding security is opacity. Many ISVs operate under the assumption that the less said about security architecture, the safer it is. This “security through obscurity” mindset is toxic to a channel relationship. When an MSP asks about your encryption standards or your patching cadence and you reply with a vague statement about following industry best practices, they assume the worst: that you have something to hide.
Trust in the channel is binary. Either you’re transparent about your vulnerabilities and your remediation process, or you’re viewed as a risk. At our sister publication, Managed Services Journal, we’ve spoken to MSPs who have ripped out perfectly functional software because the vendor was slow to communicate during a minor service outage. In the absence of information, the partner will fill the void with their anxiety. You must proactively communicate your security posture before they ask. If you wait for the questionnaire, you’re already on the defensive.
Building the security trust pack
To combat this anxiety, consider creating a “Security Trust Pack” and making it readily available to your partners. This should be a collection of documents that prove you’re doing the hard work where security is concerned. It should include executive summaries of your latest third-party penetration tests (sanitized for sensitive data, of course), your SOC 2 or ISO certifications, and a clear diagram of your data flow and backup redundancy.
This documentation serves two purposes. First, it quells the immediate fears of the VAR/MSP owner. Second, and perhaps more importantly, it saves them time. When their end-client (a hospital, a bank, or a large retailer) demands a vendor risk assessment, your partner can simply hand over your Trust Pack. You’re solving a compliance headache for them. By making this information accessible, you signal that security is a core pillar of your culture rather than an afterthought you bolted on at the end of the sprint.
Turning security into a sales wedge
Once you have established that your software is hardened and your processes are transparent, you can help your partners use that as a weapon against competitors. In many verticals, incumbent legacy software is notoriously insecure. It might be running on an outdated database or relying on hard-coded passwords. You need to educate your partners on how to spot these weaknesses in the competition.
Give your partners the language to explain why your modern architecture is safer than the cheaper alternative. Explain how your automatic patching prevents the very exploits that took down the competitor last month. When you arm your partners with this knowledge, you’re not just selling software; you’re selling peace of mind. In a market defined by cyber anxiety, being the safe bet is often more valuable than being the feature-rich bet.
