CTI Group ditches direct SME sales to cut costs

Channel to gain as communications company refocuses resources

Financial pressures are sparking a turn towards call monitoring applications, according to CTI

Communications software supplier CTI Group is moving to a 100 per cent indirect model for its SME portfolio and rolling out a new channel programme.

Lee Essex, product manager at CTI, said an all-channel strategy would both better support its VARs and help its cost base.

“Yes, it is cost lowering. And this will let us spend more time on improving our professional services,” said Essex.

To back up the change, the vendor is rolling out a new channel programme in Q4, with formal accreditation following in Q1 or Q2 of 2010.

CTI previously split its business between 60 per cent direct and 40 per cent indirect sales.

However, VAR feedback had suggested sales of its call management and recording portfolio – already doing well in the finance and enterprise sectors – could multiply if resellers were better supported.

CTI has also launched cut-down SmartRecord and Proteus products to better suit small resellers selling into SMEs.

Essex said the vendor seeks 50 or so new telecommunications resellers and integrators. “People are looking to monitor their expenditure on telephone systems and staff,” he added.

CTI kit could offer 35 per cent margin and new partners were invited to sign to a growth plan offering various discounts and support.