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As part of its regular coverage of telecom and IT channels, Channel Partners covers the transformation of channel business models. This blog includes entries from its ongoing coverage, including case studies of partners in transformation.

The Transformation of Telecom Advisors - Part 5

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TELECOM ADVISORS
Transformation leader: Dan Vidal, Managing Director
Number of employees: 5
Year established: 2002
Original transactional business model: Telecom agent/subagent
Post-transformation business model: Consultant/“trusted adviser"

What are your company'snext steps in its transformation away from a transactional business model?

Our current next steps are really all about execution and improvement on the transformation we’ve begun. It’s very clear to us that we’re on the right path in the results we’ve seen thus far across the board, so now we’re focused on continuing to actualize our plan and improve it wherever possible. To give one example, we’re discussing telecom life cycle management with all our customers — both existing and new. With our new customers, we’re actually leading many of our conversations with that piece. This makes it easier on the front end, of course, because once you’re branded as a transactional guy, it’s tougher to reinvent with that same client. It’s definitely still possible, and worthwhile, and we are still transforming with our existing base, but the point is that it’s easier with new clients when framed the right way right off the bat. So going into new clients, we’re already "transformed" from the onset.

We’re also having much more specific conversations with our clients by going much deeper into how they’re using technology to accomplish their objectives in many different arenas beyond just the telecom pipes. The positive result is that there is a perpetual loop/cycle here for us. As we become more of our clients’ trusted advisers (and really an extension of their team), this allows us to further build more expertise and experience with certain client verticals, which in turn allows us to further become customers’ trusted advisers. In summary and upon reflection with this series of articles/interviews, I think transformation for us would have occurred in any case (maybe slightly slower or faster but ultimately so) just in the natural growth progression of our business. I’m just glad that all the pieces (including great colleagues and trusted partners/suppliers of our own) fell into place to make the leap less worrisome.

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