In this Channel Partners TV interview with Susan Leveritt, Sangoma Technologies' channel chief, she talks about how Sangoma has gone from a single product to a full customer solution and diversified its partner base. Sangoma now sells through MSPs as well as VARs, tech advisors and wholesalers.

During the interview at Channel Partners Conference last month, Leveritt said she had encouraging conversations with partners about the evolution of sales.

“Thankfully, partners are getting more educated on what's happening in terms of where the customers are going, what they need to be focused on, and they're really starting to lean more into not only the suppliers, but the technology service brokers,” Leveritt said. “Their level of expertise is helping them navigate all the different types of technologies so that they've got a much stickier customer. The more things we add, the stickier that customer is going to be.”

Sangoma sells fully integrated UCaaS solutions featuring telephony, meetings, messaging, and more. The company bundles its business communications tools with network and security services.

“Because our go-to-market models are so diverse, and because our product portfolio is quite large, we appeal to a lot of different types of partners,” she said. “What I've been seeing with MSPs specifically is they’re really embracing all the different ways that they can service a customer through our robust portfolio. What I've also noticed in the value-added reseller market is … the way the technology trends have developed over the last few years has reinvigorated VARs into learning new technologies and new ways to help their customers meet the demand of a competitive marketplace.

Susan Leveritt

Leveritt said Sangoma’s wholesale model resonated with partners at Channel Partners Conference.

“Wholesale models may not be for everybody, because there's a lot of requirements and regulations that typically go with it, but because we've got a model that basically gives them the ability to deliver all those things to their customers, enjoy more margin, but not be burdened with all the taxation and regulatory and compliance things. I can't believe the interest we've gotten for that,” she said.

Watch the entire video at the top of the page.