Demand Generators

The problem lies with the fact that most of these executives are so internally focused on their own small piece of the technology puzzle that they rarely knock on the door of a customer actually making a buying decision to ask who proposed the technology solution, how the account came to a decision or whether the deal involved products or projects outside the scope of what the client originally anticipated. The fact is, most projects involve solution providers bringing more to the table in terms of products or efficiencies than the client ever imagined.

To shed more light on just how product and solution purchases are made, CRN recently started a new series called Demand Generator. What's so exciting about these case studies is that they cut through the ridiculous preconceived "brand is more powerful than all else" ethos of the average vendor executive. They get right to the heart of how solution providers are creating demand day in and day out with innovative solutions.

Our first demand generator was Arnie Bellini, president of ConnectWise, a $4.5 million Tampa, Fla.-based solution provider that is generating demand with clients on multiple fronts—from its managed services business to its own application development business. ConnectWise and tens of thousands of VARs like it are trusted IT advisers recommending products and solutions that customers never dreamed about. That's what this business is all about. Tim Cook, COO of GreyStar Management Services' southeast division, a manager of apartment complexes and a ConnectWise customer, says simply that his company's relationship with its solution provider is plainly one of the keys to GreyStar's success.

Vendors would be wise to listen to the Tim Cooks of the world, who look to their solution providers as their secret weapon to leverage technology to gain a competitive advantage. My message to the mass of technology sales Luddites who believe brand is the overriding factor in IT buying decisions: Get a life. The solution provider is the brand! Businesses don't buy vendor brands. They buy solutions, and those solutions are delivered by partners who, for my money, should really be called demand generators.

What's your take? Let me know at (781) 839-1221 or via e-mail at [email protected].