How to Break Into New Vertical Markets with the Right Partner

… become pioneers in many ways and explore new solutions and business strategies to keep up with customer demands.”

Through our work with the Ideacom team, we’re able to take an integrative approach to solutions to help facilities invest dollars wisely for sustained results. This involves identifying the data behind technology inefficiencies and collaborating on meaningful solutions that can work with existing infrastructures.

This strategy rings true across all industry verticals and should be top-of-mind for any resellers and VARs looking to enter new markets.

3. Strengthen your business to “weather the storms.” Change often brings obstacles and unforeseen challenges. For instance, when a recession or economic downturn hits one industry, your business needs to be able to quickly pivot and refocus on other opportunities.

Alaska has experienced a recession for the past several years in the region’s largest industries – oil, construction and government – and has lost an estimated 12,000 jobs since 2015. ATS Alaska, a provider of integrated systems for security, fire and life safety and energy management, recognized an opportunity to strengthen its offerings in more stable markets such as health care.

“Health care is now one of the top markets we touch, and that is in large part due to our strong vendor partnership,” said David Rand, CEO at ATS Alaska and ATS Facility Systems. “We were able to pair our deep knowledge of facility systems and our proven consultative approach with a vendor who had the inventory of solutions and market savvy to help us continue to grow, despite the Alaskan recession.”

Diversifying your business offerings in a productive, smart way will set your business up for long-term success and enable you to weather the inevitable storms ahead.

As technology innovations continue to usher in new solutions and competition, now is the time to consider investing the time and money into a strategic partner. With the right experience, product portfolio and support, a strong partnership can help elevate your business and expand into untapped vertical markets.

Chris Talbot, senior vice president of sales and marketing at Ascom Americas, leads the marketing and business development organization for Ascom. For 20-plus years he’s built integrated marketing groups within hardware-, software- and service-based industries. Chris comes to Ascom from EarthLink, where he was senior director of strategic marketing. Follow him on LinkedIn or @chrisjtalbot or @AscomAmericas on Twitter.

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