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The Channel Company CEO Bob Skelley's Five Keys To Success In Hybrid Solution Provider Era

"Customers no longer want to talk about products and technology, they want to talk about solving a business need and the business outcomes they are trying to drive."

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The Shift To Business Outcomes

Exclusive research from The Channel Company shows partners are adopting multiple business models, technologies and delivery methodologies, morphing to become hybrid solution providers in order to meet the demands of their customers, said CEO Bob Skelley

"Customers no longer want to talk about products and technology, they want to talk about solving a business need and the business outcomes they are trying to drive," said Skelley. "Hybrid solution providers have a different level of expertise about their customers’ business."

These changing customer drivers are pushing the channel to adapt and evolve into hybrid solution providers, he said.

As hybrid solution providers, modern channel partners defy boxlike definitions: They're not just MSPs, or solely focused on a single advanced technology. They have multiple recurring revenue streams and speak to a wider range of customer decision-makers including line of business, chief security officer and even marketing, said Skelley.

The new hybrid solution provider model comes with the expansion of Everything-as-a-Service models, the consumerization of IT and a demand by SMB customers for enterprise-grade services and support.

"All of these things are driving the channel partner community to adapt, change and evolve," said Skelley.

 
 
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