Why Security Integrators Are Leading with Verkada
Idan Koren
Chief Marketing Officer
By delivering simple, scalable, cloud-first solutions, Verkada has positioned itself as a leading player in the enterprise cloud physical security industry as it accelerates adoption of the cloud. The following blog explores how security integrators that once competed against Verkada are now leading with Verkada and experiencing growth of top line revenue and profitability while delivering a superior customer experience.
Win More Deals & Increase Bottom Line
Estimated 20% in time savings on installation of deployments (see table below)*
Verkada’s security infrastructure enables partners to deploy, install and configure devices at scale efficiently. By eliminating the need for on-prem servers (e.g. NVRs) and automating the configuration of devices on the network, partners can save roughly 20% of the time on each deployment. There’s no longer a need for a programmer to solve for configurations while the engineer installs cameras.
“I’ve been in this industry for a long time and so has my team. The exciting thing about Verkada is its simplicity. We’re doing more volume because the product is easier to install.” — Michael Miller, Founder & CEO of TWG Security
Speeding up installation time and streamlining deployment configuration allows security integrators to:
Win more deals by passing installation time savings to customers.
Take on more simultaneous projects without increasing headcount and maintain a focus on growing sales.
Accelerate closing deals with trial security devices that don’t have complex infrastructure.
Improve profit margins per installation.
*The table below shows a comparison of the estimated billable man-hours needed to fully deploy 1,000 video security cameras across 20 sites with Verkada versus a traditional on-prem solution.
“I had a huge ‘a-ha’ moment when I received all the Verkada equipment. I set everything up in about 15 minutes with no training, just using my cell phone.” — Michael Monsive, ASAP Security Services
The SaaS Maintenance SKU
Maintenance of traditional security systems has been seen as a reliable revenue stream for integrators but in practice often results in a frustrating cycle of quotes, service calls and the financial risks involved with upholding high Service Level Agreements (SLAs). Customers often delay fixing issues like dirty lenses, offline devices or troubleshooting servers because they aren’t always proactive and dread another sales cycle.
Verkada integrators have created a new service by introducing an annual SaaS maintenance SKU. This SKU encapsulates Verkada’s annual software license and provides proactive maintenance to the end-customer. With software tools that provide partners real-time notifications for offline devices or remote access to view dirty lenses, partners can proactively solve maintenance issues often before their customer even notices. Verkada’s support team works with partners to solve many issues brought up in several minutes and Verkada’s warranty program makes hardware replacements predictable and fast (often overnight).
This is crucial because it improves customer satisfaction of the deployment experience and peace of mind. This new upfront maintenance SKU boosts the take rate of these services for partners, provides the necessary capital for partners to roll over their next Verkada annual software purchase without locking up more cash and gives them a new recurring revenue stream with high retention rates.
New Leads and Access to New Products
Verkada operates like a modern SaaS company with a strong inside sales organization and a robust marketing team. This provides security integrators with more net new business than many other manufacturers.
“The amount of leads we get from Verkada is vastly greater than anything we've ever gotten from our other partners.” — Patrick Chown, President of Safe and Sound Security
Verkada has expanded the product scope of what traditional security integrators can offer. With 6 product lines - video security, access control, alarms, visitor management, air quality sensors and intercom - security integrators have additional opportunities to enter new accounts or upsell existing customers.
Lean on Verkada's Sales Teams
Verkada’s approach to partner success starts with the products themselves. They’re designed to support a smooth sales cycle with a streamlined trials process, fast installation, and clear upsell opportunities.
Verkada’s streamlined sales structure allows partners to work with a single point of contact who supports them across products, features, and sites - enabling efficient quoting, cross-product demos, and reduced friction throughout the sales process. This simplicity, from transparent pricing and robust partner tools to Channel Sales Manager alignment, continues to drive partner success as Verkada’s sales culture evolves to support joint business growth.
“My experience has been that when you align with Verkada’s Account Executives, they become like another ‘A’ player salesperson on your team. We've won six and seven-figure projects because of Verkada salespeople helping us build value with the customer in ways other manufacturers don't.” — Patrick Chown, CEO of Safe & Sound
The same simplicity applies to pricing. Verkada’s model typically involves a software-SKU and a hardware-SKU since all its cameras come with the proper conduit inlets built in. This simplifies the quoting process, and makes it easier for the end-customer to understand, which accelerates the sales cycle.
Instead of having a vast array of camera configurations, multiple part numbers per configuration (lenses, IR, indoor versus outdoor) and the additional mounting parts, adaptors, dome covers associated. This complexity also extends to feature licenses, often requiring multiple licenses for analytics or license plate recognition (LPR). As a result, partners and customers are frequently left navigating massive quoting catalogs that few can easily interpret.
Verkada easily lets security integrators grow their business by operating more like a modern SaaS company with a strong inside sales engine, robust marketing support, and its cloud-managed platform that appeals to the modern IT customer. With six integrated product lines, including video security, access control, and newer categories like air quality sensors and visitor management, integrators can confidently open new revenue streams, upsell existing customers, and stay ahead of the physical security curve.
“Having Verkada’s marketing and sales machine drive business to us has been key. With other manufacturers, we got very few leads so we had to spend way more on GTM to be able to grow, which is slow and an additional expenditure to us.” —Michael Monsive, ASAP Security Services
Use Verkada's Partner Portal, Resources and Tools
Within the Partner Portal is a continuously evolving set of resources and tools for Verkada partners that make the sales and learning process even easier for everyone.
The Verkada Store (vStore): a self-service e-commerce portal where authorized partners can immediately purchase any Verkada products directly, with or without a sales rep.
Here’s how it works:
Site Planner: This tool gives the partner the ability to upload a floorplan and scale it properly. They can customize and streamline a site-walk using the right products and settings in place for the specific customer’s needs and priority use cases. Site Planner makes a site-walk and creating a bill of materials bought via vStore or shared externally, a seamless experience.
Here’s how it works:
Partner with a Proactive Channel Sales Team
Channel Sales Managers (CSMs) take a proactive role in supporting security integrators. They work hand-in-hand with their partners and collaborate on strategy, pipeline, training, and go-to-market efforts, far beyond basic account support. This high-touch approach stands apart from Verkada’s competitors where CSM engagement can be reactive, infrequent or feel transactional.
Deeper Commitment to Security Integrators
While progress has been made in strengthening collaboration and relationships between sales and partners, there’s still room to deepen trust and build a culture of long-term partnership.
In 2024, Verkada relaunched the Partner Program with clearer tiering, new incentives, and a stronger focus on security integrators offering end-to-end services.
The new program also introduced a “Plus Partner” designation, which provides higher reseller margins through deeper deal registration discounting for security integrators to help drive profitability and some form of selectivity. Verkada plans to continue to update its partner program at a rapid pace so that security integrators can benefit more from the partnership and have higher partner satisfaction.
Learn more about Verkada’s Partner Program.