interview

Star2Star recently had the opportunity to interview Forrester Principal Analyst, Jay McBain, about some important questions you or your customers may have regarding Full Spectrum Communications as well as mid-market and enterprise needs. Jay will be our special guest for our upcoming webinar “Selling To The Mid-Market & Enterprise Customer” on October 17 at 2pm EST/11am PST.

Related: Register For The Webinar!

We are excited to present an introduction of our guest and offer you a preview of his insights into Full Spectrum Communications and the technology industry. Don’t forget to join us on October 17 for more great information!

Insights From Jay McBain

Star2Star: What is the difference between offering customers multiple point solutions versus a full-spectrum approach?

Jay McBain: Midmarket and enterprise customers are looking for a complete system that offers end-to-end solutions and services from a single vendor while bringing them securely into the cloud. This system includes unified-communications-as-a-service (UCaaS); contact center; collaboration; communications-platform-as-a-service (CPaaS); SD-WAN; desktop-as-a-service (DaaS); and disaster-recovery-as-a-service (DRaaS) solutions. The complexity and cost of implementing and integrating multiple different vendors is not optimal for larger companies and can add unnecessary risk, governance, security, and continuity issues.

S2S: What does a full-spectrum UCaaS solution mean, from an analyst perspective?

JM: It includes robust functionality around voice, video, mobile, chat, fax, conferencing, and presence management. For midmarket and enterprise customers, it also means advanced scalability features and wide support for integrating with back-end infrastructure. This also extends to supporting contact centers with a fully featured cloud solution with a great user interface. You will also be protected by a compelling product roadmap, proven R&D capabilities, and future proofing.

S2S: Why is a full-spectrum cloud communications platform more profitable for a Partner?

JM: It offers a broader and deeper solution that involves unique cloud architecture with scalability and flexibility, and it creates more downstream economic value for service and solution providers than just selling products. Beyond the installation and implementation services, there are significant opportunities to provide business continuity, disaster recovery, security, compliance, data services, analytics, and remote management. The long-term benefits of a full-spectrum solution include higher customer satisfaction due to high-quality products and industry-leading reliability. With 400 UCaaS, contact center, and DaaS seats and eight SD-WAN locations, this can be over $7 million in commissions in just over five years.

S2S: How does a Partner approach these new buyers of cloud technology?

JM: With 65% of cloud buying now being done by line-of-business buyers, there is a degree of specialization required. More than just understanding the marketing, sales, finance, operations, or HR language and business outcomes, they are also looking for specific subindustry expertise; location-specific knowledge; sector, size, and segment experience; and proven capabilities across multiple layers of the technology stack. Look to partner with other types of companies that serve these buyers (e.g., digital agencies, accounting/CPA firms, and system integrators), and look at a community marketing play where you influence what they read, where they go, and the people they follow.

S2S: We have heard about a gig economy for technology services; what does this mean and how do Partners take advantage?

JM: New line-of-business buyers don’t have the same requirements for a trusted advisor (or a “single throat to choke” or general contractor). With the decline of account ownership by partners, the new tech services gig economy will pair the right partners with the right skills at the right time. For example, a CMO may have five different companies installing, implementing, integrating, securing, ensuring compliance for, and providing business continuity in a single solution stack. This could include a software-as-a-service (SaaS) partner, a digital agency, a systems integrator, multiple independent software vendors, a startup, a “born in the cloud” provider, an agent, or a traditional solution provider. For every dollar they spend with a SaaS platform, they will spend four times that amount with these third parties to make the project a success.


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