EXPERT SPEAK
of thinking between different departments within companies .
Koorosh Khashayar , VP Global Channels at iland
Immediate company challenges
The challenge companies face over the coming months is in sustaining value creation born from the crisis and reinvesting in recovery . There is an opportunity for businesses to recalibrate how they function , and it ’ s a significant opportunity for the
channel partner community too . Partners are in the privileged position to help their customers transform the very nature of what they do ; pivoting entire business models , supply chains and operations to help their customers .
For all businesses , leaders must grapple with the need to drive efficiencies and develop a post-pandemic competitive advantage .
Businesses must now apply strategic thinking in short-term decision-making , taking into account the events and insights of the past several months . This could involve transitioning the immediate Business Continuity measures into a robust digital foundation that enables organisations to modernise application environments and fully commit to cloud-based flexibility , further distribute network capacity and continue digital workspace investments to create more agility for employees .
The right partners , therefore , can play a vital role at this stage as trusted advisors , so long as they have the right vertical market and technical expertise . Partners should also be invested enough to know the nuances of their customers ’ businesses , yet objective enough to drive new co-ordination and ways
Remaining competitive in the ‘ new normal ’
It is no longer a question of if we will experience a global recession in 2021 , and it is certain that customer tech budgets will be cut . The only question is , how deep and longlasting the recession will be and therefore how much tech budgets will be reduced , affecting channel revenue and the financial health of partners ’ businesses .
It is therefore imperative that , to remain competitive , channel partners are laserfocused on what it is they are offering and what it is they are able to deliver . When you looked at MSPs 10 – 15 years ago the strategy was very different . They would go to a customer and ask them what it was they were using , then go and get certified on it so that they could then go back to that customer and try to win that business . As a result , they were certified on five competing backup solutions , five competing security solutions and trying to be everything to everyone . Now this strategy must change , and partners need to have a highly targeted approach . This starts with the premise of picking the best-ofbreed recovery technology or the best-ofbreed security software and then going to market with it . It ’ s about becoming specific in what they are offering and concentrating on getting certified on one solution and fully mastering it .
Nobody can predict exactly what will happen as lockdowns are gradually lifted . At this time of seismic disruption , partners can deliver a consistency of experience that organisations are demanding . Whether it ’ s through consulting , professional and / or managed services , partners can make it simple for organisations to consume technology , all through a single digital foundation , to help weather the storm we all face . In doing so , they can drive tangible business outcomes and position themselves to establish long-term relationships with customers . •
INTELLIGENT TECH CHANNELS
INTELLIGENT TECH CHANNELS Issue 36
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