In this episode of The Channel Zone Podcast, Mark Edwards is joined by Guy March, Vice President of EMEA Channels at Tenable, for a wide-ranging conversation about relationships, cybersecurity and the changing role of the channel.

Guy explains why the strongest professional relationships are often forged during difficult moments—not simply while celebrating successful deals—and why responsiveness, credibility and doing what you promise remain fundamental to building trust.

The conversation explores how the channel is moving beyond traditional product resale towards services, platforms and long-term customer success. As Guy neatly puts it: customers don’t necessarily want more products—they want fewer problems. Mark and Guy also discuss the rapid adoption of AI, the new security exposures it creates and the growing importance of automation and agentic workflows.

Guy shares his perspective on how cybersecurity partners can remain relevant by embracing platforms, developing new AI capabilities and helping customers turn increasingly complex technology into practical business outcomes. They also examine the rise of cloud marketplaces, including AWS Marketplace, and why a simpler procurement process does not remove the need for partners to provide expertise, deployment services and ongoing customer value.

Along the way, Guy looks back on joining Tenable just as the UK entered lockdown, his first job picking fruit, the records he bought with his wages and one of his favourite events in the technology-channel calendar.