Why Partners Are Choosing 8x8 For Communications Intelligence
Editor's Note: This Q&A has been edited for length, clarity and readability. Responses have been condensed while preserving their original meaning.
Partners today have no shortage of vendor options in the UCaaS and CCaaS market, but standing out requires more than competitive technology. Solution providers are increasingly looking for vendors that can help them drive customer outcomes, simplify engagement and support long-term growth. In this CRNtv Executive Interview, Emily Masterton, global head of channel at 8x8, shares where partners are finding success, what distinguishes top performers and how 8x8 is building deeper channel relationships.
Sydney Neely: When partners are looking at 8x8 right now, where are you seeing them win and grow, and what are your most successful partners doing right?
Emily Masterton: Partners are winning when they lead with problem solving, outcomes and true use cases for particular verticals. AI is opening up a lot of doors, but partners have to be able to show the use cases that AI can deliver because it's such a broad subject right now.
Our most successful partners do three things right. First, they get involved early from an enablement standpoint. They go through sales, technical, deployment and build enablement so they can truly position CX alongside the outcomes they are trying to deliver for customers.
Second, they get involved early with us on opportunities. They bring us those opportunities, and we build joint value maps so they can successfully position solutions and show how customers can achieve success.
Finally, we're seeing success when partners deliver the right professional and managed services. It's about making themselves sticky with customers and driving adoption, not just delivering the solution.
Sydney: You talk about being channel first from the top down. What does that look like in practice for your partners?
Emily: I've always said that one day I hope we don't talk about being channel first or partner first. Our go-to-market is partner.
Partners are in the DNA of our business. Every business unit thinks about how it works with partners and what they're trying to deliver. We involve partners throughout our processes, from shaping programs to roadmap discussions and go-to-market conversations.
We have to support them with the right programs, enablement and marketing. We also have to invest strategically in the tools we provide. Most importantly, we operate as one team. We honor our commitments, stand side by side with partners and adapt to how different partner types operate so that we're easy to do business with.
Sydney: Partners are making decisions in a very crowded UCaaS and CCaaS market right now. When they're evaluating vendors, why should they bet on 8x8? And where are you really seeing that differentiation show up?
Emily: We take a step back and listen to partner feedback so we can adapt and make sure we're delivering what partners truly need.
One thing that's important is that we offer a single communications intelligence platform. Partners can deliver end-to-end CX solutions for their customers and support the full customer lifecycle. We make it easy for partners because they only have to manage one vendor relationship while building stronger customer relationships of their own.
Sydney: Trust is such a big factor in the channel, especially when it comes to things like deal registration and conflict. How does 8x8 approach that? And what does showing up for partners really mean to your team?
Emily: We truly operate as one team with our partners and see them as an extension of our team. Trust is built in difficult moments, and we have to make sure we're a safe pair of hands.
We have C-level initiatives to reach 80 percent channel revenue by the end of this financial year, with a path to 90 percent. The only way we can achieve that is through trusted partnerships with our ecosystem of partners across the globe.
For more information on how 8x8 helps partners drive growth and customer success, visit 8x8.com/partners.