Play to Win in VoIP

In the highly competitive VoIP marketplace, developing the right channel partner relationships and strategies is the key to success. In todays general session, Succeed, Dont Just Survive: Playing To Win in VoIP, Bill Taylor, president of consulting firm Corporate Ladders, promises to provide new ideas to reshape toolkits for success in this very lucrative arena. Taylor also intends to focus on what he deems an often overlooked aspect of successful channel management by discussing the smartest ways to take care of the channel depending on where they stand in the product/channel lifecycle.

The session will provide an in-depth look at the roles of the supplier and the partner in creating a symbiotic and profitable partnership in the VoIP arena. Taylor feels that one of the biggest fumbles in the supplier/partner relationship is not spending enough time clearly defining the market and then trying to sell the wrong products and services to the perceived end users. He says suppliers should make an extra effort to understand the customer and understand the ways they want to be sold to. There are different benefits of VoIP for the market segments and each segment (consumer, SMB) looks to get the most from their technology investment, says Taylor. Not developing value-added propositions that target the end user is a critical mistake that both suppliers and partners make. The relationship between a company and its customers often gets overlooked and companies go forward without defining how to reach its end users.

Corporate Ladders

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