Succeeding in an unprecedented time in channel.
End-user demand for cloud services is growing as CIOs look for ways to drive greater value into their IT, save on costs, and implement self-directed, scalable, agile technologies to meet their business demands. Hewlett Packard Enterprise estimates that 26% of all IT workloads will be migrated to an “as a service” consumption model by 2019.
The new norm is that the customer’s environment is virtualized. Manufacturers realize it is indeed a software driven world. They are taking hardware and turning it into software. Carriers, while late to the game, are doing this, too. They need more higher margin technology other than circuits and they’re turning to the edge to do it. The indirect channel landscape is rapidly changing for everyone from distributors, to resellers, service providers and ISVs. Pure, born in the cloud vendors are emerging and traditional telecom service providers are releasing new cloud products to the channel to further capture market share.
Selling partners must adapt to this new cloud reality. The good thing with cloud is that customer purchase behavior is different. With support, training and consultative work being part of cloud and SaaS solutions, customers no longer want to buy direct from where the tech comes from, but instead the service. The amount of new technology sold in the channel is exciting, and selling partners have an enormous opportunity to become instrumental in advising where to get that service.
The key to a selling partners’ success is to identify the customer’s business objectives/challenges and the software they’re using to accomplish/solve them. So how do our various selling partners adapt now that we’re able to sell more than we ever have before? The answer lies in adjacent technologies. What you already sell, can easily translate into a managed or enhanced connection to the cloud.
Traditional PBX guys can step into a number of leading SaaS platforms through out of the box UCaaS solutions and begin to grow relationships again. Consultancies that already help with cloud infrastructure builds and applications, can complement their sales with connectivity that enhances performance, maintains compliance and improves the user experience. MSPs and VARs can take advantage of small and mid-sized businesses that transitioned to the cloud without an outside firm and hit bumps along the road. Network services providers should offer up managed cloud environments like Oracle, SAP, AWS or Azure.
Traditional out of reach enablement strategies empower selling agents to stitch their customers’ multiple clouds together or advise on how to deploy tech in various cloud environments. These solutions position the agent to be fully entwined in business operations as CIO begins to realize greater cost-effective and efficient infrastructure management, data solutions, system readiness and improved or enhanced access along with disaster preparedness. Business’ digital transformations are real opportunity for channel partners to flex their consultative muscles. Advising on cloud services sets the partner up for long-lasting relationships.
Engage your TBI Channel Manager and our Solution Engineers to further discuss cloud enablement strategies and opportunities within your customer base.
About the Author
As Director of Marketing at TBI, Cohen is responsible for managing TBI’s marketing communications and implementing multi-channel branding and press strategies. In addition to driving TBI’s overall marketing strategy, Cohen directs both internal and external communications to ensure the delivery of valued products and programs to providers and partners alike. You can contact Corey at firstname.lastname@example.org or connect with her on LinkedIn.