Interview
What are the potential pitfalls when developing channel partnerships? A lack of alignment between organisations can be critical. All parties must have common goals, strategies, and expectations. Not being on the same page can lead to confusion and conflicts, undermining the effectiveness of the partnership. Listening has never been more important. By addressing these
challenges through clear communication and building trust, organisations can mitigate risks and maximise the potential for successful channel partnerships.”
What are the most important elements to consider when selecting a potential channel partner? When looking for a channel partner, it is crucial that they have an appetite for learning. At BT Wholesale we are constantly working on new, exciting offerings for our customers and it’s rewarding when partners are eager to understand how the technology works. Investment appetite is key to enable this, digitising is difficult and requires dedication. Additionally, it is important that our channel partners share the
same goals as us. Te wider BT Group, including Wholesale, is committed to creating a more diverse and inclusive workforce. Likewise, we’re working hard to become a more sustainable
business and have several objectives to achieve on the way to become a net-zero company, from transitioning the majority of our fleet to electric or zero-emissions by 2030 and aiming to go circular within our own business. We’ve also set a target to help customers and suppliers avoid 60 million tonnes of CO2 by the end of March 2030, and to make sure we achieve this we need the help of our channel partners. We want our partners to be open to collaboration and we want to work with those who want to make the channel a better place.
How do channel partners play into your strategic decision making? Channel partners play a crucial part in our strategic decision making. As the ones using our solutions and selling them to the end-user, partners are in a unique position where they have a clear understanding of the market, customer needs and emerging trends. If we don’t know what works and what doesn’t, we can’t tailor it
to the needs of customers. We rely on our partners for feedback, whether it is good or bad, and to let us know of any demands from the end-user which we then use to inform our business strategies.
50 | July/August 2023
Our relationships with partners and the wider channel are so
important to fostering an environment where effective solutions can meet the specific needs of customers. Ultimately, this leads to mutual success for all players in the channel.
What does BT Wholesale offer channel partners? Our Partner Plus programme is a great support system for channel partners. It is a three-tier programme which has been designed to make it easier for partners to collaborate and integrate with BT Wholesale’s experts and services to supercharge growth. Benefits include comprehensive commercial support, sales and marketing resources, expert-developed learning tools, and much more. We also hold regular events, such as Partner Plus LIVE, where partners can attend, meet our team and hear about new propositions. It’s also an important networking opportunity, sharing knowledge and experience can be extremely valuable. We’re constantly listening to partners and have revisited and
adapted the programme to best support their needs. For example, our recent research found that 29% of businesses polled aren’t aware of the benefits of all-IP. In response, we’re helping Partner Plus members to educate customers with our all-IP solutions campaign in a box, which includes pre-built communications that allows for direct messaging to end-users. Te programme is based on the needs of our partners and we’re
always trying to improve what we offer to ensure partners feel supported. In fact, 70% of partners have asked for more brand association with BT Wholesale, so those eligible can now qualify to use the BT Wholesale brand in their marketing communications to demonstrate their partner status with a trusted UK provider.
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