Building Bold, Human-Centered Cybersecurity Programs With Laura Potter Of Loom Security

Laura Potter sits down with host Cass Cooper to discuss the intricacies of building a channel partnership program in the cybersecurity sector. Potter shares her insights on the importance of alignment, value over volume, and the need for a customer-centric approach.

In this Channel Women in Security conversation, Laura Potter, vice president of global partners and marketing at Loom Security, talks about startups, cybersecurity, and how to build a channel program from scratch: intentionally, boldly, and with heart. Bringing more than 25 years of experience to the table, Potter has worked her way from front desk to the executive suite. She knows the evolving nature of the channel, and why building with not just for partners is the future of cybersecurity success.

Watch the full episode on YouTube.

You’ve had such a unique journey, including a start in hospitality and working as a receptionist. Tell us how that shaped your leadership approach.

Honestly, starting as a receptionist was the best thing that ever happened to my career. I had visibility into everything—operations, customer relationships, even financials—and I learned what really moves the needle. That hands-on experience gave me insight into how to prioritize and how critical every role is to the success of a business. Leadership isn’t about control—it’s about clarity of vision and coaching others to shine.

Let’s shift to what you’re doing at Loom Security. You recently launched LoomFusion, a 100 percent partner-led program. What does it really mean to build a channel program from scratch?

For me, it starts with alignment. LoomFusion wasn’t about tiers or incentives—it was about eliminating confusion and going all-in with partners. No competition, no mixed messages. I created something I call an influence-based opportunity tracking system to show partners that we’re an extension of their team. It’s not about volume—it’s about value. Enablement, co-marketing, and technical collaboration are at the center. And most importantly, it’s about shared wins.

Value over volume is a powerful reframing. Especially in a climate where everyone’s chasing speed.

Exactly. I don’t need 27 partners in one region selling competing tech. I’m building with intention. Each partnership is tailored, just like customer solutions should be. Fusion is about bringing our strengths together to serve the end customer better and faster.

How has grit factored into your rise?

Grit has been everything. I’ve never felt less than—but I have felt underestimated. I’ve had male mentors who truly championed me, but I also had to advocate for myself. Motivation, honesty, resilience—those are the things that propelled me. And now, I try to create spaces where others feel seen, supported, and trusted to lead in their own way.

What does advocacy look like in your leadership today?

It means showing up every day. Not just in meetings, but in how I help team members recognize each other’s strengths. I want every individual to feel like their contribution matters and to know how to build on the strength of others. Team building isn’t just about roles; it’s about relationships.

How does culture really drive partner success, especially in cybersecurity?

Put people first. At Loom, we build with partners and customers, not just for them. Our Loom Lens methodology centers the user experience, and that philosophy extends to how we build channel relationships. Every partner is different, and every customer’s needs evolve. We don’t do cookie-cutter anything. This is my fourth time building from scratch, and I’ve learned that culture and collaboration are the real differentiators in this space.

What’s next for Loom and the channel?

Cybersecurity is already complex. Let’s not make it harder. Our goal is to simplify, not by diluting expertise, but by focusing it. The old model of doing everything for everyone just doesn’t serve today’s customers. We're building something bold, intentional, and deeply human. The future of the channel is collaborative, ecosystem-driven, and focused on outcomes, not just logos on a slide.