3. Selling Solutions, Not Technology
Brandofino said another big differentiator between AVI-SPL and its competition is how it talks, and sells, to customers. To be successful, he said, solution providers can't sell customers on technology, they need to sell them on business outcomes, or "solutions."
"To be relevant in the space today, you can't just be talking about bits and bytes and bandwidth," Brandofino said. "You need to be talking about how they affect businesses."