Disrupter Roundtable: Channel Is Crucial To Market Disruption

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When it comes to market disruption, time to market is a crucial element to success. According to leaders from disruptive IT companies, that’s where channel partners come into play.

“Time to market is far more important in this environment, and partners offer the fastest way to get there,” said Florida-based BC/DR and communications vendor Star2Star’s Gary Testa. “The channel is really the only way to build a credible, expert sales team to sell complex technology.”

Cloud vendor Concerto’s Steve Terp agrees that the channel is an excellent resource to expose customers to potential new products.

Terp quoted a Forrester Research survey that noted that 83 percent of those surveyed said they would prefer to be led to a cloud solution by their current solution provider.

“To leverage those relationships in the market already is a way faster time to market,” he said.

Logic Monitor’s Kevin McGibben said that for those reasons, Logic Monitor is in an “active mode of enabling our channel partner strategy.”

“This has been a super-fast time for us the last few years, where this partner business has taken off like a rocket,” he said.


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