The Indirect Channel: An Instrumental Go-to-Market Aspect for Many UC&C Providers
The IDC Market Perspective highlights the critical role of go-to-market (GTM) strategies in the success of UC&C vendors, emphasizing the shift toward leveraging indirect channels for scalability and enhanced customer experiences. It discusses the benefits of a balanced approach between direct and indirect sales, the importance of integrations and AI capabilities, and the necessity of managed services to meet complex communication needs, advising vendors to continuously innovate their GTM strategies for market growth."Success in the UC&C market hinges on innovative GTM strategies, leveraging indirect channels for scalability and superior customer experiences," says Jitesh Gera, research manager, Worldwide Unified Communications and Collaboration at IDC."The fragmented bottom half of the UC&C market is increasingly forming strong channel ecosystems that help them compete effectively against the top half," says Denise Lund, research vice president, Worldwide Telecom and Unified Communications and Collaboration research at IDC.
Executive Snapshot
New Market Developments and Dynamics
The Problem with Direct Sales
Channel Partners and Their Benefits
Advice for the Technology Supplier
Enable Integrations with Adjacent Business Applications and Deliver Generative AI Capabilities Through Partnerships
Provide or Facilitate Managed Services Through Capable Partners
Balance Direct and Indirect Route for Optimization of Scale and Control Over Customer Experience
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