12 01732 759725 can be quite daunting. Our purpose is to take that burden from you.” Gamma’s specialist onboarding team does this by providing product knowledge, sales and technical accreditation training, commercial support and marketing collateral. “Simply being given access to new products and portals without the initial onboarding experience tends to create a poor customer experience for the reseller and, more importantly, for end users as well,” explains Lomas. “A key advantage for partners is their existing customer base – customers who have already made purchases from them but are likely to have additional product needs fulfilled elsewhere. By expanding their portfolios, partners can capture more of these opportunities. Every customer requires essential services like phone systems, mobile solutions and connectivity. If they’ve already trusted you with Product A, why wouldn’t they consider buying Product B, C or D from you as well? “Our expertise lies in helping partners integrate these additional offerings into their portfolios, whether they are managed print providers, IT MSPs or distributors. Each type of partner requires a tailored approach, and we have the experience to guide them through this process effectively.” A choice of partner model Gamma offers a highly flexible partner model, enabling businesses to find the right fit, whether they are a smaller IT reseller with 100 customers or a large managed print organisation with 5,000, and then progress through different models as they grow in expertise and confidence. They can begin with a commissionbased referral relationship, then take ownership of contracts with the support of Gamma’s white-label bureau billing platform, eventually transitioning to a fully wholesale model. “This flexibility is backed by the right portals and platforms to accommodate all partners, whether they handle a few orders a week or just a handful annually,” says Lomas. Central to this is providing effective training. Gamma’s online Academy enables as Mark Lomas, Channel Director for New Partners at Gamma, explains. “The New Partner channel was established to engage new verticals – businesses with an existing client base that may not have fully explored opportunities in our market. Our goal is to help them understand the potential for growth, recognise the risks of inaction, and equip them with the knowledge needed to maximise success. Entering this space can be challenging for non-traditional voice providers, but with the right guidance, they can unlock significant opportunities.” He points out that many IT and print-focused MSPs lack expertise in porting, provisioning and billing and even the ability to effectively sell Unified Communications (UCaaS) solutions. Some are accustomed to a transactional sales model, while others may operate with a consultative approach and may not have dedicated outbound sales teams. “One of the biggest challenges with non-traditional voice partners is that they often take a passive approach to selling communication products. Instead of proactively offering these solutions, they tend to wait for customers to ask if they’re available,” says Lomas. Onboarding team To overcome these problems, Gamma has a dedicated new partner onboarding team focused solely on investing time and support at the beginning of a relationship and taking the partner on a journey to onboard the right UCaaS services to enable them to get to market quicker, rather than waiting two or three years or just having products in the portfolio and doing nothing with them. “We almost try to become an extension of their organisation to support them through the first 12 months of onboarding,” explains Lomas. “What history tells me is everybody gets a great deal of support when they’re selling lots, but new partners need to go on a journey to reach that stage. If you’ve been used to selling print machines for the past 15 years or used to selling Microsoft licences on a transactional basis, suddenly to add voice and UC as a service into your portfolio As Platinum sponsor of the Technology Reseller Awards 2025, communications powerhouse Gamma is a big supporter of the UK channel. Increasingly, its focus is not just on traditional telecoms resellers but also on managed print service providers, IT managed services providers (MSPs), Alt Net Carriers and Distribution companies looking to add unified communications (UC) and connectivity to their offerings. This makes sense. Digital transformation enabled by super-fast connectivity and flexible, scalable cloud platforms has changed the expectations of customers, creating a requirement for trusted technology partners who can guide clients through all their options and, in an ideal world, provide end-to-end integrated solutions based on a range of technologies. On the supplier side, there is pressure on resellers and MSPs to become more of a ‘one-stop-shop’ capable of addressing a wider range of customer needs. This is not the stretch it might once have been: in an IP world, connectivity (including mobile/IoT), unified communications and collaboration solutions are natural extensions of the IT managed services and infrastructure as-a-service solutions provided by IT MSPs. As Microsoft specialists, MSPs are especially well placed to upsell voice to MS 365 subscriptions. Even so, acquiring additional capabilities organically rather than via acquisition or partnership with a comms specialist can be challenging, Gamma is turning the traditional support model on its head to help MSPs and managed print service providers successfully add voice services, unified communications and connectivity to their portfolios Getting off on the right foot Unified Communications Mark Lomas
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