The Changing Value of Distribution

The panel of execs at Channel Partners Europe also tackled the role of distribution.

Vonage’s Wilson said distribution has been critical for Vonage’s growth since landing in the UK channel in 2019. “For us to start up the channel, to scale the channel distribution is absolutely key.”

But with Vonage being a SaaS vendor, what does that mean from distribution point of view?

“That means we were very much extracting value from the partner relationships, making connections with those partners and ensuring that we have relationships that are beneficial from an agent perspective … A true mutual partnership is hugely important to us. That’s where we’ve found that distributors have been able to help us the most,” he said.

“Being able to make a connection to those that are trusted advisers to their customers and being able to create a safe pair of hands, provide advice and guidance. But also bringing the right partners to the right vendor and providing and the right customer outcome that we’re all striving for.”