WOTC: Why Solution Providers' Relationships With OEMs May Rely On Marketing Expertise


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It's no secret that the channel is changing at a rapid rate, from how solution providers are achieving revenue to the very size and shape of vendor partners. But one thing will remain constant, according to ViON Senior Vice President of Marketing Liz Anthony: Partners need to be able to be skilled marketers who can talk sales.

ViON is a solution provider based in the Washington, D.C., metro area, specializing in government solutions ranging from cloud to infrastructure.

"Never before has it been more critical to be a good and strong business partner at the table with sales," Anthony told a crowd at The Channel Company's Women of the Channel West event in Napa, Calif., this week.

With OEMs increasingly embarking on joint solutions and sales, partners who are skilled at marketing need to step up and provide the end goals and objectives to drive the road to market.

"Having that conversation and being at the table with sales is super critical at the get-go," Anthony said.

Anthony said the OEMs with which ViON works particularly appreciate the solution provider’s expertise in the government market, and that adds value to her business.

"They count on us to be able to execute flawlessly in those markets," she said.

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