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Partner Content from


Life in the channel


Pulling in the same direction


Thea Tanner, commercial and propositions director, BT Wholesale talks about channel partnerships, learning and evolution.


Could you give us a brief overview of your professional background? I trained as a Chartered Accountant and worked in finance for several years before making the move to telecoms. My first role at BT was in strategy and transformation, then I moved onto head of training and planning in wholesale, where it was my responsibility for leading on the source of truth for trading and setting targets. My current role is commercial and propositions


director at BT Wholesale – the wholesale arm of BT where we provide connectivity to channel partners. It’s my responsibility to oversee the team that come up with new solutions to customer problems so there’s a lot of room for creativity, which I love. I manage a variety of people in different positions and


“Channel partnerships are evolving to adapt to


Younger workers have a fresh perspective on business and are helping to streamline processes. Tere are now more members of Generation Z than Baby Boomers in the workforce so new ways of internal workings are becoming the norm. Conversely, Generation Z have more buying power than ever before, so vendors and partners must consider how this changes selling approaches. Ultimately though, the channel is about the


the changing technology landscape and meet the expectations of customers.”


functions, from pricing and deals, planning, propositions, trading and highly specialist functions like roaming. I really enjoy this side of my job because I love investing quality time in people. Tere’s nothing more rewarding than seeing my team succeed.”


How do you see the current breakdown of current channel partners? Te channel has always embraced traditional ways of working but now partners are embracing more modern approaches. A large part of this shiſt is being driven by the entry of Generation Z into the workforce.


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strength of relationships, and this will always be an integral part of the way we do business.


How are channel partnerships evolving? Channel partnerships are evolving to adapt to the changing technology landscape and meet the expectations of customers. For example, one significant trend is the adoption of digital technologies, including cloud platforms, data analytics, and artificial intelligence. Tese advancements help partners drive growth,


increasing customer stickiness through enhanced choice and interactions. In turn, partners look to vendors for guidance as they navigate a new ecosystem. Tere is now a greater emphasis on customer-centricity in


channel partnerships. Organisations are developing comprehensive offerings that cater to the evolving needs and preferences of customers. By delivering personalised experiences and tailored solutions, channel partnerships strive to surpass expectations and foster long-term relationships.”


July/August 2023 | 49


Interview


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