Arctic Wolf lays out UK plans following EMEA expansion

Clare Loveridge says more businesses are recognising that cyber attacks are 'becoming more and more of a threat'

Cybersecurity firm Arctic Wolf is aiming to ramp up its sales team in the UK following its expansion into the EMEA market last year.

Arctic Wolf launched in EMEA in April 2021. Since then, the company says its partner programme has seen "significant growth", reaching 35 partners, while also experiencing increasing demand for its Security Operations Cloud.

The firm has also sealed partnerships with Formula One's Oracle Red Bull Racing and Premier League football club Wolverhampton Wanderers, adding to its roster of partnerships with over 30 professional sports teams worldwide.

Its VP and general manager for EMEA, Clare Loveridge, said that channel momentum is "key" and building it out in the UK is "fundamentally important".

She said: "'We've got more salespeople in the UK than we have anywhere else in Europe and we've got most channel traction as it stands currently in the UK.

"I currently have a marketing channel, but I also have three sales teams, soon to be four, covering the UK. All of those teams work very closely with their partner base, so channel momentum in the UK is absolutely key.

"I'm going to be bringing on more sales teams throughout the rest of the year in the UK and more channel resources. So building out the UK channel is fundamentally important to our growth."

Loveridge added that partners are "surprised" by the resources Arctic Wolf has as it builds out in Europe.

"The difference that we have here is that we have 10 years of maturity, of learning, of expertise and of channel growth that already exists," she said.

"So, when you look at the partner portal and the resources and the tools that are in there, a lot of the partners are surprised at just how much we have given we are so new to the market over here."

The EMEA boss also said that tools are in place to keep the channel "up to speed" as the business evolves.

She said: "As we evolve with new products, new features, new pricing and new capabilities, we always make sure that the tools are in place to keep the channel up to speed at the same time as we are being kept up to speed because the channel is an extension of our organisation.

"It's always at the front of our mind thinking about how we're going to take it to market and how the channel is going to benefit for that. So, it is an ever-evolving programme."

Loveridge added that more businesses across the UK and Europe are becoming "cognizant" to the risks of cyber threats.

"We're seeing the awareness in the market growing every day," she said.

Loveridge said more than 60 per cent of businesses were breached last year but feels that organisations are recognising that "it is becoming more and more of a threat".

She said: "We're seeing the awareness in the market growing every day.

"We have seen that organisations in the UK and across Europe are becoming more and more cognizant of the risks of cyber threats, far more so than I've heard them over the last couple of years.

"Every day we're coming across new names in the cybersecurity market. We're coming across new vendors, we're current coming across new MSSPs, all who are talking about cybersecurity."