Enterprises are projected to spend around $310 billion on cybersecurity this year, and Omdia expects more than 90% of it to move through partners. 

That money is pulling every kind of channel firm into the same business. Technology advisors have launched cybersecurity consulting units. Managed service providers are pushing deeper into managed security services and vendors are folding point products into unified platforms. The big consulting firms are also building midmarket security practices. 

The takeaway seems to be that product sales alone are no longer enough to carry a business.

All of that convergence seems to have a ceiling, though. Advisors selling managed security found the small and midsize market receptive but the Fortune 500 unmoved. Large enterprises still want to keep security in-house. 

Meanwhile, MSSPs are buying IT services firms to offer full-stack support. And PwC built a Google Cloud-powered practice for companies that outgrew DIY security. All of these partners, each with cybersecurity starting points, are all arriving to pitch the same customers at the same time.

Channel Dive is following what happens next, documenting how partners handle vendor consolidation, AI security headaches and competition from firms that used to be peers.