Enreach exec Bertrand Pourcelot has opened up on how channel partners can create a truly differentiated offering.
The Head of International Sales & Marketing at Enreach spoke at UC Partner Summit 2022, discussing how partners can standout themselves in a crowded market.
He said that a fundamental part of these is forming strong relationships with vendors and making sure that any potential conflicts are appropriately managed.
The Managing Director Centile TA and Head of International Sales & Marketing at Enreach said: “There is a temptation for vendors to bypass the channel because their solution is easier to sell and distribute through cloud models.
“Partners are really not comfortable working with suppliers who also have direct approaches. That’s very clear.
“They see it as a risk, and why take this risk? On the other hand, if you take a step back, you also want a strong supplier. You want a supplier that knows the needs of the end-user.
“When you start to be large enough as a player in the market, very often you start to blend direct and indirect.
“At the end of the day, partners will likely work with suppliers who also have some direct approaches, at least in some markets.”
For partners wanting to team up with suppliers who also have a direct approach, Porcelot recommends setting clear rules to provide clarity and security in the arrangement.
He also advised about the key ways in which partners could differentiate themselves.
Pourcelot explained: “There are two big areas. One is more product-oriented with APIs, integrations, and so on, and one is more related to customer knowledge and local expertise.
“Know the customer, know their processes, know where they are in their digital transformation journey so you can advise them, fulfil their needs and come up with the right answer.
“Then there is the need to be able to meet these end-user needs with the right solution. That requires a flexible and agile supplier beside you using API, doing vertical integration, CRM integration, ERP integrations, and more.
“Some can be done off the shelf, but it often requires a partner in the middle who understands the end-user.
“Keep up to date with all the product evolutions, both the CRM evolutions, UC evolutions, device evolution, and so on.”
Pourcelot believes companies should strive to be ‘big enough to matter but small enough to care.
Speaking about their partners, Pourcelot said they have a diverse selection that continually transforms and brings different knowledge and perspectives to the table, resulting in some excellent collaborations.
