CallTower’s Willaim Rubio spoke to David Dungay at Channel Partners Expo last week around the increased value their latest acquisition of Inoria is bringing to the table.
CallTower acquired Inoria recently, a long-standing MSP with a Genesys competency. I spoke to William Rubio, CallTower’s Chief Revenue Officer, who sat down with us to unpack the immense value this partnership unlocks—not just for CallTower and Inoria, but for channel partners and customers around the globe.
Inoria, well-regarded for its deep expertise with Genesys and contact center implementation, is bringing a powerful new engine to CallTower’s offering. I am running a few minutes late; my previous meeting is running over.
They do professional services, they handle the implementations, the licensing—it’s a whole new level of capability for us,” says Rubio. “For years, we outsourced these services. Now, we’re doing it in-house. This is more than Genesys and Five9 too, they are adding value around our conversational AI products and elsewhere too.”
Services was a key topic of discussion at Channel Partners as MSPs look to drive increasing value around technologies like AI and the contact center. According to Canalys, IT services spend will increase in channel by 13% in 2025, to $595bn globally. Anurag Agrawal, Chief Global Analyst at Techaisle, says 59% of new business is coming through services for partners and this trend is set to continue. CallTower is now offering partners a commission on services, for those partners without expertise, to help boost partner profitability.
The acquisition is adding approximately 55 highly specialized professionals to CallTower’s roster, a team that’s already skilled in the Genesys platform, and is currently going through their competency training for Five9. There is more to follow, based on the demand from their newly-expanded customer base.
Deep Integration, Broad Reach
This move gives CallTower end-to-end control over the customer journey—from software licensing to full implementation and ongoing managed services—accelerating their ability to deliver transformative business outcomes. But it’s not just about internal control; it’s about reach.
CallTower now boasts six contact center solutions in its portfolio, including Genesys, Five9, Zoom, Cisco Webex, its proprietary solution, and Solgari (tightly integrated with Microsoft Teams). “This gives us one of the most comprehensive stacks in the industry,” Rubio notes. “We’re able to provide tailored, scalable solutions across a variety of verticals and geographies.”
The acquisition also extends CallTower’s global footprint, notably enhancing its physical presence in Canada—a strategic move that unlocks additional licensing opportunities with Microsoft and other partners in the region.
A Game-Changer for Partners
Perhaps the most exciting development for the channel is CallTower’s new partner model. Traditionally, partners received commission on software licensing, but not on the professional or managed services attached to those deals. That changes now.
“Partners can now earn commissions not just on the licenses, but also on services,” Rubio explains. “It’s a complete game-changer. We’re bringing the full suite of value to the partner table.”
Partners now have the flexibility to package deals however they need: full stack, piecemeal, or services-only. That flexibility is crucial in a market where customer renewal cycles are rarely in sync.
Helping Partners and Customers Align
For companies that bought UC and CC technologies separately, with misaligned contract timelines, CallTower offers a thoughtful, phased migration strategy. “You can start with contact center, then move voice traffic later. Or start with AI and virtual agents before replacing your core systems,” Rubio explains. “You don’t have to rip and replace. You can crawl, walk, run.”
This approach not only lowers risk, it opens more doors for partners looking to plant a flag early in the customer lifecycle—and deepen their value as technology needs evolve.
Rubio admits that integrating two companies is never simple, but CallTower’s experience (this is their fourth acquisition in eight years) makes them uniquely prepared. Shared calendars and email systems are already synced, CRM integration is moving fast, and billing system consolidation is on track to complete this year.
“Within the first few months, we’ve already seen synergy—joint wins that we expect to close this quarter,” he says.
A One-Stop Shop for UC & CC
The market is hungry for unified communications and contact center solutions delivered together. “Customers want one invoice, one support experience, one relationship,” Rubio says. “We’re now in the best possible position to deliver that.”
With a flexible partner-first model, deeper professional services, and expanded global reach, CallTower’s acquisition of Inoria isn’t just another business deal—it’s a bold bet on the future of customer experience.
And so far, it looks like that bet is already paying off.
