Are Partners Actually Using Highly Touted Tools from Their TSDs?

How often are partners using digital sales enablement tools and platforms from their tech services distributors (TSDs)? It depends on how you ask the question.

TSDs form a bridge between suppliers that provide as-a-service technologies and the technology advisors who sell to end users. However, TSDs have pushed back on the label of an intermediary, often highlighting what they do to help partners sell in a more consultative, efficient and professionalized manner. TSDs are hard at work building and expanding digital platforms that technology advisors can use to run customer discovery, vet potential suppliers and answer questions from prospective clients.

Many channel partners know of Avant’s Pathfinder app, which has seen numerous iterations over the years, and Telarus’ SolutionVue suite entered the scene last year with a series of new modules. With those products gaining attention in the marketplace, Channel Futures is examining the role they play in the everyday life of partners.

That conversation kicks off with a little bit of data.

The latest Q2 Channel Futures Partner Market Outlook survey asked technology advisors how often they leverage solutions such as Pathfinder and SolutionVue. Out of a small sample size of 34 respondents, 15% of partners said they use pre-sales tools in all or almost all customer engagements. Another 18% said they use them all or almost all of the time. But 24% said they rarely use them, and another 44% said they never use them.

However, there’s world of context behind these responses, and multiple partners and TSD executives weighed in on the nuances. Perhaps most importantly, the conversations with various stakeholders show that partners differ from how they view these TSD platforms, depending on their technological expertise, the customer segments they serve, their existing level of business with different TSDs, and the time they have in the day to learn new systems. And interviews with product leaders at Avant and Telarus shows how these companies uniquely position their sales enablement tools and platforms to partners and end users.

High or Low?

For many people reading those numbers, it came as a surprise to see 68% of technology advisors say they don’t use these products.

“As someone who uses their serviceability tools for almost every new customer site, I’m shocked. How else do people find out which internet providers are in any given building?” Adaptiv Advisors partner Ashley Rowland said.

Adaptiv Advisors’ Ashley Rowland

TeamKC Telecom owner Cynthia Ferrell registered similar surprise at the number.

“I use the heck out of my Intelisys tools. I have Compass, CableFinder and others open all day,” Ferrell told Channel Futures.

TeamKC Telecom’s Cynthia Ferrell

Procure IT managing partner Randy Jeter said that although the numbers appear low, they actually aren’t. And that’s because 40% of buyers already know the vendors and offerings they’re looking for, Jeter said.

“… they’re asking partners to source with a focus on creating a competitive bidding situation to get the best pricing and contractual terms. These buyers have done their research but don’t want to manage the process and head it up. This is a value-add to the buyer as most agents don’t charge a fee. About 15-20% are …