They’re not just suppliers. Virtually every solution provider understands the value of a good vendor partner. Even as hardware and software sales transition to more cloud-oriented offerings, the right suppliers can truly help increase business opportunities as well as their overall customer satisfaction.
Those with any channel experience understand how critical these channel relationships are, but solution providers don’t always take time to understand the challenges their own vendors are up against. On the other hand, many don’t take full advantage of the ideas and programs their key partners offer. Face it, there’s often a disconnect between the two communities — three when you add distribution to the equation — that can fuel confusion and lead to an underutilization of mutual resources.
The CompTIA Vendor Advisory Council continues to work hard at lowering those barriers. The group includes a broad mix of channel executives from emerging vendors all the way up to Fortune 500 companies, collaborating together for a common purpose. The VAC was instrumental in developing the new Cloud Trustmark+ as well as a wide variety of industry resources and programs that individual companies either can’t or don’t currently offer.
State of the Industry
During CompTIA’s Annual Member Meeting, held this week in Ponte Vedra Beach, Florida, the group covered a number of vendor-neutral topics and shared insight on the current state of the worldwide IT industry. The consensus among council members is that while the U.S. segment looks promising in 2015, economic issues in other regions are negatively affecting growth forecasts. Markets of concern include China and Russia, with some expressing a slight slowdown in Europe, the Middle East and Africa (EMEA).
On the cloud side of the channel, things look quite rosy. Most council members were extremely encouraged around the growth opportunities in both the domestic market as well as EMEA, though commoditization may be impacting margins quicker than anticipated. Solution providers who can support their customers’ professional services needs and help them find their way through a dizzying array of virtual options will surely be more profitable.
The challenge for vendors is how to help their channel partners succeed with the right mix of training and support. In some cases the education is moving from tech to business, as solution providers continue to improve their organizational acumen. As many vendors are finding out, those who can best address those needs are likely to see increased loyalty and drive more new relationships.
Vendor Credential
The new CompTIA Cloud Trustmark+ presents a great opportunity for the council. Some of its members were involved in the early development stages and their insight will be crucial to its industry adoption. As the association’s first business credential specifically devoted to vendors, the council will be instrumental in ensuring the application process and the trustmark remain up-to-date.
Meant to push the bar for cloud suppliers, the credential validates best practices in security and virtual services. With such a diverse group of vendors involved in the space, the trustmark designation is meant to instill confidence in those who obtain it. When solution providers know a vendor has been vetted by CompTIA and passed a third-party audit, it should make it easier to invest in the relationship.
As discussed in the council meeting, the true value of the credential will go beyond building trust. “If the Cloud Trustmark+ helps us win one deal, it will be a very worthwhile investment for my team,” said Rob Rae, vice president of business development with Datto.
Brian Sherman is founder of Tech Success Communications, specializing in editorial content and consulting for the IT channel. His previous roles include chief editor at Business Solutions magazine and senior director of industry alliances with Autotask. Contact Brian at Bsherman@techsuccesscommunications.com.
