The Biggest Challenges Facing Disrupters In The Channel

No one said disrupting the IT market was easy, and for vendors, getting channel partners on board with new offerings and business models can be particularly challenging. During a recent CRN roundtable, leaders from disruptive vendors spoke about the particular hurdles they face with their channel partners.

Florida-based Star2Star’s Gary Testa said that sometimes his highly intelligent channel partners have a set ’mode’ in which they like to operate, and that doesn’t always work with his business.

’To break that is, in my mind, the most difficult. We face that challenge because oftentimes, with our competitors, it’s hard to do an apples-to-apples comparison because of our hybrid nature,’ he said. ’And so we spend a great deal of time on education.’

Logic Monitor’s Kevin McGibben echoed that sentiment.

’Education’s first and foremost,’ he said.

Concerto’s Steve Terp said he has a difficult time getting his partners, and in turn, customers, to prioritize disruptive solutions.

’The leader of the partner has to believe that this is a priority that will change the way they do business,’ Terp said.

’Sometimes we’ll sign a partner, and the partner will just move really slow,’ he added.