https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
  • MSP 501
    • Back
    • Complete 2023 MSP 501 Rankings
    • 2023 MSP 501 50-1
    • 2023 MSP 501 100-51
    • 2023 MSP 501 150-101
    • 2023 MSP 501 200-151
    • 2023 MSP 501 250-201
    • 2023 MSP 501 300-251
    • 2023 MSP 501 350-301
    • 2023 MSP 501 400-351
    • 2023 MSP 501 450-401
    • 2023 MSP 501 501-451
    • NextGen 101 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Channel Futures 20: Top Tech Providers
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2023 Editorial Calendar
  • Awards
    • Back
    • 2023 MSP 501
    • 2023 NextGen 101
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Technology Advisor 101 (TA 101)
    • Channel Leaders Lists
  • Events
    • Back
    • 2024 CP Expo Call for Speakers
    • Channel Futures Leadership Summit
    • MSP Summit
    • CP Conference & Expo
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
  • MSP 501
    • Back
    • Complete 2023 MSP 501 Rankings
    • 2023 MSP 501 50-1
    • 2023 MSP 501 100-51
    • 2023 MSP 501 150-101
    • 2023 MSP 501 200-151
    • 2023 MSP 501 250-201
    • 2023 MSP 501 300-251
    • 2023 MSP 501 350-301
    • 2023 MSP 501 400-351
    • 2023 MSP 501 450-401
    • 2023 MSP 501 501-451
    • NextGen 101 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Channel Futures 20: Top Tech Providers
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2023 Editorial Calendar
  • Awards
    • Back
    • 2023 MSP 501
    • 2023 NextGen 101
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Technology Advisor 101 (TA 101)
    • Channel Leaders Lists
  • Events
    • Back
    • 2024 CP Expo Call for Speakers
    • Channel Futures Leadership Summit
    • MSP Summit
    • CP Conference & Expo
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Agents
  • Cloud Service Providers
  • Channel Partners Events
 Channel Futures

Technology Solutions Brokerages


Do Master Agents Need a New Name?

  • Written by James Anderson
  • June 3, 2021
Does the term "master agent" carry racially insensitive connotations? Or is it just not a good fit?

Partners say antiquated and inaccurate language paints the channel in a negative light.

CF Signature Series StampMaster agent leaders are reckoning with the racially charged power dynamics that the word “master” connotes. Meantime, members of the agent channel are discussing how traditional terminology and branding poorly communicates their value to potential partners and customers.

Should we just call master agents “distributors”? We ask that question in part two of our series.

The term “master agent” exists all through the channel. A simple review of LinkedIn profiles demonstrates its widespread use, and a Google search produces approximately 1.3 billion results. But master agent executives are joining vendors and subagents in expressing discomfort with the term.

TBI’s Geoffrey Shepstone

“It’s always been a little uncomfortable, but the industry named it that,” TBI president Geoff Shepstone said. “We just went along with it. It has always been a little creepy in a way.”

For Shepstone and other channel partners, the creepiness comes from the implication that the master agent owns, or in some way takes priority over the agents it serves. Moreover, Shepstone said the term has created a stumbling block for people who haven’t grown up in the channel.

“I can remember trying to describe what I do to family members, and as soon as I say ‘master agent,’ they’re like, ‘What?'” Shepstone said.

Dalyn Wertz, executive director of Comcast Business’ indirect channel program and marketing, said she and her team have considered moving to the term “primary agent.” She said “master agent” creates confusion for anyone who works outside of the channel.

Comcast Business’ Dalyn Wertz

“[Outsiders] seem very surprised when they hear us use the term ‘master agent,’” Wertz said.

She noted that various industries have removed the word “master” from their branding. For example, debate has erupted over the more than 67,000 U.S. patents that contain the pairings of the words “master” and “slave.” But even more innocuous terms, such as “master bedroom,” have undergone a makeover.

The words “master” and “slave” have been used for decades in computing, in situations where one process or entity controls another.
Now, the Black Lives Matter movement is prompting renewed scrutiny of diversity and equity in tech—including its vocabulary. https://t.co/OFnhge15P0

— WIRED (@WIRED) July 6, 2020

Channel Futures interviewed more than a dozen people about what the term master agent means to them. Less than half called it racially insensitive, but everyone agreed that we should standardize a new name. “Master agent” – offensive or not – doesn’t accurately describe the channel, they said.

McMillan, Kelli_ Five9

Five9’s Kelli McMillan

“It’s an old, antiquated terminology that doesn’t fit anymore,” said Kelli McMillan, national partner manager at Five9.

Offensive?

One source, who asked not to be identified, said the term “master agent” evokes the disturbing history of American chattel slavery. The source said it’s difficult to hear “master agent” and not associate it with the violent system that sought to strip Black people of their dignity and personhood.

The person, who works for a large carrier, said context makes a big difference when we talk about the word “master.” For example, a Masters degree and the Masters golf tournament don’t carry the same heavy implications.

“It’s not the word ‘master’ per se. It’s the context of how it’s used. And certainly when I hear ‘master agent’ and understand the relationship between a master agent and the subagents, I [think], ‘Oh, that more than cuts close. We can do better,’” he said.

He suggested “executive agent,” “lead agent” or “primary agent” as easy replacements. Yes, outdated terminology might linger in long-term contracts; however, he said we need to start with changing our verbal communication.

“Frankly, those contracts that sit in files or in digital storage don’t necessarily offend people. They don’t jump out of a computer and speak. It’s the words we use every day,” he said.

Listening

White, Dante_ Xposure

Xposure’s Dante White

Dante White, a member of the Xposure Inclusion and Diversity Council, said that some people might not see a problem, but he would rather lean on the side of the person who takes offense.

“I think what people should focus on are the voices that people need to hear,” said White, who suggested “principal agent” as a replacement. “And if somebody says that something is not appropriate, then we should probably listen.”

Athenium's Jolene Langford

Athenium’s Jolene Langford

Jolene Langford, who runs Portland, Oregon-based consultancy Athenium Technology Group, said terms like “master agent” and “subagent” imply a power dynamic.

“My personal resistance to the term is that a master is someone with authority and a sub (which is me) is a subordinate,” Langford said. “This just isn’t a great way to describe the ‘partnership’ between the parties. As an independent business owner, I don’t answer to anyone but my clients, and no other entity has authority over me or my business.”

Semantics?

Jamaal Savwoir, who leads 8×8’s channel sales engineering team for North America, EMEA and Asia Pacific, said the term “master agent” bothered him less and less as …

  • Page 1
  • Page 2
Tags: Agents Channel Chatter Best Practices Business Models Channel Convergence Distribution Diversity, Equity & Inclusion Strategy Technology Solutions Brokerages

Most Recent


  • Ingram Micro Staff Assist helps with staff augmentation
    Ingram Micro Staff Assist Gives Partners Staff Augmentation Option
    "Ingram is trying to fill what we feel is a gap in the market to help our partners continue to grow," the distributor's VP of services said.
  • Twenty, 20, SD-WAN providers, email security
    CF20: 2023's 20 Top Email Security Providers You Should Know
    Fortinet is here. So is Barracuda. See who else made this prestigious list and why.
  • Surveys say VMware losing customers
    Is VMware Losing Customers with Broadcom Buy Imminent? Surveys Say Yes
    End users fear Broadcom will raise VMware prices. So, they’re looking to leave, say ShapeBlue and VergeIO.
  • Security operations capabilities for Exabeam
    Spotlight23: Exabeam Rolls Out AI-Driven Security Operations Capabilities
    Exabeam is now leveraging generative AI in its cloud-native SIEM.

5 comments

  1. Avatar Mark Adams June 9, 2021 @ 5:45 am
    Reply

    Should you wish to be politically correct then yes it should be changed. We sanitize things down to a generic term because it is to descriptive.

    Almost everything is looked and scrutinized under the lens of racism. Master Agent defines the agency holding all the contracts for other agencies. Not something of a dominant force subjugating all other agencies and consultants under them.

    Political Correctness is alive and well in all industries including this one. If there is a change “Primary Agent ” is suggesting then that Partners are lesser agencies or secondary agencies.

    If the Politicallg Correct want a change try something like ” Holding Agency” denoting they are holding all the contracts for those in the Indirect Channel.

  2. Avatar GTR June 9, 2021 @ 5:46 am
    Reply

    I really do not care what it is called, my “Master Agent” pays me a lot of money. However, I wonder how people come up with this stuff, do they just sit around all day thinking of the next ridiculous thing to complain about. The term has nothing to do with slavery unless you want to make it about slavery. Focus on your faith, focus on your family, focus on your life and quit thinking everything that was done yesterday was done to put down or control people of color.

  3. Avatar Jim VanBoven June 9, 2021 @ 6:28 am
    Reply

    The term Master Agent does not bother me one single bit. So tired of the WOKE. What a joke.

  4. Avatar Jeffrey Dalby June 9, 2021 @ 8:57 am
    Reply

    Absolutely ridiculous to say Master Agent is racist. Leave it the way it is.

  5. Avatar RND June 10, 2021 @ 11:04 am
    Reply

    The whole issue of the pain created in an individual by a word, regardless of its context, drives me nuts! Oh ,Oh, I used the word nuts. I am sure there is someone with a third grade mentality is saying, “Chuckle, chuckle, he said nuts.” As in male body parts. Not as how I meant it, as in driving me crazy. Can I say crazy or is that no longer allowed?
    So the word isn’t bad, it is how it’s applied. Slave and Master, Master Race, Master of the Universe (He Man of comic book fame) or Master Agent. Two uses that define dark periods in our history. One a kids hero definition and one that defines a business relationship. Focus on the meaning and use of the word not the word itself. Otherwise the new Webster’s dictionary is going to end up with maybe one hundred words after we remove all words deemed not socially acceptable.

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • It's Way Past Time to Get Rid of the Term 'Master Agent'
  • Woman with questions
    Should We Just Call Master Agents Distributors?
  • Benefit, Plus Sign
    TBI, Avant Add New Cloud, Security Suppliers to Lineups
  • Select a Hire
    Telarus Hires Megapath, Fusion Connect Vet Dan Foster as Latest CRO

Upcoming Events

View all

Channel Futures Leadership Summit

October 30, 2023 - November 2, 2023

Channel Partners Conference & Expo

March 11, 2024 - March 14, 2024

Channel Futures Leadership Summit 2024

September 17, 2024 - September 19, 2024

Galleries

View all

CF20: 2023’s 20 Top Email Security Providers You Should Know

September 26, 2023

2023 MSP 501 Channel Disruptors: These Companies Are Shaking Things Up

September 25, 2023

The Gately Report: Cybersecurity Fundamental to Oracle’s 21st Century Technology Vision

September 25, 2023

Industry Perspectives

View all

Partners Balance Multicloud Opportunity, Complexity

September 25, 2023

Why Conversational AI Matters for Your Customers and How It Can Boost Your Revenue

September 15, 2023

The 5 Ds that Lead to Unplanned Business Sales

September 13, 2023

Webinars

View all

MSP 501: Leadership in Cybersecurity

October 19, 2023

DE&I: Find the Balance that Works for You

September 7, 2023

Above and Beyond with the NextGen 101ers

August 30, 2023

White Papers

View all

6 UCaaS Reseller Challenges and How Real World Businesses Solved Them

February 1, 2023

Frost Radar: North American UCaaS Market, 2022

February 1, 2023

The Complete Guide to White-Label UCaaS for Reseller Success

February 1, 2023

Channel Futures TV

View all

Coffee with Craig and James Episode 129: ZLH Enterprises

Coffee with Craig and James Episode 128: Channel Partner Strategies Intelligence Service

August 25, 2023

Coffee with Craig and James Episode 127: Expereo, Movie Night Returns

August 18, 2023

Coffee with Craig and James Episode 126: ARG

July 28, 2023

MSP 501

The industry's largest and most comprehensive partner awards program.

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Galleries

Educational slide shows and images from live events.

Media Kit And Advertising

Want to reach our audience? Access our media kit.

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Events
  • Telecoms.com
  • MSP 501
  • Black Hat
  • IoT World Today
  • Omdia

WORKING WITH US

  • Contact
  • About Us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2023 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X