Everyone who does business with Ingram has a listing in the company’s CRM system. And if yours is like most of the records in there, it probably categorizes you as a “VAR.” True enough, more often than not, but most channel pros these days are MSPs, integrators, or developers as well.
“[If] my sales team that’s handling them on a daily basis isn’t informed on that and doesn’t have that in front of them, then we’re probably not asking the right questions or having conversations around the right solutions and services that we can offer,” Robinson says.
With that concern in mind, Ingram will soon launch a wide-ranging partner profiling effort aimed at assembling a much more detailed and complete picture of partners via surveys and phone calls.
“If you’re going to deliver a differentiated customer experience, the only way you’re going to be able to do that is if you know your customer at a much deeper level than anybody else,” Robinson notes. “We’re constantly going to be talking to them and making sure we have the right information.”
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