63 2024 DIRECTORY | CHANNELVISION Snom is making a series of groundbreaking changes to the way it does business, all in the name of rebuilding the channel and its presence within it. Throughout much of this year, many of Snom’s long-term goals have largely centered around two tenets: (1) Strengthening the channel in any way possible and (2) Reinforcing how it enables all of the pieces that are a part of it. Following up on the hiring last March of Marc Magliano as vice president of the channel business, Snom Americas, the company has been moving at a truly accelerated pace. An initial phase of this rebuild has centered around building out the channel in new and exciting ways, enticing new partners with opportunities that have never really previously been offered. After all, as Magliano recently stated, “Snom sells with you, not at you.” There also has been a renewed focus on rebuilding distribution channels within Snom, a decision that requires that the company be properly aligned with its partners, providing them with access to the complete portfolio of options and tools that they need in order to succeed. There’s also been a massive realignment to allow Snom to focus more directly on its ongoing distribution relationships. During the course of 2023, Snom emphasized rounding out that team with other new hires that can help it to better address the complicated demands of the channel. These include Julie Smith (channel marketing manager) and Vincent Gianfrancesco (channel account manager). Recently, Snom also rolled out its new MSP/ITSP “Feet on the Street” program to focus on driving distribution awareness. “Feet on the Street” is part of Snom’s new, widespread MSP enablement strategy, which includes a significant number of structured programs that are designed to better meet the complex, alwayschanging needs of both managed service provider and internet telephony service provider partners. There are also plans for new vertical targets and channel program options in 2024. Specifically, Snom is rolling out more programs that will offer targeted support to the channel in a myriad of ways. Among them are new focuses on enriched education and other thought-leadership programs, including through new podcasts, webinars and other multimedia assets. Plus, there have been newer marketing efforts that are designed to promote and drive SNOM’s brand awareness, moving forward. One such instance is a series of local events in Canada in 2023 aimed at helping potential partners to get to better know Snom. “Snom is a different kind of manufacturer, a different kind of vendor,” said North America channel director, Antoine Karachekhlian, during a recent episode of the Snom at the Show podcast with Douglas Green. “We are people people. We can be reached. Anybody can have a conversation with us.” After all, Snom is emphasizing unfettered team access and topnotch teamwork at a time that it feels other companies are becoming more unreachable. As it embarks on the new year, there is a lot of excitement for the Snom team (and, by extension, its partner base). 2024 should be a year of tremendous growth for the company as it continues to evolve and reach into many of the new strategic aims that it has established. The new year should also bring a lot of new victories centered around executing on – and even exceeding – these plans. o To become an authorized Snom channel partner, visit www.partner.snomamericas.com/become-a-partner. Snom Braces for 2024 With Increased Focus on the Channel Marc Magliano, Snom’s new VP, channel business
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