The cloud has changed how we work and collaborate with our colleagues, partners and customers. As a result, cloud-based services seem to have quadrupled in recent years – it seems as if you can’t step outside without stepping on one, figuratively speaking. For service providers trying to wade through this crowded pool of vendors, it can be challenging to know how to select the vendors who can deliver the best combination of services for their clients.
I’ve worked with numerous channel partners for more than 14 years and have had some very candid conversations about what MSPs really need for their business vs. what they need for their customers. It isn’t about the most shiny object (the “hot company of the hour”); it’s about ensuring that the vendor an MSP chooses fits these five benefit categories in order to ensure success for both the MSP AND its customer base.
#1: Do My Customers Need It?
Does the vendor’s offering make sense for your clients, and does it match your customers’ business needs? Each vendor should add value to your client’s business; if it doesn’t, then that vendor should be scratched off the list. For example, if you own or lease a data center to house your client’s data, you’ve probably partnered with vendors, such as Egnyte, who cloud-enable your infrastructure investments in order to enable customers to easily share and sync their data. In addition, you’re probably managing access via Active Directory or perhaps one of the single sign-on (SSO) vendors, such as Okta. Obviously, there are many pieces to consider for this data center example, but ultimately, you need to determine what’s missing in your portfolio and choose offerings that can fill the gaps to best meet your customers’ needs.
#2: Does the Service Enhance My Business?
There are, of course, “meat and potatoes” products that you just have to provide for your customers. But, once in a while, a solution category will come along that will not only address an existing need for your customers but will also introduce opportunities that can address other areas of their businesses. These types of solutions represent a “wedge” that can open doors into new recurring revenue opportunities and enhance your portfolio offerings to make you an ideal technology partner for new and existing customers. Keep your eyes open for these “wedges” and even ask your prospective vendors if they view themselves in this way.
#3: Is The Vendor Easy To Do Business With?
Select a vendor who makes your life easier, not more complicated. Do they have an official on-boarding process to ensure a successful launch? Do they have enablement tools to help you and your staff understand the solution? Do they have proven category experience to help you effectively take the solution to market? The more help they can provide you and your customers upfront, the easier it will be to get it deployed for your customers, and bluntly - enable you to start making more money faster.
