Kurt Mills, senior vice president of Global Channel Sales at KnowBe4 Kurt Mills is just a few weeks into his new role as global channel chief at KnowBe4, but he’s already identified some significant changes he believes can help the company reach its next stage of growth. Mills, who most recently led global channels at Trellix, tells In The Channel that KnowBe4 has built a very large partner community, but one where a relatively small percentage of partners account for most of the business. His goal is to build a more focused, “segment optimized” channel, while making greater use of distribution to support the company’s long tail of partners. That will include changes to KnowBe4’s partner program and pricing structure, as well as greater field coverage. And Mills says that need to be present in the market applies particularly to Canada, where relationships with partners and MSPs can’t effectively be built remotely. MSPs are another area where Mills sees room for improvement. Asked what he would tell an MSP that knows KnowBe4 but hasn’t figured out how to make money with the company, his answer is direct: “We can do better.” In this edition of In The Channel, Mills discusses his plans for KnowBe4’s channel, what he learned transforming the partner business at Trellix, the company’s evolving distribution strategy, opportunities around AIDA and AI-driven security and partner services, and what needs to change to build a stronger MSP business. Read Full Transcript **Robert Dutt:** Hello, and welcome to In The Channel from ChannelBuzz.ca, bringing news and information to the Canadian IT channel community for the last 16 years. I’m Robert Dutt, editor of ChannelBuzz.ca and your host for the show. Kurt Mills is the new channel chief at KnowBe4, the company you probably already know for security awareness training, though they’d like you to think of them now as digital workforce security. Kurt’s held channel leadership roles at Trellix, Check Point, Mimecast, FireMon and Blue Coat. He’s basically done the full cybersecurity channel tour. He joined KnowBe4 about a month ago. He’s still very much getting the lay of the land, but he came in with a clear diagnosis: too many partners, too much non-standard pricing, not enough presence in the field. He’s also walking into an interesting company moment. Brian Palma has been CEO for about a year and a half. The company is owned by Vista Equity Partners, and the product story is expanding from phishing simulations toward AI agent security and a broader human risk platform. Let’s get right into it, my chat with Kurt Mills from KnowBe4. **Robert Dutt:** Kurt, thanks for taking the time. I appreciate it. **Kurt Mills:** Yeah, it’s a pleasure to be here, Robert. I always enjoy talking to our friends across the pond there in Toronto and look forward to, like I said, having a good hang today. **Robert Dutt:** We were discussing, dear listener, before we got into this, that Kurt is located in Chicago, and exchanged some of the Great Lakes weather dynamics, as it were, which are a constant topic of conversation. You’ve spent a long time in the industry, most recently running global channels at Trellix, where you made it to SVP. You’ve done Check Point, Mimecast, Blue Coat, FireMon. What was it about this moment and about KnowBe4 specifically that made you say, “Yeah, this is the next fit?” **Kurt Mills:** Yeah, well, let’s start by saying when you mention all those, it makes me feel a little bit old, Robert. But yeah, 25 years in the industry, and you learn a lot over that time. I will say it’s gone fast. But when I say you learn a lot, you learn a lot about the type of cultures, the leadership and the opportunities that you want to participate in. And for me, that means it starts with leadership. Having the opportunity to work with Brian Palma, our CFO and a few others here, again, was a really exciting opportunity for me. When you take that and you really look at the bones of this company and the opportunity to scale through a billion dollars, that’s what I like to do. I like to find companies with good bones, and maybe, Robert, they have just a lever or two that they need to pull to get to that next level of growth. And in many cases, that comes from the channel. **Robert Dutt:** How much of your job do you see as kind of preserving what works there versus looking for those opportunities to find the scale? I’m just curious because KnowBe4 has traditionally had that kind of identity as Stu’s company, with Kevin Mitnick as the face. Now Brian’s been in the chair for a while — I know a familiar face to you — and you’re coming in as channel chief. I’m curious where the balance between optimize for scale and maintain the founder’s company kind of sits for you right now. **Kurt Mills:** Yeah, well, like I said, they’ve done an amazing job as far as good bones, getting it to a certain point. But as you know, there are certain levers when we talk about channel where the growth started to slow down a little bit with the model they had, which was very much an inside-out type model. In the worlds that I’ve come from, you have to be present to win, and that’s a big part of it. But ultimately it is a balance, because I don’t want to distract from the great amount of energy this company has. It’s very infectious. I’ve had the opportunity to spend time in our Clearwater office as well as our D.C.-area office over the last few weeks, and it just blows me away how much energy there is through that place. It just kind of resonates. So I want to make sure I maintain that, with the idea of evolving the company in such a way from a channel perspective that we are really improving our coverage, bringing in certain best practices from the industry. I had a background in Mimecast, as you highlighted, and so I was used to working against or competing against KnowBe4 in the past. And I think what we did very well in my past days is make sure we had the right partners selling the right solutions to the right customers. But we also made sure we focused on the right partners and had the coverage, as far as being available and present from a channel perspective, and then really the enablement piece. Weaving those pieces in, if you will, Robert, to complement what was already going on here as a company. **Robert Dutt:** At Trellix, you were there in the aftermath of the big merger of McAfee and FireEye coming together, trying to build a unified channel, unified story out of those pieces. KnowBe4 is a very different kind of situation. It’s one product line, very strong brand recognition, but maybe the challenge is around building that enterprise channel over time. Without asking you to choose which of your children you love the most, which challenge do you prefer? **Kurt Mills:** Again, there are a lot of similarities between the two, believe it or not, although they came to where they are in very different fashions. In both cases, they needed to evolve as a company. One was taking two giants together and trying to integrate them, and there was a lot to do there. In the case of KnowBe4, they are adding solutions to be what we’ll call a fully integrated solution. But in both cases, it’s really a matter of: how do you do that? I wouldn’t say there’s a favourite one over the other. I’m here at KnowBe4 now, so that’s where I’m excited to be. But when all is said and done, it’s about how do you evolve a company and move a ship in the next direction. **Robert Dutt:** Speaking of that evolution, the language or the message of the company has shifted a bit of late. Security awareness training used to be the byline, the mantra. Now it’s much more about digital workforce security, securing humans and AI agents. For Canadian partners who are listening, what does that mean in terms of how they position you to their customers? Is this still kind of a compliance checkbox kind of sale, or do you see the conversation moving up the stack a bit? **Kurt Mills:** Let me start by going back to the whole Trellix thing. It’s always still about where, how and when do you win, right? When you’re talking to partners, the speeds and feeds are interesting, but they really want to understand how you win. And so that’s the really big component of what we’re trying to do here as we move the ship. As it relates to the Canadian partners, it’s how do you leverage all different types of routes to market? I know from working in Canada for many, many years, it’s not just about the reseller community. It’s about the MSPs, how you leverage the hyperscalers, for instance, like AWS and others, as well as distribution. And so there is an opportunity here at KnowBe4 to make sure we are leveraging all these different channel routes to market, those levers, if you will, to make sure we get to a point here, hopefully early in the new year, where we’re really focused on scale, leverage and growth. What I’m trying to do, Robert, between now and then is set the table to serve up dinner for our Canadian partners, as well as our partners globally. **Robert Dutt:** Speaking of the Canadian market, from what I can see, Canada represents around five percent of the customer base. The Canadian channel market, as you suggest, is very heavily MSP-driven. A lot of mid-market and SMB customers, obviously given the nature of the nation. How are you thinking about Canada? Is this kind of a mini-America market, or is there a distinct strategy, programs, maybe distinct distribution for Canada that fits because it is a little bit different than just take the American strategy and shrink it? **Kurt Mills:** Yeah, and again, I don’t know if there’s an American strategy versus a Canada strategy, but I’ll go back to my original comments: you’ve got to be present to win. Certainly in Canada, the relationships ar