First time ever. In CRN's Annual Report Card, security scored higher than hardware as the top technology category in the channel. This isn't a blip. It's been building for five years and it finally tipped.
What does that mean if you're actually carrying a bag? It means if you're selling networking gear and not wrapping security around it, you're walking away from 40% of the deal. I see it constantly. Firewall conversations should lead into endpoint. Endpoint into identity. Identity into exposure management. These aren't separate deals anymore. They're layers of the same deal, and the rep who sells all the layers wins.
If you want a specific play: CrowdStrike Falcon for endpoint, ServiceNow for exposure management. ServiceNow just bought Armis for $7.75 billion, which means they're about to own the OT and IoT security layer too. Get certified in both now. The partner programs will tighten once everyone else figures out what I just told you.