Potential Unlimited PXC.co.uk NEXT LEVEL STARTS NOW Seize every opportunity with PXC. Get in touch. Now access the best Broadband products through our recently enhanced interface - 1Portal. Backed by our proven scale network and decades of expertise, growth doesn’t get easier than this. VIEW FROM THE CHANNEL in data and systems to create a single view of performance, allowing us to be more targeted in how we approach both new and existing customers. That’s supported by strong backing and long-term funding, which allows us to invest in the platform while continuing to scale. TR: What do you see as the biggest challenges facing channel businesses today? SH: The biggest challenge is that much of the channel still looks and sounds the same. Too many partners are built around the same vendors, the same propositions and the same messaging. From a customer perspective, it becomes difficult to distinguish between providers, which ultimately drives decisions towards price rather than value. At the same time, customers are expecting more – more insight, more accountability and more alignment to business outcomes, which requires a different way of operating. The gap isn’t in capability, it’s in clarity and execution. The partners that grow will be those that are able to simplify the conversation, take a clear position and deliver consistently. What differentiates businesses now is whether they have done the work to integrate, simplify and scale effectively. TR: Could vendors and distributors do more to help overcome these challenges? And if so, what? SH: There’s an opportunity for vendors and distributors to focus more on joint value creation rather than just product alignment and that means deeper collaboration around target accounts, clearer joint propositions and a stronger focus on outcomes rather than features. In some cases, there is still too much emphasis on short-term campaigns or volume-based activity rather than building long-term growth plans with partners. The most successful partnerships are those with genuine alignment, not just commercially, but in how both sides go to market. TR: Are customers becoming more demanding, and if so, in what ways? SH: Yes, but in a constructive way. Our customers are more informed, more selective and more focused on outcomes. They expect partners to understand their business, not just their technology. There is also a growing expectation for simplicity. Customers do not want to manage multiple providers or piece together solutions themselves, and that is driving a shift towards partners that can bring clarity, integration and accountability rather than just individual products or services. TR: If you could change one aspect of your job, what would it be and why? SH: If anything, it would be removing unnecessary complexity from the industry and the impact this would have on our downstream propositions and our supply chain. The more we can simplify how we transact and how we engage in both directions, the more time we can spend on what actually drives value – helping customers solve real problems and supporting our teams to execute effectively. https://cloudclevr.com/
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