Mar/Apr 19 - ChannelVision Magazine

In a recent CompTIA survey, all respondents reported they are conducting at least some verti- cal industry work within their businesses. Three- quarters described that work as important. Of that 75 percent, almost half said their vertical business was very important. “It is most likely this group that has made a concerted effort to make one or more vertical in- dustries a strategic focus and a significant source of revenue,” the report says. “It’s important to note that many respondents that report doing vertical work may only be selling horizontal infrastructure solutions to a cluster of customers in the same in- dustry. This is not the same as becoming an expert in the applications and business processes that an individual vertical such as retail requires. That level of expertise is what truly comprises vertical industry focus and is what many ISVs, vendors and custom- ers are seeking in their channel partners.” Customer Driven The top reason why we are seeing increased ver- ticalization in the channel is due to customer demand for specialized services. A growing number of custom- ers are now seeking technology providers that have specific vertical industry portfolios and skills. Vertical Leap T he practice of shooting from the hip selling generic voice and networking solutions at low prices is becoming increasingly less relevant. The business IT and communications market is becoming increasingly complex and crowded. In response, many channel partners are scrutinizing horizontal sales strategies and embracing verticalization to differentiate their services and win more deals. By Gerald Baldino Core Communications 66 Channel Vision | March - April, 2019