|Khali Henderson Blog|
Khali Henderson, editor in chief of Channel Partners, draws on more than two decades of experience covering telecom and IT for her observations about the technology and business trends impacting the channel.
Creating Business Value Is a Strategy, Not a Slogan
As I write this, we are exactly three weeks away from the Channel Partners Conference & Expo, Feb. 26-28, in Las Vegas. Everyone at Channel Partners HQ is hard at work making sure that this event is even better than the last.
After more than 30 events, you can be sure that we've tried on the gamut of marketing slogans to get your attention. But now we have one that's not a slogan but a strategy. "Creating business value from IT, Cloud & Telecom" should be your strategy, too.
Let me explain: It starts with changes in technology purchasing — not only who is making the decisions but why and how. Who is easy to answer — the C-suite and line of business managers are making more technology decisions than ever before. Why and how — those are much more complex questions.
Why business decision makers end up sourcing technology is not usually because the IT department isn't doing its job; it's that the things these decision makers need to do their jobs are now technology-enabled, and not necessarily part of the domain expertise of the IT staff. What, for example, does IT know about marketing tools? It's easy to see why spend outside of IT begins. But once technologies need to work together or with existing systems, IT's absence in the process seems ill-advised.
For you, the channel partner, this presents an opportunity, not only to advise the new business decision makers but to assist the IT leader — with whom you have developed customer relationships — in helping them too. Find out which business areas are becoming newly or more technology enabled, learn about related business-enabling technologies, use your sourcing expertise to improve this spend, let clients know you can help them achieve their business goals and, as you've done in the past, help them to manage their new suppliers.
How technology purchasing is changing is that businesses are not so much looking for technology at all, but for but ways they can do things better, faster, cheaper and innovatively. They want to find ways of not only automating and optimizing business processes but transforming them. That requires channel partners to have domain and solutions expertise as well as a services-oriented approach that is squarely focused on business outcomes.
Whether you are an agent, VAR, MSP or SI, you need to transform your business to focus on creating business value for your customers. Channel Partners — through its Business Value Toolbox, Channel Partners 360° Business Value Awards and Channel Partners Conference & Expo — is bringing together the experts, education and enablers to help you do that.
See you there!