News in the Channel - issue #18

NEWS

marketing channels and consult more content formats to make these decisions: l The three most influential channels in terms of building buyer awareness of technology vendors are industry analysts (72%), business technology media (67%) and management consultants (67%) l When it comes to selecting vendors, live events, trade media and peers are all ranked equally important (67%), highlighting the importance of vendors’ presence and voice within the industry l But across the board, almost all marketing channels and content formats enterprises refer to when identifying and selecting vendor partners are ranked similarly important. Everything from industry analysts through to trade media, direct marketing, webinars, case studies

and press releases are being used and consulted to identify and select technology vendors. “Against a challenging macroeconomic environment, enterprise buyers are being much more considered when making technology purchasing decisions,” said Chloe Pope, head of next-gen connectivity at CCGroup. “It’s essential for technology vendors to have fully integrated marketing programmes in place to ensure they aren’t missing out on RFP opportunities. Reputation, sustainability efforts and DE&I policies are major factors that contribute to selecting vendor partners. Successful vendors not only need to showcase their market leadership and technology innovation, they need to clearly outline their business goals and workplace cultures too.”

Chloe Pope Head of next-gen connectivity

ccgrouppr.com

Cradlepoint unveils new global MSP programme to accelerate 5G enterprise growth

Cradlepoint has announced significant updates for managed service providers (MSPs) in the UK and Ireland. The newly redesigned Cradlepoint MSP Partner Programme is tailored to fit the evolving needs of the MSP partner business model. With features designed to enable MSPs to build and run an even more robust service, Cradlepoint’s MSP Programme will help partners take advantage of this rapidly growing market. Organisations across industries are increasingly turning to wireless solutions, such as 5G, to deliver agile, secure and reliable WAN connectivity. Gartner believes that 50% of enterprise wireless endpoints are expected to use networking services that deliver additional capabilities beyond communication by 2025. This rapidly growing market underscores a significant opportunity for Cradlepoint and its partners to expand their Wireless WAN leadership, particularly

regarding MSPs leveraging Cradlepoint’s NetCloud Service and portfolio of fixed sites, mobile and IoT cellular routers. “5G is an essential WAN infrastructure, and we are seeing firsthand how our partners are leveraging the technology to enable agile and secure connectivity for their customers while creating new market opportunities for their own business,” said Ross Hockey, director EMEA of managed service partners/solution service providers at Cradlepoint. “We are ‘all channel, all the time,’ meaning our partners are an extension of our company. As our channel programme has grown globally, we have listened and worked with our partners to evolve and enhance our programmes, including this very important step of supporting their managed service offerings.” Specific new enhancements include: l Updated benefits and requirements that

Ross Hockey director EMEA of managed service partners/solution service providers

align with the MSP practise l Dedicated SP onboarding

cradlepoint.com

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