The UC Upper Hand: Owning The Customer Relationship


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The more services you offer customers, the easier time you will have up-selling them and the longer they’ll stick around. And while solution providers can sell multiple solutions, many lack the technical expertise and man power to do so. That’s why partners need vendors who work behind the scenes to help them expand their offerings and build their own customer relationships.

Mark Sher, vice president of unified communications, product and marketing at Intermedia, believes that partners must own the customer relationship. “When a partner can bundle multiple services, it allows them to build that relationship with the customer, so the customer always goes to them for their IT needs,” says Sher.

Intermedia’s private labeling opportunity, Intermedia Elevate, lets partners sell UCaaS their way. Partners retain full ownership of billing, branding and bundling additional products and services to create their own unique value and solution mix. This gives solution providers the flexibility to set their own customer pricing.

“This allows them to create a complete solution for that customer, priced specifically for that customer, packaged specifically for that customer. It allows them to really own that customer relationship. But if you want to sell this customer for a little more or this customer for a little less, you can go and manipulate that on a customer by customer basis,” says Sher.

This pricing customization lets partners set their own margins. Intermedia says its UCaaS private-label product for partners is driving an average of 25 to 30 percent margin for the channel, reaching up to 50 percent—a sharp contrast to the commission-based model agents are used to.

“When you’re looking to increase profitability, partners see this as a really unique opportunity, something that our competitors are not doing,” says Eric Martorano, chief revenue officer at Intermedia.

Intermedia’s partner portal lets agents set a margin requirement and use pre-configured quotes for future business. More than 70 percent of Intermedia’s partners take advantage of private labeling. Online registration is simple and free, with no annual agreements, so the only thing locked in, are your customers.

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