‘UK Channel Struggles with Marketing and Financial Skills’ – BT

BT report gives insight into the UK Channel

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BT has released a report into how the UK channel operates
Unified CommunicationsNews Analysis

Published: September 29, 2022

Ryan Smith

Technology Journalist

Research published by BT Wholesale from the UK Channel shows that almost three-quarters of channel partners are experiencing a shortage of in-house marketing and finance skills.

According to BT, this is fueling challenges for channel partners around maximising brand awareness, with 89% of respondents saying this is an issue they suffer from.

Marketing and finance (73 per cent) are the areas with the highest skills shortages for channel partners, yet nearly half (45 per cent) handle everything marketing-related in-house.

The research shows the top business priorities in the channel over the next year are about generating new leads and attracting new prospects along with increasing revenue from existing customers.

Faye Dominey, Head of Marketing at BT Wholesale, said: “Channel partners are focusing on growing revenue to protect themselves from the economy, but what is yet to be fully understood is how the move to all-IP can bolster and future-proof revenues.

“It’s a unique technology shift that will support the future of the UK’s fixed connectivity, becoming the bedrock of digital capabilities that can protect and grow businesses.

“The pandemic has evolved customer requirements, and they are prioritising transparency and simplicity over value for money.

“They are looking for long-term partners that support them in growing their businesses through innovative technology, meaning it’s more important than ever to know customers inside out and to have a consultative two-way relationship.

“Partners, in turn, require the same from the channel ecosystem. They require relationships that allow for seamless purchasing, selling and open conversations that drive speed and quality of delivery. Collaboration fuels opportunity which benefits all.”

BT states that 100 senior decision makers in the UK Channel took part in the survey, which revealed that the shift to all-IP is a low priority.

The report shows that channel partners understand their customers, with 55 per cent of business plans shaped by customer feedback and advice.

Almost two-thirds (65 per cent) felt that transparency and simplicity matter most to customers more so than value for money (55 per cent) and ease of the technology purchased (49 per cent).

Ninety per cent of respondents stated that there is a strong link between marketing and sales, with 71 per cent saying that social media is the top lead-generating channel.

Christopher Wellbelove DL, Senior Marketing Consultant Partner Plus at BT Wholesale, commented: “With channel partners prioritising driving leads and generating revenue, it’s crucial that marketing doesn’t get sidelined and that investments are made into activity that will add value.

“Partners clearly understand the link between marketing and sales, and while the shortage of in-house marketing skills can be daunting, there is a plethora of useful tools and support available to elevate their business to the next level.

“When it comes to branding and content, sales support and incentivisation, and marketing resources, BT Wholesale’s Partner Plus proposition has never been stronger and has something to meet all partner marketing needs.

“Our all-in-one Hub plus our hands-on consultancy support means that CPs can be optimistic about meeting business goals, particularly ahead of the all-IP future.”

The research was conducted in May 2022 via Cavell that reached 100 channel decision makers with an average of almost ten years of experience in the industry.

BT says that over 50 per cent of respondents were company directors, with 90 per cent coming from SMEs.

 

 

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