At CompTIA Breakaway 2011, the message was clear to the 1,000 attendees: Let technology take a backseat, and focus on helping your customers solve their everyday business challenges. Executives from top tech companies, analysts, and IT channel partners all reaffirmed this statement throughout the week's event. Customers care about business efficiency, not technology, so technology partners who can help customers boost business processes and help them grow are significantly more likely to win new business.
"The money is in understanding the domain the end user is living in," Mike deVente, vice president, North America channels, Motorola Enterprise Mobility Solutions, said Wednesday during the Channel Chiefs Power Panel. "What are they trying to accomplish? Bring the solution to the problem and the technology will support it."
According to numerous speakers, the key to winning business is understanding the workflow of a business. There isn't a "one size fits all" product for any market, so it's up to the IT service provider to listen to the customer's needs and respond with a customized strategy, not just broad technology. It comes down to the IT service provider's ability to identify where the customer needs the most help, and how a technology solution can improve the customer's business.
The conference concludes today with the CompTIA Tech Summit, which will feature keynote speeches and panel discussions on cybersecurity and healthcare IT.