PARTNERS ’ PERSPECTIVE
perhaps especially in turning what might more accurately be called their “ digitisation ” into a true Digital Transformation .
That as it maybe , channel partners aren ’ t yet answering this need by SMBs . In most instances , the traditional business models and practices or managed service providers ( MSPs ) and other channel partners , which have typically been highly transactional or commoditised aren ’ t a great fit for becoming a true Digital-Transformation partner .
SMBs are not able to find many channel partners who can enable that Digital Transformation that many of them are looking for at present .
Given that most partners have the technical skills and customer relationships to unlock the opportunity , becoming a real Digital Transformation leader , one that ’ s sought out by SMBs for the long-term ( recurring revenue ) services and expertise , requires the reseller or solution provider partner to embark on some transformation of their own .
So one might ask : Is Digital Transformation a real thing , or is it just
SMBs are not able to find many channel partners who can enable that Digital Transformation that many of them are looking for at present .
another overhyped technology trend ? For SMBs and the channel partners that often serve their IT needs , the answer to this is very clear . Digital Transformation is absolutely real and happening in the EMEA channel . Some small businesses in various verticals have embraced this trend and are moving faster than the enterprise customers and because they have smaller footprints of technology stacks , it is easier to implement Digital Transformation within their operations .
This brings me to another reality : SMBs actually have an advantage over larger companies when it comes to Digital Transformation . But why do I say this ? That ’ s because they are often the disruptors instead of the disrupted and are pursuing these initiatives from a position of strength , whereas many large enterprises are scrambling to implement Digital Transformation projects out of fear of having their longstanding business models shredded by a younger , leaner and , yes , digital competitor .
Some partners might think they are in a command position to serve their customers ’ Digital Transformation needs , but they are probably overestimating . Many partners are quite good at some of the earlier phases of true Digital Transformation : digitisation ( the fundamental step of moving away from paper-based processes and tasks to digital formats ) and digitalisation ( a more advanced phase of using technology to optimise business processes and so forth ).
For starters , channel partners in EMEA will need to build Digital Transformation road maps and repeatable frameworks for helping customers achieve their goals .
In addition to this , investing in the skills and training your teams will need to offer the full range of capabilities necessary to enable true Digital Transformation for clients . But heed your limitations : If you ’ re , say , an MSP with deep infrastructure expertise , but blind spots when it comes to developing a new digital product or service , consider partnering with other partners . That is why many vendors helping their channel partners accelerate Digital Transformation initiatives , have bespoke partner training schemes that are aimed at channel partners serving the SMB segment .
From my perspective , I see a huge opportunity in this approach because having a well equipped team in terms of training and skills puts your partner business on a different level .
Being able to quantify your customers ’ success helps position your business as a legitimate force , rather than someone simply slapping Digital Transformation on their website and other marketing collateral . •
INTELLIGENT TECH CHANNELS Issue 42 25