Editor’s Letter: Raising the Ocean

Jay Bradley, president of telecom services for master agency Intelisys, wants to “raise the ocean.” Besides being colorful, what does that mean exactly? In practical terms, Jay is talking about increasing the level of industry revenue that is derived from the channel. Few PHONE+ readers would disagree with that goal, but how do you make that happen?

I think there are a few things that will facilitate that. Understanding the relative rates of success between the direct and indirect channels is useful as a baseline. Anecdotally, you can find telecom industry sales executives who will attest to the superiority of indirect over direct and vice versa. For the indirect channel to gain ground, it must strive for the No. 1 position. Doing that requires know-how and an understanding of best practices for top producers. Working in concert with PHONE+, Intelisys is hoping to do just that with some upcoming benchmarking programs.

It only stands to reason that the channel that is the most successful at gaining the most wallet share from the end user should be nurtured. Success certainly breeds success after all. Securing supplier (read carrier) buy-in is critical. Yet, telecom service channels generally do not enjoy the same level of support and commitment from market-leading vendors as do IT channels. The Ciscos of the world spend a lot more time and money in this regard and expect a greater percentage of revenue to come from the channel.

Certainly, the competitive nature of these IT and telecom industries is a bit different, accounting for the discrepancy, possibly. But that is changing with the convergence of voice and data technologies and the need for more technically competent, local sales and support professionals. The pressure is mounting for telecom carriers to behave more like their counterparts in the IT world in supporting a thriving channel. In part, they will do this to attract the IT-oriented channel partners to their programs with the understanding that they must match support levels to which VARs are accustomed. This may “lift all boats,” improving telephony agents experiences, too. However, this is not going to be a free ride. Telephony agents will not be able to take advantage of redoubled attention on the channel if they are not also keeping up with performance requirements that undoubtedly will greater IT-orientation than is now expected of them.

This is where agent benchmarking data will be key as will continuing education and partnering both of which can be facilitated at the upcoming Channel Partners Conference & Expo.

With the market pulling and the agents pushing, perhaps the carrier services channel can get a bigger piece of the action.

Khali Henderson
Group Editor