“Digital transformation is not just about technology,” says Robert Cooper, Managing Director of the Americas branch of Wildix, Inc. “It’s about consumption models, it’s about different buying channels that are offered, and it presents a unique opportunity to think outside the box.” Cooper continues, “You need to be able to lean on one specific area that you know inside out.” In the MSP world, according to Cooper, the MSP faces, literally out of the box solutions that the customer can access on his own. Voice, security, CX, CRM, business processes and more, have increasingly been commoditized, at least at some level. There are freemium services and very low-cost alternatives being offered to business customers. Here comes heavier economic weather and the business owner will be looking to trim costs. “You need to be the market professional,” says Cooper. “The business owner must be able to understand the value.”
In this podcast Cooper makes the case for specialization. Knowing as much as one can know about a brand, a technology, a solution, a situation and perhaps an industry. Being seen as the expert on that topic is critical. This is a strategy to move the MSP out of the price depressed commodity markets and into a niche space where customers are buying the value of a company that comes in and advances a whole business process.
Cooper has over 20 years of experience in leading technology sales teams, successfully managing initiatives at large tech companies, and developing businesses as a member of several company and industry boards. Cooper has extensive experience in bringing new concepts to market through the channel and is well-versed in how new market models and technologies impact the channel today. In addition to his military background, he has served as the Alabama State Chair for the White House Conference on Small Business. Cooper is a frequent guest on the TR Podcast channel.
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