Orchestrating sales motions to create harmony in the channel

It makes sense for go-to-market strategies to be led by customer demands. There should be a rule that when demands change, the sales motion changes too. Surely the IT channel, which exists to take products to market should absolutely be adhering to this rule, but is it? Not completely. This is according to René Klein, Executive Vice President, Westcon Europe.

We’ve recently seen an explosion in demand for subscription-based offerings. This isn’t a new trend, but there was a dramatic uptick since the pandemic began. In this new environment has the channel flexed and responded to customer demands? Some partners have. But many have been slow to adapt their sales motions.

How this is impacting the channel

For subscription-based products, the sales motion should reflect what is being sold. The solution is an as-a-service or subscription model. Gartner reports that 80 per cent of vendors are offering them today, a clear response to end-user demands. With software-based rather than hardware-based products, the development cycle is accelerated.

Updates come in fast and frequently, but the cost is reduced. Importantly, the way that customers acquire this technology has mirrored the change in how they consume the technology. Customers want a buying process as fluid and free as the way that they use, upgrade, or change products. To win customers in this ultra-competitive environment, partners need to focus on how they sell, not just what they sell.

A cultural shift is needed

Fundamentally, the question of how to sell a product becomes a cultural one. Sales have always been about relationships, how quickly you can form them, how deeply you understand your customer’s needs, and how well you can address them. The face-to-face relationship between buyer and salesperson used to be critical Salespeople were constantly on the road, meeting clients over dinner or drinks as a way to form trusted relationships. Today, customers are doing much of the heavy lifting themselves. They come to the table having done much more research, or to borrow a sales term, engage with sales much further down the funnel than they would have done previously. Partners need to understand this and offer light-touch, digitally enabled sales processes. The digital sales room becomes the ‘go-to’ in this environment. The entire ecosystem, including the end user, comes together to define the best solution for a business need the end user has.

A new generation entering the workforce has transformed things. Generation Z holds different values and wants and expects very different things when it comes to working. They are the most socially conscious, digitally native generation yet - and have been a real driver for this change. As they continue to enter the workforce and move up the ranks into more senior, leadership roles – we should expect these behaviours and values to become even more prominent.

The role of distributors

So, where do distributors fit into the new channel? Well, distributors have always held an interesting position. As an intermediary presence working with partners, vendors, and end users, distributors have a unique vantage point. They can see what end users want and whether this aligns with what vendors and partners have to offer. Like the conductor of an orchestra making sure that everyone stays in perfect harmony with each other.

What the channel community needs to understand is that sales motions are driven by end-user demand. Not just what they want to buy, but how they want to buy it. Partners and vendors need to understand what these demands are and align their portfolios and sales processes to them, otherwise, they will miss out. End users increasingly want light touch, digital-first processes. This change can be orchestrated by a strong relationship with a distributor which utilises their vantage point in the market. Creating perfect harmony.

More News
4 hours ago
Nutanix rolls out Elevate Partner Program’s latest updates and incentives
Nutanix, experts in hybrid multicloud computing, has announced updates to its Elevate Partner Program, including offering a revamped incentive structure and channel-led selling motions that empower partners with deal control throughout the sales cycle.
5 hours ago
75% companies struggling with IT operational challenges in hybrid world
HP has announced the findings of a new commissioned study, conducted by Forrester Consulting, highlighting the need for companies to adopt always-on endpoint management to cater to increasingly dispersed global workforces.
6 hours ago
Job seekers put off by bad annual leave and staff incentives
Recruitment and employment technology company, CareerWallet has published a Global Workplace survey showing detailed trends and insights into the UK job market.
7 hours ago
8x8 reveals IT and contact centre leaders need to embrace conversational AI
8x8, an integrated cloud contact centre and unified communications platform provider, has announced findings from its 2023 State of Conversational AI in the Contact Centre report.
1 day ago
Cohesity expands Data Security Alliance with Tata Consultancy Services
Cohesity, experts in data security and management, has announced that global technology leader Tata Consultancy Services (TCS) is joining the Cohesity Data Security Alliance ecosystem.
1 day ago
Konica Minolta enhances digital print capabilities with AccurioPress 7136 series
Konica Minolta has enhanced its monochrome portfolio of digital print solutions with the new AccurioPress 7136 series.
1 day ago
TD SYNNEX named Dell Technologies UK Distributor of the Year 2023
TD SYNNEX has received the 2023 Dell Technologies UK Distributor of the Year award for delivering exceptional results and continuing to demonstrate its commitment to Dell partners. In addition, Jake Fielden, Technical Practice Manager for Dell at TD SYNNEX won the Technical Pre Sales of the Year award.
1 day ago
Integra announces 2024 National Conference line up
Integra has announced its keynote speakers for its ‘Elevate Your Business’ National Conference being held on 6th March 2024 at The Hilton, St Georges, Burton Upon Trent.
3 days ago
Konica Minolta and Digital Office Solutions announce partnership
Konica Minolta Business Solutions (UK) has partnered with the Teesside-based managed print solutions provider, Digital Office Solutions, to strengthen its market reach in the Northeast of England and beyond.
3 days ago
N-able partner conference Empower 2024 venue announced
Software company, N-able has announced its partner conference Empower will take place in Texas from 25th – 28th March 2024, at the Omni PGA Frisco Resort.

Login / Sign up