Playbook Volume 11 - ChannelVision Magazine - Digital Transformation

marketing. Really though, they are hoping that the marketing cre- ates demand for their products. So now the channel must become the marketing and sales arm of the ven- dors. That’s not really how the big boys – Cisco, Dell, HP and Microsoft – have done it in the past. With new technologies such as the Internet of Things, the solutions need to be turnkey. One hurdle to selling cloud communications is that the solutions require a lot of pre-sales and post-ink work – collecting data and preparing for implementation. This isn’t the mod- el of the traditional telecom agent. That is more like what systems in- tegrators and inter-connects (PBX) did (and charged for). There are marketplaces for cloud applications, AI and more from Ingram Micro, SaaSMax, Ap- pDirect and other vendors. This is a twist on any partner business model. This isn’t like selling Microsoft or IBM licenses where the buyer has a general idea what they want or need. Or where the partner understands what the application is capable of and how it is deployed. People talk about API like it is as simple as logging in to get two programs to speak to each other. It is not that simple. That’s why most platforms are looking for ISVs now. These are the folks that make the APIs work. It is this complexity of the new technology that is preventing the channel from embracing it. When you are 20 years into your run as a partner and the sand is shifting so fast under your feet, you have to make a big decision: either continue your current path, exit or pivot. After Microsoft took SBS and Exchange from partners, about one-third pivoted to other things. With Cisco shifting to Webex and software, a portion of those partners have embraced other vendors. Dell, IBM, HP and other big vendors have all been through significant changes in recent years that have had an impact on the partners, as well. Pivoting a business is hard work, and it doesn’t always work out (ask Cbeyond or Windstream). When the business model based on CAPEX and maintenance declines faster than the revenue can be replaced by selling recurring revenue streams, what is a business owner to do? This is where the channel is right now: in the midst of a cross- roads of ignore them and keep on doing what you are doing, exit somehow or pivot. o Peter Radizeski is president of RAD-INFO INC., a telecom strategy and marketing consult- ing agency. He is also author of five books and available to speak at your events on channel, mar- keting, strategy or sales. OneStream Networks and Cisco Webex. Better together. Eliminates the cost and complexity of managing an on- site phone system Offers comprehensive PBX features and a phased approach to cloud migration Enhances experience for mobile users to be more productive anywhere Get to know A cloud-based phone system optimized for the enterprise. Webex Calling Meet face to face. Wherever you are. Mobile app allows instant access to participants’ background and company Screen sharing and meeting recording keeps everyone on the same page Host events, train your team, and support your customers - all in Webex Meetings Share files or drawings - a sketch can convey an idea better than words Teamwork makes the dream work. Speed up projects, build relationships, and solve business challenges Send critical information via direct and team messages, all stored in one place Teams Contact Center A contact center for the enterprise. Unified Contact Center Enterprise helps you deliver proactive and highly personalized customer experiences for contact centers with up to 24,000 agents Comprehensive reporting gives you the business intelligence needed to optimize your contact center’s performance Partner Premier Certified Cisco AMs, VARs and Resellers, contact OneStream Networks today! +1(585) 563-1850 sales@onestreamnetworks.com www.onestreamnetworks.com 29 THE CHANNEL MANAGER’S PLAYBOOK