Company: Sendio
Headquarters: Irvine, Calif.
Technology Sector: Security
Key Product: Sendio E-mail Security Platform 360
Year Founded: 2003
Number of Channel Partners: 75 in the U.S.
Ideal Channel Partner: Midmarket-focused solution provider
Why You Should Care: Sendio's E-mail Security Platform stops spam and e-mail security threats but doesn't block legitimate e-mail. The company also recently hired a new channel manager, revamped its program and is serious about its commitment to the channel.
The Lowdown: Sendio is not only antispam, but also antifilter. The security company believes that no matter how effective e-mail filters are, they are fundamentally flawed because they can't distinguish between good and bad messages. That means that businesses can miss important e-mails that are mistakenly labeled as spam, what Sendio calls false positives.
Instead of filter technology, Sendio uses Sender Address Verification or contact-checking architecture that verifies and authenticates the identity of message senders in much the same way a social networking site such as LinkedIn or Facebook does.
Sendio's E-mail Security Platform (ESP) product line has two hardware platforms. ESP 360 is geared toward smaller businesses with less than 1,000 users. The ESP 430 appliance targets larger firms with more than 1,000 users, or smaller businesses with high e-mail volume. Both appliances are easy to install and don't require any IT staff maintenance.
Spam may mean bad news for e-mail users but it's good business for companies such as Sendio. According to COO Peter Ombres, in just six years the company has gained 1,000 customers and has a 99 percent renewal rate.
The company focuses on verticals such as small financial and law firms, municipal government and small school districts.
As for partners, in March the company restructured its partner program, and two months ago, Susan Gooch, a 16-year industry veteran, joined Sendio as channel sales manager.
Sendio now has three new tiers of membership in its retooled partner program: platinum, gold and silver. Regardless of tier, all partners receive training and tech support and marketing assistance such as lead generation, joint Webinars, direct mail, co-op event marketing opportunities and sales collateral. A new lead-generation program also has been added to protect designated partner leads. Additionally, the company offers an online portal and other sales tools.
While Sendio certainly isn't exclusionary -- it is actively recruiting new partners -- it does want to work with partners and MSPs that have business development management and technical expertise that match the company's strategy.
"When I came here there were 152 VARs and that's been narrowed down to 75 to 100 VARs," Gooch said. "I'm working with each one to understand what they're doing. This is not a volume-oriented appliance."
Gooch is adamant about being committed to the company's partner program and said Sendio is "100 percent committed to the channel."
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