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Hitting the Multilocation Mark
By
Tara
Seals
PROFILE
BullsEye Telecom is celebrating
the channel with an enhanced focus
on enabling partners’ businesses in a
swiftly evolving technology landscape
– especially when it comes to multilo-
cation customers.
More than 90 percent of new cus-
tomer acquisitions for the company
comes from its sales partners, and chan-
nel recruitment growth has increased by
an average of 11 percent in the last two
years, thanks to an ongoing strategy of
investing heavily into its channel pro-
gram. BullsEye also has increased the
size of the channel management team to
north of 10, which is the highest it’s been
in the company’s history.
As part of BullsEye’s core com-
mitment to its sales partners, Brian
Babich recently moved into a new
role with the company as vice presi-
dent of channel sales. The 22-year
telecom veteran, who has served in
both direct and channel leadership
roles at BullsEye, has advanced
some of the organization’s most
complex sales through partners. It’s
a move that’s in line with the Mich-
igan-based company’s continued
leadership in the enterprise multilo-
cation telecom space.
Through the company’s strategic
partnership program, it has imple-
mented business strategy sessions
that help partners determine their
goals and then develop a roadmap to
achieving them.
Part of this strategy also includes
offering relevant training in flexible ways.
Rather than simply hosting live webi-
nars, for instance, the company will re-
cord those events and then make them
available on-demand or via a podcast
for partners to listen to on their own, at a
time that’s convenient.
“We want to cater to our partners
and their time,” Babich said. “We want
to get the information out and craft im-
pactful stories in different ways.”
The company’s multilocation blue-
print, meanwhile, outlines BullsEye’s
four-step process to help these en-
terprises simplify and manage their
telecom footprints. BullsEye’s mantra
for these customers is “consolidate,
optimize, contain and evolve.”
“This blueprint breaks down how
partners can effectively manage and
advance multilocation opportuni-
ties,” Babich said. “It is really popular
with our partners, even among the
veterans. As it helps them navigate
through the sale with confidence.”
He added, “Typically, large en-
terprises don’t have a good handle
on their inventory. So there’s a lot of
potential waste – which is a powerful
starting point for us to make an impact.
From there we can discuss a strategy
for moving from POTS lines; and there
are a lot of huge customers out there
with store locations still on POTS.”
The problem, of course, is that
POTS lines are rising in cost, and
they could be shut down by the LEC,
continued Babich. “These custom-
ers have the opportunity to leverage
the functionality of VoIP to combat
this situation. We present them with
a strategy to evolve to this capability.
Through our VoIP solution, we offer
a great product based on our owned-
and-operated soft switch.”
BullsEye also will manage the
installation and perform a VoIP-
readiness test to support optimal
performance and generally mitigate
any billing and operational issues
that may sometimes be a potential
concern of having lost a carrier.
As the company remains steady in
its focus on the channel and its con-
tinued growth, Babich sees great un-
tapped potential in the non-traditional
agent space.
“Our multilocation blueprint strat-
egy has started to resonate well with
more value-added resellers (VARs)
and managed services providers
(MSPs), helping them achieve greater
penetration in their existing base,”
said Babich. “We’re focused on the
future while enhancing what we have,
with fresh leadership.”
To allow for the different partner
business models represented in the
program, participants can choose
from three compensation profiles,
on a deal-by-deal basis: gaining
commission upfront, in a residual
program or a mix of the two.
“Our partners are the soul of
what we do,” Babich said. “I could
not be more excited to see where
things go, as we continue to grow
and be the ideal partner for multilo-
cation businesses.”
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BullsEye looks to channel for success with
the distributed enterprise
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May - June, 2017
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