Technology advisors are increasing their cybersecurity sales as vendors and customers embrace a broker model, but their opportunities may narrow as they court larger businesses. The lion’s share of TA security sales has been through managed services providers. The enterprise market, where firms prefer point solutions they can manage, remains a challenge. “When I run into somebody who says, 'We want to do it all; we're all inside,' that's a tough sell as an advisor,” Cloud Communications Group CISO and AI Practice Lead Mike Stute told Channel Dive. The TA channel has a limited set of unmanaged point solutions. Legacy cybersecurity vendors historically went through resellers rather than brokers. However, the TA vendor line card is loaded with end-to-end managed security service providers for customers who want to hand over control. TAs are left with three options: clamor for tech services distributors to sign security software providers, sign direct agreements with those providers, or wait for big logos to warm to co-managed models. A segmentation problem The self-management barrier is an enterprise problem, as managed and co-managed models dominate among small and even midmarket customers. A recent Cynet survey found that 71% of SMBs use MSPs for security, with co-managed the most common strategy. Team KC Telecom Founder Cynthia Ferrell said the firm almost exclusively recommends MSSPs to its midsize client base. Although clients in the 200- to 250-employee range often balk at MSSPs charging up to $50 per endpoint per month, they lack the staff and expertise to do it themselves. “At best, I have a network sysadmin and an IT manager,” Ferrell said. “Sometimes I just have one person doing all of that. I tell them, 'You absolutely do not have the time to manage this when you're wearing 27 hats. If you're going to pay for managed