EMERGENT Economic turmoil demands that resellers and channel partners keep renewal rates high, thrill existing customers and create new partnerships to help their organizations endure. Accomplishing these goals requires talented professionals in sales, marketing, customer success and operations working closely together — sometimes under enormous pressure. Unfortunately, too many smart companies are making the questionable decision to reduce these teams. Tech layoffs in 2023 have already doubled the 2022 total, according to Crunchbase figures, and we still aren’t through the last fiscal quarter of the year. The relentless pursuit of operational efficiency has led us here — to a place where letting go of talent and experience is seen as the best strategy to balance the books. As a result, those that remain are stretched thin and the entire organization suffers as a result. Channel leaders who continue cutting jobs create disadvantages for themselves and partners downstream. A successful strategy isn’t about shedding talented professionals who are masters of their customers’ install bases and impart institutional knowledge — it’s about adding automation and tools that make existing teams more efficient and focused on driving business. How automation solves long-standing channel challenges Investing in automation is a sound strategy no matter the economic climate, but it’s particularly helpful during uncertainty. Resellers and channel partners face unique hurdles when revenues decline. Ensuring their own sustainability while providing value to both vendors and customers is a delicate balancing act. Automation helps strike this balance and can make a huge impact on how they work through some of the most challenging aspects of their jobs. AUTOMATIC UPGRADE The problem-solving power of automation for channel partners By Scott Frew 12 CHANNELVISION | SEPTEMBER - OCTOBER 2023
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