(Pictured above: 8×8’s John DeLozier emphasizes the importance of collaboration to the audience during his keynote at Channel Partners Evolution.)

CHANNEL PARTNERS EVOLUTION — Consumers are hyperconnected and collaborating globally, and enterprises always follow the consumer.

Therefore, it’s up to the channel to “demystify” that transition for enterprise customers. That’s what John DeLozier, 8×8’s global channel chief, told attendees during his keynote, titled “Collaboration Unleashed: Tap into the Power of People,” at Channel Partners Evolution in Washington, D.C.

8×8‘s cloud communications platform is helping partners meet enterprise’s need for collaboration, he said.

Business owners, not IT departments, now are making the decisions and they want collaboration, DeLozier said. They want to collaborate and “and you get one chance to answer questions,” he said.

“They want seamless collaboration just like they get in the consumer market,” he said. “And we’re not able to do that without channel … to step in and help them make the right decisions.”

Like consumers, enterprises want all the ease of communication and collaboration that you get with a cellphone, and when it comes to customer service, they want things simple, DeLozier said. Also, they want video and are no longer satisfied with simply audio, he said.

It’s up to the channel to help enterprises move from legacy on-premises systems that may still be working, he said.

In terms of 8×8’s partner community, DeLozier announced his company is no longer capping spiffs, as requested by partners.

In addition, 8×8 now is going to pay spiffs on bookings.

“That’s big for agents,” DeLozier said.

In June, 8×8 rolled out its new Elev8 Partner Program with benefits targeting both master agents and subagents. It offers tiered levels of dedicated funds for lead generation and conversion, as well as customizable campaigns to reach prospects.

DeLozier said 8×8 is going to continue enhancing its programs for partners, and more announcements will be coming involving spiffs, contests and giveaways.

“The one thing we know is partners are in the driver’s seat,” he said. “You’re the ones making things better.”