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RingCentral Channel Chief On Challenging Cisco, Avaya, And Why UCaaS Is 'The Product Of The Century'

RingCentral's channel program's revenue grew 80 percent year-over-year, according to RingCentral's channel chief. The UCaaS player is doubling down on the channel and winning its fair share against longtime UC heavyweights, like Cisco and Avaya.

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How is RingCentral's channel program unique compared to channel programs you've helped to build in the past? 

Our go-to-market with our channel is very unique. In fact, I'd say it’s unique enough that no one else is doing it like this, which is a pretty bold statement. We call it channel harmony. It's simple, but it's difficult to mimic or copy unless you've been perfecting it like we have over three years. It's very simple. The obligation we have of our partners is to bring us one of their customers, make an intro, and then we take our direct sales reps and we basically ring the bell for the cavalry and surround that customer with an education on UCaaS. Partners can participate on all calls, some, or no calls -- whatever they want -- and we can execute on that customer on behalf of the partner. We let the partner go do what they do best while we do what we do best. It's very rare you see that level of depth of collaboration. What makes it channel harmony is that everyone is compensated at 100 percent, so no one loses any compensation, which creates a lot of harmony and no conflict with our direct sales reps who are all here to execute on customers that partners have introduced us to. I've never been able to build a program like this before.

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