Agents VARs
Trends in Partnering: Telecom Agents and IT Channel Firms Carolyn April Director, Industry Analysis CompTIA [email protected]
Khali Henderson Editor in Chief Channel Partners [email protected]
Today’s Agenda
• CompTIA-Channel Partners Agent-VAR Partnering Survey Results • Panel Discussion Featuring Representatives from Both Sides of the Aisle
First off…
Who’s in the Room Today? • VARs, Solution providers, MSPs and other IT channel firms • Telecom agents (master, sub or independent) • Vendors • Distributors • Wedding crashers • Other
Breaking it Down: Components of Global Tech Sector
Telecom Services $1.5 trillion
46%
54%
IT Hardware, Software & Services $1.7 trillion
The ongoing convergence of the “traditional” IT and telecom services sectors will bring new opportunities for partnering, but also challenges for those ill-prepared. Source: IDC
Agent-VAR Partnering Study 1. Status of Agent-VAR Partnerships 2. Success Drivers & Areas of Improvement 3. Future Partnership Outlook
Research Methodology
Goal: to understand current/future partnerships between telecom agents and IT solution providers.
Reprised 2011 survey with additional questions prompted during two workshops in 2011.
Data collected in two separate online surveys in January 2012 Agent respondents: 60% independent/subs and 40% master agents.
VAR respondents: 33% solutions providers, 31% retailers, 22% MSPs and 8% systems integrators.
Status of Agent VAR Partnerships Number of Partnerships Between Agents and VARs Multiple partners of equal relevance
15% 16% 32% 33% 29% 28%
One partner, other secondary partners
One partner
None
46% 50%
10% 10%
7%
PBX Dealers IT VARs
Master Agents 28% 26%
Agents/Subagents
13% 28% 30% Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Status of Agent VAR Partnerships 18% 18%
Informally swap leads for services, with no reciprocal pay or agreements Formally swap leads under an agreement VAR pays a referral fee to agent for closed leads under a referral agreement
5% 9% 5% 24%
43%
Agent pays recurring commission to VAR under subagent agreement Agent pays referral fee to VAR for closed leads under a referral agreement VAR gives agent a cut of total deal sold to agent’s customer
Agents VARs
17% 10% 7% 3% 6%
Other minor mentions include: selling and marketing under a formal agreement.
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Status of Agent VAR Partnerships Percentage of Revenue from Agent-VAR Partnerships in the Last 12 Months 100%
75%-99%
50%-74%
0% 5%
VARs
13% 43% 25% 25%
25%-49%
Less than 25%
Agents
10% 12%
52% 14% Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Status of Agent VAR Partnerships How Partnership Revenue Is Expected to Change in the Next 12 Months 24%
Increase Significantly
17% 52%
Increase Somewhat
45% 18%
Stay the Same Decrease Somewhat Decrease Significantly
32% 3% 3%
Agents VARs
2% 1% Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Status of Agent VAR Partnerships Factors Influencing Decisions to Partner
Top Factors
VAR Ranking as Major Factor
Agents Ranking as Major Factor
Partner’s reputation
61%
84%
Partner’s technical support/skills
60%
52%
Partner’s understanding of my business model
54%
43%
Partner’s financial health
51%
49%
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Success Factors & Improvement Areas Factors Influencing Success of Partnerships Rank
VARs
Agents
1
Leads provided by partner (54%)
Effective communication (71%)
2
Emerging technologies and business models (53%)
Leads provided by partner (47%)
3
Effective communication (51%)
Partners’ understanding of my business model (42%)
4
Marketing support provided by partner (48%)
Emerging technologies and business models (39%)
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Success Factors & Improvement Areas Top Priorities for Partnerships
Priority
VARs
Agents
1
Setting sales strategy (42%)
Establishing and protecting account ownership (52%)
2
Setting sales revenue goals and commitments (29%)
Establishing rules for interfacing with customers (49%)
3
(TIE)Establishing and protecting account ownership, establishing rules for interfacing with customers, and establishing project management rules (28%)
Setting sales strategy (42%)
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Future Partnership Outlook Agent-VAR Intentions to Partner in the Next 12 Months 76%
Plan to add new partners
26%
Plan to increase business with existing partners Plan to maintain status quo Plan to reduce business with existing partners Plan to drop some partners Don't know
84% 55% 4% 51% 1% 11% 15%
Agents
4%
VARs
1% 11%
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
For More Information… Download the report:
Partnering Trends Between Telecom and IT Channels ‒ 2012 www.comptia.org/members www.channelpartnersonline.com/resource-center
Introducing Today’s Panel • Clark Atwood, Principal and President, Concierge Communications • Sally Coon, Vice President of Operations, TeamLogic IT • Joe Schurman, Founder and CEO, Evangelyze Communications • Marko Spremo, Vice President, Sales and Marketing, Telapprise, LLC
Contact Carolyn April Director, Industry Analysis CompTIA [email protected]
Khali Henderson Editor-in-Chief Channel Partners [email protected]
Scan for session points: • Use your myBreakaway login at comptia.boothtag.com or sign-up for a BoothTag account • Download the tag reader from the BoothTag site
Khali Henderson Editor in Chief Channel Partners [email protected]
Today’s Agenda
• CompTIA-Channel Partners Agent-VAR Partnering Survey Results • Panel Discussion Featuring Representatives from Both Sides of the Aisle
First off…
Who’s in the Room Today? • VARs, Solution providers, MSPs and other IT channel firms • Telecom agents (master, sub or independent) • Vendors • Distributors • Wedding crashers • Other
Breaking it Down: Components of Global Tech Sector
Telecom Services $1.5 trillion
46%
54%
IT Hardware, Software & Services $1.7 trillion
The ongoing convergence of the “traditional” IT and telecom services sectors will bring new opportunities for partnering, but also challenges for those ill-prepared. Source: IDC
Agent-VAR Partnering Study 1. Status of Agent-VAR Partnerships 2. Success Drivers & Areas of Improvement 3. Future Partnership Outlook
Research Methodology
Goal: to understand current/future partnerships between telecom agents and IT solution providers.
Reprised 2011 survey with additional questions prompted during two workshops in 2011.
Data collected in two separate online surveys in January 2012 Agent respondents: 60% independent/subs and 40% master agents.
VAR respondents: 33% solutions providers, 31% retailers, 22% MSPs and 8% systems integrators.
Status of Agent VAR Partnerships Number of Partnerships Between Agents and VARs Multiple partners of equal relevance
15% 16% 32% 33% 29% 28%
One partner, other secondary partners
One partner
None
46% 50%
10% 10%
7%
PBX Dealers IT VARs
Master Agents 28% 26%
Agents/Subagents
13% 28% 30% Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Status of Agent VAR Partnerships 18% 18%
Informally swap leads for services, with no reciprocal pay or agreements Formally swap leads under an agreement VAR pays a referral fee to agent for closed leads under a referral agreement
5% 9% 5% 24%
43%
Agent pays recurring commission to VAR under subagent agreement Agent pays referral fee to VAR for closed leads under a referral agreement VAR gives agent a cut of total deal sold to agent’s customer
Agents VARs
17% 10% 7% 3% 6%
Other minor mentions include: selling and marketing under a formal agreement.
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Status of Agent VAR Partnerships Percentage of Revenue from Agent-VAR Partnerships in the Last 12 Months 100%
75%-99%
50%-74%
0% 5%
VARs
13% 43% 25% 25%
25%-49%
Less than 25%
Agents
10% 12%
52% 14% Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Status of Agent VAR Partnerships How Partnership Revenue Is Expected to Change in the Next 12 Months 24%
Increase Significantly
17% 52%
Increase Somewhat
45% 18%
Stay the Same Decrease Somewhat Decrease Significantly
32% 3% 3%
Agents VARs
2% 1% Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Status of Agent VAR Partnerships Factors Influencing Decisions to Partner
Top Factors
VAR Ranking as Major Factor
Agents Ranking as Major Factor
Partner’s reputation
61%
84%
Partner’s technical support/skills
60%
52%
Partner’s understanding of my business model
54%
43%
Partner’s financial health
51%
49%
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Success Factors & Improvement Areas Factors Influencing Success of Partnerships Rank
VARs
Agents
1
Leads provided by partner (54%)
Effective communication (71%)
2
Emerging technologies and business models (53%)
Leads provided by partner (47%)
3
Effective communication (51%)
Partners’ understanding of my business model (42%)
4
Marketing support provided by partner (48%)
Emerging technologies and business models (39%)
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Success Factors & Improvement Areas Top Priorities for Partnerships
Priority
VARs
Agents
1
Setting sales strategy (42%)
Establishing and protecting account ownership (52%)
2
Setting sales revenue goals and commitments (29%)
Establishing rules for interfacing with customers (49%)
3
(TIE)Establishing and protecting account ownership, establishing rules for interfacing with customers, and establishing project management rules (28%)
Setting sales strategy (42%)
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
Future Partnership Outlook Agent-VAR Intentions to Partner in the Next 12 Months 76%
Plan to add new partners
26%
Plan to increase business with existing partners Plan to maintain status quo Plan to reduce business with existing partners Plan to drop some partners Don't know
84% 55% 4% 51% 1% 11% 15%
Agents
4%
VARs
1% 11%
Source: Channel Partners and CompTIA Agent-VAR Partnering Survey, January 2012
For More Information… Download the report:
Partnering Trends Between Telecom and IT Channels ‒ 2012 www.comptia.org/members www.channelpartnersonline.com/resource-center
Introducing Today’s Panel • Clark Atwood, Principal and President, Concierge Communications • Sally Coon, Vice President of Operations, TeamLogic IT • Joe Schurman, Founder and CEO, Evangelyze Communications • Marko Spremo, Vice President, Sales and Marketing, Telapprise, LLC
Contact Carolyn April Director, Industry Analysis CompTIA [email protected]
Khali Henderson Editor-in-Chief Channel Partners [email protected]
Scan for session points: • Use your myBreakaway login at comptia.boothtag.com or sign-up for a BoothTag account • Download the tag reader from the BoothTag site
