idea is to have Chat GPT write more content and fill more inboxes. The other is to engage the buyer. In all of the email marketing, why isn’t there an emoji choice asking, “Is this useful/not?” That feedback alone would answer two questions: did they read it and was it useful. The best content revolves around the customer – reviews, use cases, success stories and ROI studies. This content is harder to produce because the vendor has to interview and leverage the customer for that information. As the technology gets more me-too, the use cases will be most helpful when they describe ways that the technology moves a business forward. We saw this with many COVID use cases for AI, SD-WAN, CCaaS and CPaaS. It allows the buyer to see the product in action. It makes it concrete. A lot of these decisions are “big.” Which communications platform to choose for the whole org? What customer experience software will we pick to migrate to in order to reach our company goals? Which vendor do we pick for edge and security? These are tough decisions, especially with cutting edge technology and when you are migrating to a new platform. It is no small project to move 400 users off a hodgepodge of UCC applications onto a new full stack solution. Integration, porting, training, telephony and other issues are attached to the decision to move to a new platform. To some extent, this is why large enterprises are still sitting on Avaya. The cost to move is just too high for someone to make that decision. While macroeconomic factors weigh in on decisions in Q1 of 2023, there is still opportunity in telecom expense management as well as software license inventory. Helping businesses get a handle on the number of software licenses they have can open an opportunity to consolidate all of that to one platform for the partner or to one full stack software that would provide similar features. This year will bring as many challenges as 2020 did but in a different way. The economics will trip some up, but so will the pace of technology advancement. Schools and courts are coming to grips with artificial intelligence such as ChatGTP. As security advances, so do the cyber-criminals. When evaluating cloud contact center, it isn’t about the brand so much as the capabilities that the business can leverage, which may come from a smaller player. This can be overwhelming for a partner, but it is even more overwhelming for a buyer. That’s why status quo wins much of the time. The cost of change may be too big of a risk. Partners can bring experience to bear to help alleviate that indecision. And those success stories and use cases again can be a factor in decision. o Peter Radizeski is president of RAD-INFO INC., a telecom strategy and marketing consulting agency. He is a sales trainer, writer, consultant and speaker. He is available to speak at your events on channel, marketing, strategy or sales. 39 JANUARY - FEBRUARY 2023 | CHANNELV ISION
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