Alpha Generation Distribution has unveiled how it plans to grow the business as it looks to capitalise on the high-profile security attacks of recent times.
The Retford-based security distributor is growing its workforce and providing what it calls "channel research-based insights" to address vendors' needs in expanding their channel partners.
It is also expanding into Europe, firstly in the Nordics, as part of 4SEC Group's expansion strategy.
"Businesses are not going to win the ongoing battle against cyberattackers alone, and resellers need to get better at supporting them," said 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 per cent 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," said Walsh.
Alpha Gen has already tripled its headcount over the last 18 months, recruiting employees into its sales, marketing, and support teams. Extra employees joining its support division will offer targeted pre-and post-sale support for partners.
Because of this increased headcount, Alpha Generation is due to move to larger premises.
It will also invest more heavily in data research, which it claimed will help it find, profile and introduce vendor products to its channel partners.
Alpha Generation has also announced it has launched in the Nordics, with demand originating from its relationship with Thycotic.
It comes at an important time for Nordic businesses, with the growing threat from malicious actors as the digital industry booms.
"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.
"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."
Stuart Reay, managing director at Alpha Generation, said: "We are 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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