News, insights and opinions – the OneGTM blog keeps you up to speed with industry and agency developments, the latest go-to-market thinking and our views on whatever catches our attention.

10 November 2017 | Phil Brown

Powered by BroadSoft leading the way

Apart from the big news about their acquisition by Cisco, BroadSoft’s recent Connections conference was noteworthy for the latest announcements regarding the Powered by BroadSoft channel program.

Powered by BroadSoft is a great example of how leading vendors are evolving the way they go to market with partners. The program provides a comprehensive set of platforms, tools and content to help channel partners manage the complete customer lifecycle – from acquisition, through onboarding to adoption.

BroadSoft’s approach reflects a couple of key requirements we see in the market today. One is the need for a more collaborative, end-to-end approach to channel marketing, which makes it easier for partners to deliver the integrated, digitally-enabled campaigns that are needed to engage prospective clients. (For more thoughts on this read our ‘Driving growth through the channel’ eGuide)

The other is the need to provide more complete customer lifecycle support to partners – recognising that in a cloud-based world, the partner’s job doesn’t end with customer acquisition. Success depends on successfully onboarding customers, driving user adoption and upselling additional services.

We’ve been working with BroadSoft over the last 18 months to support the development of the program and it’s great to see it getting such positive recognition in the industry.

Another OneGTM client, Gamma, have been a beneficiary of the Powered by BroadSoft program, utilising a number of the campaigns we helped to create. Justin Coombes, Marketing Director at Gamma, has spoken of the impressive results achieved, with marketing conversion rates 2x the industry standard.

See this recent article in Comms Trader for more details about the program. At OneGTM, we’re looking forward to supporting the next stage of the Powered by BroadSoft journey.