3CX ecosystem thrives

A partner ecosystem-led approach powered by knowledge is central to 3CX’s ambition to become the top UC vendor within three to five years, according to Global Sales Director Natassia Allery.

Building and scaling an information-led partner ecosystem strategy will enable 3CX to realise the full potential of channel partners, accelerate growth and disrupt the global UC vendor league table in 3CX’s favour, believes Allery. The company continues to facilitate partner events, forums and online communities that strengthen its channel ecosystem, with greater knowledge sharing creating stand out levels of expertise that set its resellers and MSPs apart, she claims.

“Knowledge gaps between suppliers and resellers are not uncommon in the technology industry, especially in fast evolving markets like UCaaS and contact centre,” stated Allery. “Various factors create these gaps, such as partners being bombarded with information that’s hard to filter, the complexity of the technology, inadequate training, poor resources, changes in customer demands and evolving market dynamics. Building a vibrant community where partners can network, share best practices, collaborate on projects and provide feedback creates a sense of belonging and encourages mutual growth.”

Building a vibrant community where partners can network, share best practices, collaborate on projects and provide feedback creates a sense of belonging and encourages mutual growth

Allery also noted that 3CX’s pursuit of a unified partner ecosystem is advanced by formal training and certification programmes on features, capabilities and best practices, along with resources such as documentation, guides and webinars. Partners’ understanding of the technology and market trends is also supported through dedicated channels including partner portals, account managers, pre-sale and technical support teams, lead generation, marketing and sales enablement.

The requirement for partner enablement is strong across the channel and vendors driven by this imperative stand to gain most, as do their partners. “By implementing these strategies and fostering a collaborative ecosystem 3CX can empower partners to better serve customers and capitalise on opportunities in the UCaaS and contact centre space,” reaffirmed Allery.

To emphasise the point she says 3CX’s most valuable assets are its forums, which also provide food for thought when looking at ways to improve or introduce new features and functions. The vendor’s emphasis on feedback is reflected in the release of its V20 platform and portfolio mix of hardened security, easier configuration, along with future integrations with Grafana for advanced reporting options and AI.

Positive feedback
Two years in the making 3CX V20 was released in February and has since registered high adoption rates and positive feedback. A welcome aspect of the solution is that resellers can sell a pick-and-mix end-to-end solution (with recurring revenues) they are familiar with and can readily support, because 3CX does not tie them into selling specific hardware, software or SIP trunks.

Looking ahead, Allery says AI has the potential to transform working models and 3CX is ready to capture those upcoming opportunities. “AI will help steer the market into the future and the early adopters will experience huge benefits,” she added. “We plan to build on 3CX V20, especially AI integration that will make using and managing the system easier. In terms of market approach, we like to keep things simple and easy.”

3CX is also expanding its partner and alliance recruitment activities with a view to extending its influence across all markets. “Building and maintaining a strong network of channel partners, including resellers and distributors, is crucial for reaching all industry verticals and horizontals in the UK,” added Allery.

3CX currently has over 1,000 active partners in the UK, with a 35 per cent rise in new active partners registered last year. “Our existing partner base is also steadily growing, hence the increase of our partner targets in 2024 which are aligned with their growing achievements,” noted Allery. “In the coming two years we also expect the number of larger partners to grow significantly.”

Understanding industry and customer challenges and addressing them through simplified technology (supported by inter-partner collaboration) will remain an integral part of 3CX’s go-to-market strategy. And the company’s knowledge-led and ecosystem-powered approach will be a core lever for success in what Allery says is the channel’s biggest opportunity – the PSTN switch off. “This is a huge opportunity for 3CX and our resellers because companies unprepared for the switch off need to get ready quickly,” she stated. “It’s also an opportunity for businesses that have already made the switch to digital to re-evaluate their choices and ensure they made the right technology decision.”

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