Sublime is moving to 100% channel sales

When Sublime was founded, we believed email security needed to be re-engineered from first principles like transparency, adaptability, and future-proofing the defense of this ever-changing attack vector.

Today, we’re applying that same philosophy to how we go to market. Sublime is going 100% channel sales.

As Partner CTO, I want to share why this matters, not just strategically, but operationally for our partners and customers.

This is an alignment strategy

Going all in on the channel means something very specific:

1. No competing direct sales motion
2. No conflicts over accounts
3. No ambiguity about ownership
4. Scaling to meet the demand of our mutual customers

Moving to channel-only sales is the clear next step for Sublime. Our partners have been working with their clients for years to earn the right to provide an informed opinion in their customer’s journey towards accomplishing their goals. We know that our partners will do what is right for their customers.

Being on the technical side of channel GTM gives me a glimpse into the passion and responsibility that my counterparts at our Value Added Reseller (VAR) partners hold to every single day. There is a deep desire to provide the right information to their customers to ensure that the trust they’ve earned is not squandered with a quick commercial win.

In that, they’ve earned my respect and admiration for what they do. This unique view is also why I am excited for this next step in Sublime’s journey. With the right channel partners, Sublime’s value story will be shared with, and by, some of the brightest minds in the industry.

Why this model is right for email security

Email remains the primary initial access vector in modern attacks, but email security has been relegated to isolated silos for decades. With Sublime, we are pulling back the curtain, and the best way to share the good news is to move to this new motion.

AI has taken the world by storm, and while this has been a boon, it has also complicated conversations, roadmaps, and opened up the conversation in a whole new way. With trusted partners, clients can receive a holistic approach to the challenges they are facing, both old and new. Sublime fits nicely into the AI conversation while providing a real-world solution that actually moves the needle for clients needing to take advantage of pragmatic AI solutions. Our partners can deliver that message with confidence and experience.

What this means for our partners

From my seat, this shift drive three priorities:

1. The right kind of technical depth

I’m talking directly to you Principals, Solution Architects, and Solution Engineers: I understand that you are inundated with demo after demo, pitch after pitch, and are asked to master them all. I am making it my mission to be one of the most trusted vendors that you interact with. That starts with getting you what you need, when you need it, without the hoops and with honest answers.

2. Services-led value

It is in the name, Value Added Reseller. At Sublime we recognize your expertise across the many domains of cybersecurity. With Sublime’s open detection platform and adaptable AI agents, we are providing the tools that you can wield for the clients that you have come to know so well.

3. Long-term incentive alignment

Just like our solution, our channel program sets out to be transparent and open with benefits for both parties. We recognize your value and will do everything we can to emphasize and grow our mutual plans.

What this means for our customers

This is the best of both worlds. You get the deep domain expertise of Sublime coupled with the trust, relationships, and broad understanding that you’ve built with your channel partners. If you don’t currently work with a reseller, we will be happy to introduce you to one of our trusted partners who could potentially provide a whole new level of support and guidance when navigating modern challenges.