By Jessica Mayo-Pike
As major telecommunications companies are rapidly building out cloud solutions and turning their focus from circuits and bandwidth to hosted and managed services, they are overlooking one major elephant in the room: There is a great divide between their two sales forces the direct and the indirect.
Most carriers’ Rules of Engagement” tend to not vary much from the concept of whoever gets ink first wins. However, there are many problems with this school of thought, and that will ultimately put carriers at a major disadvantage as they strive to grow their cloud cfferings and their legacy offerings become more obsolete.
In fact, carriers should take a page out of the book of most manufacturers who are 100 percent channel-only and start to give serious consideration to turning their direct” sales and technical staff into field resources who can help partners close deals. Here are the reasons why:
Carriers need to carefully examine and consider the hard truth that this model is not equipped to take them to the next stage of their business transformation. Sure, its not as simple as it sounds, and there are financial implications, such as double comping partners and direct folks. However, those financial considerations pale in comparison to the money wasted and business not realized due to the current state of inefficiencies by not being 100 percent channel.
Jessica Mayo-Pike is a managing partner at Communication Management Service (CMS), an independent telecommunications and consulting company. She previously served as the business leader for Advanced Services at IPLogic Inc., a Cisco Gold VAR based in upstate New York. Before moving to the VAR side of the house, she spent seven years in the carrier space in both direct sales and channel management capacities. She also is a member of the
2013-14 Channel Partners Advisory Board.