Strategic Service Provider Era Is Here: 10 Changes Solution Providers Need To Start Making Now

2. Solve Business Problems, Not Technology Problems

Half of customers' technology purchases today are made outside the IT department, and Dudley said chief marketing officers will have a larger technology budget than IT departments within just a few years.

Since solution providers will spend more of their time speaking with businesspeople, Dudley said they need to focus on addressing business problems and treat the IT behind the solution as simply an implementation issue.

As the channel moves from being seen less as a technology supplier and more as an indispensable business partner, Dudley said end users will focus less on the cost of the services and far more on their return on investment.

More than half of BlueBridge's cloud and managed services sales are outside the IT department, Goodman said. 

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