Partners Compete for Cloud Migration Revenue
**Editor’s Note: Click here for a list of 20 top UCaaS providers offering products and services via channel partners.**
Cloud transformation has been all the rage over the last three years, but the topic still confounds businesses and the solution providers that help them.
David Hauser, PlumChoice‘s vice president of cloud, has a few things to say about how partners can use cloud services to help their customers and stay “sticky.”
Hauser will lead an education session titled “Cloud Transformation: Is Your Business Keeping Up?” part of the cloud conference track at the Channel Partners Conference & Expo, April 17-20, in Las Vegas.
We chatted with Hauser about what partners can expect from his talk.
Channel Partners/Channel Futures: What is one major obstacle that exists in the cloud market today?
David Hauser: The convergence of IT technology has accelerated as the technology becomes increasingly cloud-based. As a result of this acceleration, organizations have struggled to meet their business requirements and defaulted to simply purchasing discrete products and services. This strategy fails to effectively marry products and services together, resulting in the end customer becoming stalled while trying to fully deploy and leverage the technology, which in turn results in wasted expenditures and dissatisfaction with suppliers.
Customers need services integrated with and wrapped around IT technology – accompanied by skilled support staff – in order to provide a complete solution that ensures easy deployment, allows for full leveraging of the technology and maximization of their technology investment, and ultimately meets their business requirements.
CP/CF: How can channel partners address that problem?
DH: The value that channel partners bring to the industry is more important than ever before. Channel partners must identify and create their own unique intellectual property, and partner with organizations that have complementary services, in order to have a comprehensive services portfolio that delivers valued resources and expertise that the end customer demands and requires.
CP/CF: What’s one thing you hope the audience will take away from your conversation?
DH: The takeaway for the audience is to understand that decisive action must be taken. If they fail to act, other channel partners will step in to fill the void, and partners that fail to act will lose customers and/or new business as cloud technology continues to accelerate in availability and feature sets.
There are five key steps that each channel partner must address:
- Determine the service opportunities within your target market — put another way, ask yourself: “What do my customers ultimately need from their cloud investment?”
- Identify the services you have in-house today and which service offerings you can easily and quickly develop internally.
- Develop key supplier partnerships for the remaining services you have identified to round out your services portfolio.
- Build and continuously train your team around the unique competencies required to position, sell and deliver the services.
- Continue to innovate and design services (with your service supplier partners as well as internally) as market requirements dictate.
By following these five steps, you will become trusted advisers — having successfully created differentiated services that provide you with the capacity to acquire new business along with a long-term stickiness approach that will allow you to retain, defend and grow your customer base.