CompTIA Partners: The Challenge of Proving Its Value In 2016

Distributers Must Find Ways To Demonstrate Value To Customers, Potential Workers In The Dynamic Landscape

This year will bring all kinds of providers competing solutions. With several new players to enter the IT environment, conflicts between partners and suppliers and the fight for talent which follows, solution providers should emphasize the dynamic good side this year, according to CompTIA.

IT industry: the body of the Industry Outlook 2016, published in the January 27 points to a growth rate of 4.7 percent in the IT industry in the United States this year and up to seven percent with good boost economy . But as opportunity grows, so does the competition. With the increasingly common services, business partners are waiting to see the pressure to define its role and demonstrate their value for customers, whose expectations are increasingly using their expertise in growth.

Furthermore, CompTIA refers to players like telecom providers, digital agencies, organizations pure cloud and outside the IT industry entities, providing greater competition.

Tim Herbert, vice president of research and market intelligence at CompTIA, said Channelnomics that confusion of roles channel has been ongoing for several years and with less material and less of a focus, solutions providers have the ability to elevate your brand customers how to bring together the various elements of the infrastructure, equipment, services and more.

The challenge, he says, is underway. This is especially true for small partners, whose strength has generally been its technological expertise. Herbert said in 2016 that will be challenged in new areas such as marketing, sales and brand.

"Historically, we have relied heavily on the supplier's brand. Basically that was his sales approach. So for them, it will be a new strategy will be implemented," said Channelnomics.

And as the benefits of the partners are becoming more clouds and as-a-service based on, will continue to review its relations with suppliers, according to Herbert.

"There is still a large number of suppliers and distribution partners to try to understand what the optimal combination of working together for the potentially competing report, and I think a lot of it really was not solved yet," he said. "I know there is still something that marketers are experiencing in terms of how to encourage their distribution partners, but at the same time, customers are increasingly able to buy more direct opportunities or are self-service."

Herbert notes that there is no easy solution to this for channel partners beyond to make sure they make their buying process as simple as possible. This includes persuasion for customer search time and providing materials such as case studies and examples of return on investment when they are ready to buy.

And with world events and market changes planned to add to the already established talent acquisition and struggles of this year, it may seem good news that falls CompTIA 2016 saw the highest rate of growth in the use of information in more than 10 years.

However, Herbert, said solution providers should ensure that emphasize your strengths to potential workers, as they will be competing with the likes of health, finance, insurance, retail and all other sectors such as technology becomes again an integral part of business operations.

"They really have to ensure that they convey that this is an opportunity for growth and the opportunity to work with many different customers to gain experience. They [also] ... invest in professional development, because they compete with others they do not like one, "he added.