Category Archives for "Managed Services News"

Oct 15

Zerto Continuous Data Protection Aims Directly at Veeam, Commvault

By | Managed Services News

Zerto Data Protection (ZDP) promises the value of continuous data protection but at a price for backup.

Want all of the value of continuous data protection but at a price for backup from Zerto? Zerto Data Protection (ZDP), announced Thursday, aims to do just that, according to the vendor.

Dissing competitors Veaam, Commvault and others, Andy Fernandez, product marketing manager at Zerto, says Zerto Data Protection puts the company on the same playing field.

Zerto's Andy Fernandez

Zerto’s Andy Fernandez

“To me, what’s most important about ZDP is that it’s priced for backup,” he said. “So, when [customers] evaluate Zerto for their entire environment, they’re seeing ZDP as competitive and affordable as Veaam, Commvault, Veritas, Rubrik and more.”

Zerto Data Protection removes the barrier of paying for backup and disaster recovery, when customers just need backup for important – but not mission-critical – applications and virtual workloads. The new offer-packaging changes make the product cost effective and competitive, Zerto said. Those requirements are key for Zerto to displace its existing backup and disaster recovery solution.

More on Zerto Data Protection

Zerto Data Protection delivers 50% TCO savings by reducing hardware needs, enabling recovery of data without downtime or data loss. Pricing targets backup use cases.

The solution delivers continuous backup and long-term retention.

  • Local continuous backup for day-to-day backup restores. Local journaling technology allows users to recover without the data loss, downtime or production impact that are inherent to traditional backup solutions, ensuring business continuity and availability.
  • Long-term retention on premises or in the public cloud. This is required for compliance and regulatory demands where data need to be stored for months and years. ZDP incrementally copies from the journal into cost-effective storage on premises or in the public cloud with Microsoft Azure and AWS, for cost optimization and the elimination of problematic backup windows.

Zerto Enterprise Cloud Edition is still available for higher-level, mission-critical applications. For businesses that need both, licenses can be run in parallel.

Fernandez wants to be clear about the new Zerto Data Protection.

“It’s not a lesser edition. ZDP isn’t an essentials or basic edition. It’s a premium backup product,” he said.

Zerto 8.5

Also introduced Thursday is the Zerto 8.5 platform. There’s plenty that’s new in Zerto 8.5; for starters, backup to Microsoft Azure and AWS. Additional features include instant file and folder restore, backup administrator role, long-term retention compression and audit trail logging.

The key highlight of the upgrade is backup to Azure and AWS as a long-term retention repository.

“Whether you have a purpose-built backup appliance, such as HPE StoreOnce, or anything you paid for and want to use as cheap secondary storage or you want to move to the cloud to get the reliability of the pay-as-you-go model for data you simply have to store for years, we’ve added that capability,” said Fernandez.

Here what’s in Zerto 8.5:

  • Backup directly to Microsoft Azure and AWS.
  • Instant file and folder restore to production.
  • VMware on public cloud disaster recovery and data protection for Microsoft Azure VMware Solution, Google Cloud VMware Engine and the Oracle VMware Solution.
  • Platform automation and life cycle management.
  • Zerto Data Protection offering enabling the use of Zerto for lower tier application backup.
  • Zerto PowerShell Cmdlets Module.

“We also have the intention in the next release or sometime soon to include Google Cloud as an additional long-term repository,” said Fernandez.

Partner Proposition

Zerto partners will be able to revisit customers and help displace backup.

For no cost, Fernandez says Zerto will give service providers local backup and long-term retention, which is essentially, backup and data protection.

“So partners can see the value in end-user environments, increase profitability and consolidate to one solution for all mission-critical applications. That way, you don’t have to include the cost of an additional legacy backup. This means you don’t have to continue buying more hardware to support more customers that you’re already protecting with Zerto,” he said.

Oct 14

Thank You to Partners

By | Managed Services News

As we reflect on a year of significant challenges and countless opportunities, here is our thank you to partners.

Many will remember 2020 as the year of significant challenges. Still, we hope to instead look back and remember how the year offered countless opportunities to come together, support each other and overcome those challenges. Here is our thank you to partners.

As we begin Q4 and close out the first year of a new decade, there’s a lot to reflect upon. Above all, we wanted to take a moment to let you know how important you are to us and how much we appreciate your partnership–we simply wouldn’t be here today without you.

This past year there were a lot of notable wins for our partners. One that stands out was seeing familiar names being recognized in Channel Futures MSP 501 List for 2020 as the leading managed service provider organizations worldwide. In fact, 76% of this year’s MSP 501 reported using ConnectWise products. This was so exciting to hear because that means we have partners in almost every size, vertical, specialization, and geography looking to us for the support and products to help them reach their ambitions. Thank you for holding us–and our products–accountable.

It’s your ambitions and goals that motivate our team to rethink how we can use innovative technology to create solutions to help pave the way for your lasting legacy. In turn, your success has led to our success and notoriety within the industry. This year, ChannelPro Network readers voted ConnectWise Manage as the Best PSA Vendor and ConnectWise Automate as the Best RMM Vendor, with both solutions receiving Gold in these categories. We are also honored that BrightGauge, a ConnectWise solution, was named the Data Visualization Software Frontrunner and 2020 Data Analysis Software Frontrunner for 2020.

Our past achievements and the goals we set for the future are all credited to you–our partners. Thank you for using our products, rating them highly, and trusting our leaders to give you the guidance and knowledge you need to be successful.

Behind the ConnectWise logo is a team of individuals who are committed to you. As our partner, you bring us unique sets of challenges that push our team to think outside of the box, test our limits, and inspire us to work harder to continue to be a valued asset for you now and into the future.

Recently, Channel Partners named our own Arlin Sorenson as the 2020 Circle of Excellence Leader of the Year. This program is a collection of leaders in the channel recognized for helping their partners create better business value for their customers. Arlin has spent 35 years in the channel, assisting TSP leaders with their business and personal growth while helping them achieve their overall goals. Displaying vision, innovation and advocacy of the indirect channel, Arlin was named a finalist by Channel Partners and won the award with a great testament to our partners and their success.

As we head into 2021, we wanted to remind you to continue to set high standards and strive for even bigger goals. We’ll be here to offer the support you need, the solutions to drive those achievements, and the expertise to get through tough decisions. Together, let’s make 2021 a record-setting year!

This guest blog is part of a Channel Futures sponsorship.

Oct 14

Sophos Research: Organizations Hit By Ransomware Are Never the Same

By | Managed Services News

Ransomware victims spend more time on threat response than prevention.

Once ransomware strikes organizations, they’re never able to fully recover, according to new Sophos research.

Sophos interviewed 5,000 IT decision makers in 26 countries. All respondents are from organizations with 100-5,000 employees.

IT managers at organizations hit by ransomware are nearly three times as likely to feel “significantly behind” when it comes to understanding cyberthreats. That’s compared to their peers in organizations that were unaffected – 17% versus 6% – according to the Sophos research.

Furthermore, more than one-third of ransomware victims said their biggest cybersecurity challenge is recruiting and retaining skilled IT security professionals. That’s compared to just 19% of those who hadn’t been hit.

Less Optimistic

John Shier is senior security advisor at Sophos.

Sophos's John Shier

Sophos’s John Shier

“One surprising finding is the divergence in perception to preparedness and risk between the organizations that have been hit by ransomware versus those who haven’t,” he said. “Organizations that have been hit by ransomware seem to be less optimistic about their preparedness and their ability to withstand future attacks. This isn’t to say that those organizations with higher levels of confidence are wrong because they might indeed be more prepared. This could be the result of those organizations spending more time on prevention versus the victim organizations.”

It’s possible that victim organizations start out confident and then turn once attacked, Shier said.

What’s encouraging are the large number of respondents who plan to bolster their detection capabilities, He said. That’s despite a challenge with recruiting and retaining skilled workers.

“It shows that in this increasingly digital world, humans are still a very important part of security,” Shier said.

Getting Back on Track

When it comes to security focus, ransomware victims spend proportionally less time on threat prevention (43%) and more time on response (27%). That’s compared to 49% and 22%, respectively, for those who haven’t been hit.

To get back on track, organizations need to have the right tools to do so, Shier said.

“Specifically, they need tools that can help them understand how and when the attack took place, and [which] systems were impacted,” he said. “Without this information, it can be nearly impossible to fully remedy the situation since there’s a chance a compromised system will get missed and methods of entry will be overlooked.”

It’s encouraging that more than three in four organizations are patching their systems and applications within a week, Shier said.

“When combined with the State of Ransomware report, what the data also reveal is that companies that patch the fastest are not at reduced risk for ransomware,” he said. “It highlights the fact that ransomware protection is a complex interaction between people, processes and technologies.

Battling future attacks means a focus on prevention and layered security, he said. That includes prevention against known and unknown threats, and also against new tactics and vulnerabilities.

Examples of an effective layered security defense include:

  • Network tools that can detect, block and isolate systems that are exhibiting suspicious or malicious activity.
  • Sandboxing technology that can stop threats coming in through phishing, spam or web downloads.
  • Endpoint protection that can prevent exploits, block ransomware and stop active adversaries.
  • User-aware context that understands what normal looks like in your environment and responds to deviations.
  • A strong security culture that understands IT security is everyone’s responsibility.
Oct 14

Warranty Master Rebrands to ScalePad, Unveils Latest Service

By | Managed Services News

ScalePad has grown rapidly in the last 12 months.

Warranty Master is rebranding to ScalePad and launching software asset management, it’s latest services innovation for MSPs.

ScalePad is expanding its asset life cycle management portfolio to include hardware, software and warranty services. Its MSP partners now have access to 10 times more data totaling 100 million assets managed.

Dan Wensley is ScalePad‘s CEO. He said changing the name from Warranty Master to ScalePad is a “milestone in our maturation as a company.”

ScalePad's Dan Wensley

ScalePad’s Dan Wensley

“And it reflects the evolution of our value proposition to our MSP partners and the MSP ecosystem at large (RMM, PSA),” he said. “With the launch of software asset management, MSP partners can now manage their entire asset life cycle for hardware, software and extended warranty services.”

Software Asset Management

Software asset management allows MSPs to manage all of their clients’ IT assets through one automated application.

Features and functionality include:

  • The ability to standardize software versions and RMM agent installs across an entire client base.
  • Software insights to drive hardware sales by identifying opportunities for renewals and replacement.
  • Summary reports with insights to further build client relationships by giving insights and proof points.
  • A dashboard that facilitates productivity by giving an overall health view of software for an organization.

“The real business impact to our MSP partners comes into play with our new and expanded functionality which significantly expands our asset management footprint,” Wensley said. “The rebranding itself is a signal of the success and continued services we are bringing to channel partners to scale their success, and bolster productivity and profits.”

ScalePad has grown rapidly in the past year, amassing 8,000-plus MSP partners in 76 countries. Moreover, it has established and expanded relationships with more than 30 alliance partners. That includes RMM brands such as ConnectWise, Datto, Kaseya, SolarWinds MSP and NinjaRMM.

“With more actionable hardware and software data, MSP partners can better support and anticipate the needs of their customers,” Wensley said. “The automated data collection and insights provided empower MSP partners to further enhance the value they provide to their customers now and in the future.”

More Key Enhancements

Beyond software asset management, ScalePad has introduced several key enhancements and innovations in the past year and a half. Examples include automated data collection, instant extended warranty quotes, and server and network extended warranties.

“Partner feedback is a top priority,” Wensley said. “Our partner advisory council definitely played a role in the expansion of our portfolio. And the rebranding reflects the scale our partners value from using our application.”

“Our customers look to us to help manage and protect their IT investments — all while minimizing risk and maximizing business outcomes,” said Patrick Murphy, president of Results Technology, an MSP partner. “It would take me hours to get actionable data manually. But ScalePad allows us to quickly identify and manage our clients’ hardware and software assets while providing the detail we want and need to optimize their operations and ours.”

Oct 14

AI at the Edge Reality Bolstered by Advances in Silicon and More

By | Managed Services News

Omdia research identifies multiple factors shaping AI at the edge.

For artificial intelligence (AI) at the edge to become a reality, there are some core requirements. Among the most vital are high-end processors capable of doing the job.

Emerging products are poised to make AI at the edge – which is key to application success across vertical markets – a reality in the near future, according to recent research from Omdia.

Connecting the Dots: AI at the Edge” examines the factors that will shape AI at the edge. The research also looks at short-term and long-term practical uses cases for AI at the edge across five vertical markets.

Omdia's Bill Morelli

Omdia’s Bill Morelli

“A lot of what we’ve seen with AI advancements over the past few years – even more when you look at IBM Watson – were driven by the cloud. These were real-world applications, but we were figuring out how to use AI effectively — and what the boundaries and the capabilities of the technology were,” Bill Morelli, vice president for enterprise at Omdia, told Channel Futures. “What we’ve grown to as the market has evolved is a point where we see the potential for AI to be used more effectively, if we move it out of cloud.”

All kinds of compute workloads have been pushed to the cloud over the last decade in the as-a-service model. What Omdia sees now is the need and potential to do more of this at the edge with better results.

Edge computing is part of a distributed, or decentralized, computing architecture where data processing happens closest to the device. The proliferation of IoT devices and the need for data collection and analysis is a key driver of AI. The increasing need for processing speed for IoT data-intensive applications is driving AI at the edge.

From Cloud to Edge

Overcoming network latency and driving speed is a must to meet the needs of IoT. That’s why Omdia’s research suggests a shift from cloud-based AI solutions to AI at the edge. 5G is also an enabler here.

Here are the five factors Omdia says will shape AI at the edge.

  1. New and emerging edge use cases. While smartphones may have been the tip of the spear for AI-at-the-edge devices, emerging use cases from enterprise and industrial will be what drive future growth.
  2. Diverse, cost-effective silicon solutions. AI has been a key driver for silicon growth in the high-end processor market for the past several years, but what will enable AI to proliferate at the edge will be a diverse portfolio of processors that can address a range of use cases. [Worldwide shipments of AI-optimized processors for edge systems was forecast at 340.1 million in 2019. By 2023, IDC research estimates the market will for unit shipments will reach 1.5 billion, for a CAGR of 64.9%.]
  3. New compute ecosystem from cloud to edge. Distributed computing technologies such as Kubernetes have made hybrid and distributed cloud infrastructures more manageable and operationally agile. The server market is already seeing the impact of this trend.
  4. CSPs use AI at the edge to optimize for AI at the edge. In order to offer compelling AI services at the edge, CSPs are also adopting AI at the edge to achieve low latency for new services, improve the customer experience and reduce costs.
  5. Broad range of industry verticals with specific requirements. Video surveillance is just one area where on-device AI is enabling a fundamental shift in the industry. Other industries, from fast food to oil and gas, are also seeing the benefits of deploying on-device AI.

Vertical Markets

The Omdia report looks at the short-term and long-term outlook for AI at the edge across vertical markets. The five vertical markets are manufacturing, health care, smart buildings, utilities and video surveillance.


  • Short-term outlook (2020): With limited edge expertise and edge products new to market, applications (bar vision) will continue with threshold analytics rather than “true AI” machine learning.
  • Long-term outlook (2021): Edge compute and control devices from IT companies will shift strategic relationships from …
Oct 13

How to Achieve Cyber Resilience

By | Managed Services News

Cyber resilience is the measure of the organization’s ability to keep the business running and get back to normal quickly after an attack.

“Ten years ago, you didn’t see state actors attacking [small businesses]. But it’s happening now,” warns George Anderson, product marketing director at Carbonite + Webroot, OpenText companies. That’s where cyber resilience comes in.

Sadly, many of today’s managed service providers who serve small and midsize businesses now have to concern themselves with these very threats. Independent and state-sponsored hacking groups use sophisticated hacking tools (advanced persistent threats or APTs) to gain unauthorized access to networks and computers, often going undetected for months or even years at a time. In fact, according to the 2020 Verizon Data Breach Investigations Report, cyber-espionage is among the top patterns associated with breaches targeting businesses worldwide.

These attacks can be difficult even for highly sophisticated enterprise security teams to detect, stop or recover from. But all businesses, no matter their size, must be ready. MSPs specifically, ranging in size from a few techs to a few hundred professionals, may find they need help protecting their SMB customers from APTs—and that’s on top of the consistent onslaught of threats from ordinary, profit-motivated cyber attackers. That’s where the concept of cyber resilience comes in.

What Does Cyber Resilience Look Like?

“Being [cyber] resilient–knowing that even if you’re knocked offline you can recover quickly–is essential for today’s businesses,” George says.

The reality is that a breach is pretty much inevitable. Cyber resilience is the measure of the organization’s ability to keep the business running and get back to normal quickly. “It’s being able to absorb punches and get back on your feet, no matter what threatens,” as George put it in a recent podcast with Joe Panettieri, co-founder MSSP Alert & ChannelE2E.

How Can Businesses and MSPs Achieve Cyber Resilience?

Because cyber resilience is about both defending against attacks and preparing for their inescapability, a major component in a strong resilience strategy is the breadth of coverage a business has. In particular, having tested and proven backup and disaster recovery solutions in place is the first step in surviving a breach. If a business has reliable, real-time (or near real-time) recovery capabilities, then in the event of an attack, they could make it through barely skipping a beat.

Now, George has clarified that “no single solution can offer complete immunity against cyberattacks on its own.” To reduce the risk of events like data loss from accidental deletion, device theft or hardware failure, your clients need multiple layers of protection that secure their devices and data from multiple angles. Here are George’s top data protection tips:

  • All data must be continuously backed up and available.
  • Data stored within collaboration tools, such as Microsoft Teams or SharePoint, should be backed up, too.
  • A full cyber resilience strategy should include cybersecurity and threat prevention features, network protection and end user education, in addition to backup and recovery solutions.
  • Choose vendors that are known within the channel for their easy management, integrations with RMMs and/or their reputation with your fellow MSPs.

Ultimately, George says, ensuring business continuity for MSPs and the businesses they serve through comprehensive cyber resilience solutions is the primary goal of the Carbonite + Webroot division of OpenText.

“We want to up the advocacy and stop attacks from happening as much as we possibly can.  At the same time, when they inevitably do happen, we want to be able to help MSPs recover and limit lost time, reputation damage and financial impact so businesses can keep functioning.”

To learn more about cyber resilience or request a free data protection consultation, click here.

Justine Kurtz has crafted the voice of Webroot, an OpenText company, for over a decade. As senior copywriter, she partners with clients across the organization (and the globe) to communicate the value Webroot and Carbonite solutions bring to businesses, consumers, and technology partners alike.

This guest blog is part of a Channel Futures sponsorship.


Oct 13

Avast Business Promotes Microsoft, Symantec Vet to Lead Global Channel

By | Managed Services News

Marc Botham joined Avast six months ago as regional director for the UK and Ireland.

Avast has promoted Marc Botham to vice president of worldwide channel and alliances for Avast Business.

Botham joined Avast six months ago as regional director for the U.K. and Ireland. Then he quickly progressed to managing Avast’s network of channel partners across the globe.

Avast Business' Marc Botham

Avast Business’ Marc Botham

Botham has more than 20 years of experience. He worked as senior director for EMEA SMB sales at Symantec. He also was senior director of U.K. channels at Microsoft. And he most recently was managing director of U.K. and Ireland at Quest.

Botham will report directly to Anthony O’Mara, Avast Business‘ vice president of sales. Furthermore, he will manage a global team from Avast’s office in London.

“Marc joined us in March and he’s been a great addition to the team,” O’Mara said. “His knowledge of the industry, and experience working with businesses and partners, will be a great asset as we continue to grow and strengthen the Avast Business portfolio.”

In a Q&A with Channel Partners, Botham talks about his new role and what partners can expect in the coming months.

Channel Futures: How is your role changing with Avast?

Marc Botham: My previous role was as country manager for the U.K. and Ireland on the consumer side of the business. As part of Avast‘s ongoing commitment to a channel-first strategy, my new role … was created within the commercial business unit. I am fortunate to have a 20-plus year career history of leading channel organizations and programs with many major software vendors such as Microsoft, BMC and even some of our competition, and am excited to take on this new role.

CF: What is at the top of your to-do list?

MB: My key priority supported by our distribution partners is to focus on a significant partner recruitment drive globally. In order to address our significant growth aspirations in the SMB segment, we need to significantly increase the size of our partner ecosystem to support us in all regions.

I am constantly hearing from partners how they feel disenchanted by our competitors who have become complacent. I assure this is not something we will do at Avast.

We are placing the channel first in all our sales and go-to-market (GTM) sales motions, and working with every partner in a true partnership, to both parties’ commercial benefit. This is best reflected in our channel-first strategy, which this year will include a new channel program providing class-leading channel margins (up to 55%) and supporting partners’ own individual IP development as we build unique joint GTM propositions. This is vital as partners move away from simply reselling solutions to focusing on delivering business outcomes and creating real customer value.

CF: What’s your take on Avast channel strategy? Any changes needed?

MB: If recent events with the pandemic have proved anything, it is the need to constantly adapt so change will always be needed. I think we have been very transparent with our channel-first strategy. We are aiming for a clear and concise program without the usual complex elements found in many traditional programs. In other words, an Avast partner can quickly and easily …

Oct 13

360insights’ Channel Success Platform Expands with Perks Acquisition

By | Managed Services News

360insights will launch a new group called the TMT practice.

360insights‘ Channel Success Platform services and software capabilities will expand with the acquisition of Perks WW.

This acquisition comes on the heels of 360insights’ purchase of CR Worldwide earlier this month. Twenty-year-old Perks WW is a provider of channel incentive programs around market development funds (MDF), rebates, point-based incentives and solution delivery. The company also focuses on consumer rewards programs.

360Insights' Jason Atkins

360Insights’ Jason Atkins

“This is an exciting moment for 360insights as we make another strategic and positive move to continue our momentum of growth,” said Jason Atkins, founder and CEO of 360insights. “We welcome Perks WW, with its exceptional suite of channel sales incentive offerings, dedicated team of professionals and its broad customer base, to our growing team. We look forward to leveraging all of our best-in-class assets to provide the best experiences and solutions for our customers.”

Canada-based 360insights is expanding its business worldwide, growing its workforce, reach and customer base. The company is also on a mission to increase key product capabilities including point-based loyalty solutions and multilanguage solutions. This is 360insights’ sixth acquisition in less than three years.

Winning Strategy

The company’s strategy is to win in the channels information management (CIM) space. That means continuing on the path of 50%-plus annual growth, with half coming organically and half through acquisitions and consolidation.

“The channel ecosystem, like the marketing technology space in the 2000s, continues to consolidate. Our belief is that three to four major players will emerge in the channel incentives management space over the next five years. We believe 360insights is positioned to be one of the winners,” Atkins told Channel Futures.

Keep up with the latest channel-impacting mergers and acquisitions in our M&A roundup.

For 360insights, the Perks acquisition will add knowledge around the technology, media and telecom (TMT) channel.

“Clients in those industries will see a growth in our industry knowledge and solutions.” The company will share the expertise it gets in TMT “with our other industry clients as best practices and future trends,” said Atkins.

The vendor’s Channel Success Platform will gain two new modules – B2B rebates and consumer research rewards – from the Perks purchase.

The Perks WW executive team will join 360insights. The vendor will launch a new group called the TMT practice, which will focus on working with existing clients and prospects on thought leadership and future trends. Claudio Ayub, chief strategy officer at Perks, will head up that new group as senior vice president, TMT Practice.

360insights did not say how much it paid for Perks WW.

“We do not disclose the purchase price of private companies; however, the price is reflective of Perks’ continued growth and success in the channel incentives management space,” said Atkins.

Oct 13

Quick Survey for Channel Futures Readers

By | Managed Services News


Quick Survey for Valued Channel Futures Readers

“article aside footer header nav section time”.replace(/w+/g,function(n){document.createElement(n)})


Answer this quick survey and you’ll be entered to win one of two $25 Amazon gift cards!

Channel Futures is looking to learn more about its most valued readers.  Answer the quick survey below and you’ll be entered to win one of two $25 Amazon gift cards!


Oct 13

Indirect Business Model Most Advantageous for ICT Products, Services

By | Managed Services News

The new GTDC report settles the go-to-market debate. Win with partners.

The indirect business model – the two-tier model that leverages partners and distributors – reaps better returns for vendors. This outcome is based on a comparison with other go-to-market (GTM) strategies. That’s according to a report from the Global Technology Distribution Council (GTDC).

The report – Distribution’s Edge: An Economic Analysis of Routes to Market for ICT Products and Services – scrutinizes three popular GTM models — direct-to-customer, single-tier indirect and partner-led indirect. It dives into vendor needs such as sales, staffing, and the pros and cons of the three GTM models, The partner-led indirect model shows a consistent advantage. The report examines vendor requirements at different stages of company growth.

GTDC's Frank Vitagliano

GTDC’s Frank Vitagliano

“The findings paint an intimate picture of go-to-market strategies in our industry, including some nuances many people likely don’t know or understand,” said Frank Vitagliano, CEO of the GTDC. “But it’s important to recognize that these are all elements discussed daily within IT companies around the globe. As a result, the takeaways from this report resonate just as strongly as the ones we discovered 10 years ago.

Vitagliano refers to two studies the organization did a decade ago; this is a fresh look at that research. The new Distribution’s Edge report looks at what it takes to form and optimize a GTM strategy. That strategy is based on a technology’s price point, target audience, maturity and more.

The partner-led indirect GTM model is the most prevalent among ICT vendors and service providers. The two-tier distribution model outsources product selection, deal financing, partner recruitment, tech support and more to third-party distributors.

“Where GTM models really make their mark on an organization is in the economics they produce. Each of course, has certain advantages and disadvantages,” according to the report authors.

GTM Model Comparison

A comparison referenced in the report compares a direct model and a partner-led model. In the direct model, the vendor has many responsibilities; for example, product awareness, lead generation, solutions quoting, pricing, delivery, integration and returns. In the partner-led model, these actions are outsourced to a distributor.

“Often, these undertakings can amount to 25% or more of a vendor’s selling, general and administrative (SG&A) expense,” according to Vation Ventures.

The GTDC report looks at five business outcomes that each of the three GTM models influence — control, scale, profitability, customer satisfaction and competitiveness.

The report also provides a closer look at four vendors and how different GTM models could impact their businesses. One vendor is a mature $1 billion plus hardware company. Another closer look focuses on a young $250 million software company. There’s also a look at a hybrid technology company with over $200 million in revenue. The fourth closer look focuses on an emerging technology vendor.

The report looks at a variety of vendor types in various stages of growth because the impact of a GTM strategy changes as a company matures.

CommCentric Solutions and Vation Ventures developed the report on the indirect business model.