The Top 10 Traits OF Fast-Growth VARs

1. They are 'media masters.' VARs like Groupware Technology, run by the boyish and disarming president and CEO Michael Thompson, get the power of the press—new-age style. They understand how publicity, be it in print, Web or events, brings visibility to their organizations.

2. They partner for profit. Mark Melillo, who heads a VAR that bears his name, along with that of his wife and brother, actively partners to round out his portfolio. He did so with an organization that allowed him to effectively address an untapped market within his customer base.

3. They know acquisitions drive growth. Yes, this sounds obvious, but there are many VARs who are afraid to grow via acquisition because of the possibility of failure or the time it takes to close a deal.

4. They're no wallflowers. Fast-growth VARs, as observed during our after-hours party at New York City's Spotlight Live RestaurantKaraoke Bar, enjoy a good party.

5. They're open-minded. Fast-growth VARs took the road less traveled. Watching the interaction between the event's sponsors—traditional vendors like IBM and the not-so-traditional like Adtran—and the VARs, was eye-opening because none of them gave short shrift to the vendors.

6. They know fast growth ain't just for kids. Yes, some of the drivers of these organizations are young, but don't paint them all with that brush. Vinny DiSpigno of Webistix, whose office is not far from Bob Venero of Future Tech, definitely could have seen Frank Sinatra in concert. Still, the mix is decidedly youthful, so marketers will have to adjust their approach.

7. They know sales leads have little value. Fast-growth VARs are not dependent on their IT vendor partners for sales leads because they take seriously their role as demand generators.

8. Many are small-town heroes. They come from places like Duluth, Ga., or Harlan, Iowa, and many brought their spouses or significant others so they, too, could bask in the glory.

9. They're never satisfied. As Future Tech's Venero reminds anyone who will listen, he is constantly evaluating his business model.

10. These guys are good. While the previous generation of VAR was an accidental business person because he was a tech-geek first, fast-growth execs are savvy business professionals first, and technologists second. They understand technology better than most, but have a strong vision of where they want to take their organizations.

Do you have another trait to add? E-mail me at [email protected].