In CRN's flagship annual Channel Awards, channel marketing agency ResourceiT came out on top as Channel Service Provider of the Year - Support.
Here, general manager Tory Simpson shares a detailed view into what has driven the company's successes, their ongoing growth strategy, and how they see the UK channel shifting this year.
1. Congratulations! What did it mean to win the award that recognises excellence in an area that is so key to the IT services market?
Winning the CRN Service Provider of the Year Award means ResourceiT has gained recognition for delivering good service above all else.
This is important to us because as a team, we know what we invest every day, to ensure our clients benefit from the highest levels of service. Over the many years we've been in business we've learned that things don't always go to plan. Sometimes things happen outside of our control.
It's how you deal with the challenges that matters - and our focus on client service is what makes us stand out. To be recognised for that by the judges means so much to everyone at ResourceiT.
2. What has the impact of this recognition among your peers, and your customers been?
As expected, our clients and peers have been absolutely thrilled for us. We have built many strong relationships across the channel and collectively work hard to maintain them.
Our clients and partners are definitely proud to be working with an award-winning agency (as seen on social media)!
We've also had a variety of new companies approach us, keen to be part of our community and explore new partnerships.
That creates an abundance of new opportunities for all of us, which is great for the industry and presents new future revenue streams for us to explore. So all in all, quite an impact.
3. Has the last 12 months changed ResourceiT's business model or engagement with partners or customers in any way?
The last 12 months has seen a huge amount of change for us, and there have been some key, pivotal moments that have shaped our future business. We achieved 30 per cent growth, launched a new brand, and moved into swanky new offices for us to call home.
New energy and a renewed passion for all things channel marketing has meant our game has never been stronger! We're in a prime position to take on the behemoths in our industry and start revolutionising the way our clients show up in the IT channel. Watch this space.
4. What has been the biggest market shift to impact your business over the last 12 months?
We're seeing a huge shift to out-sourcing of marketing from IT organisations of all shapes and sizes. In the current economic climate, where spending and headcounts are frozen, and sales pipelines are unpredictable, we are hearing time and again how hard it is for businesses to retain the variety of marketing skills needed.
The blend is so broad now, from copy, to design, to video to digital - it's hard for IT-centric businesses to retain all the marketing skills they need in-house when budgets are so tight.
Through ResourceiT, access to end-to-end brilliant people, available when you need them is becoming a very attractive and cost-effective marketing solution.
5. What is the most important factor(s) to being successful in marketing?
Our agency ethos is ‘the right message, on the right platform, at the right time'. We strongly believe that this is the secret to success.
There's no denying that everyone has a need for technology and the channel is there to deliver it, but it's all about getting the message to your ideal prospects spot on, and more importantly, landing it when your audience are at the right point in their buying cycle and where they will see it.
IT channel marketing is a complex beast, and whilst we may be biased, it's something we like to think we've pretty much nailed.
6. What's next: What is the most influential trend already making an impact, or on the horizon, that will influence growth in the UK channel in your view?
Employee Engagement is one of the biggest we think. During and following the pandemic it became obvious to a lot of people that being happy at work, is not just about the pay and the obvious benefits.
Strip away the canteen, subsidised gym membership or on-site shop, and many found they were left working for organisations that didn't really care much about their health and well-being.
Growth in the UK channel will be influenced by this because end-customers will invest in technology that improves human experience (whether that's employees or customers). IT companies that focus on delivering a great ‘human experience' or increased ‘employee engagement' value-add will do well.
In the meantime, IT businesses that invest in their employees, respect individuals needs and focus on diversity and inclusion, will attract the best staff and grow the quickest. Did we mention that we just achieved Great Places to Work certification?
This is a sponsored article in collaboration with ResourceiT.