Onward’s Ward: Alignment’s Key to Vendor Relationships

When she was named one of Channel Futures 2025 Top 50 Channel Influencers, Onward Communications president Tricia Ward said it was a “fluke” that she even became a channel partner.

But Ward’s success is no accident. An accomplished salesperson, as an executive she has established herself as a well-respected channel advocate and thought leader. She now runs two companies. Onward has been around 23 years and sells cloud, security, and network connectivity. Ward also founded Outsourcive in 2017 to sell back-office services to agencies. Onward was the first Intelisys Platinum partner and is a long-running Intelisys Club TPC winner. Besides recognition as a Top Channel Influencer in 2025, Ward was included in the 2024 Channel Futures Technology Advisor 101 list. She also joined the Channel Partners Technology Advisory Board this year to provide strategic guidance for Channel Partners Conference & Expo.

In this Q&A with Ward, she spoke about her leadership strategies and how she measures customer success and overcomes hiring challenges to build great teams. She also offered predictions on AI, cybersecurity and technology services distributor (TSD) consolidation.

Channel Partners: You've held several leadership positions including president of Onward Communications and CEO/founder of Outsourcive. What key lessons from your entrepreneurial journey have shaped your approach to business leadership?

Ward: My 23-plus year journey has taught me to be focused on the long game, and not short-term gain. I also follow a personal motto of being opportunity focused, where all things are capable and within my reach, instead of the alternative which is operating from a place of fear of what you can't do, can't be, or won't accomplish. This positivity has always been a strength. When you remain optimistic and see yourself as highly capable, others will invest in those ideals and a cycle of good things begins.

Tricia Ward

Channel Partners: As someone recently appointed to the Channel Partners Technology Advisory Board, how have you seen the TA landscape evolve over the past few years? What changes do you anticipate in the next 18-24 months?

Ward: We have all been witness to agent acquisitions over the past four years and I think the eventual outcomes of those remain somewhat unfulfilled. I contend that there needs to be consolidation among the UC [unified communications] and CC [contact center] providers so stronger leaders with concise value props can better benefit customers seeking these solutions. Not everyone will be good at AI, so I predict that will be a messy space for a while. I also believe that cybersecurity is under tapped, especially when it comes to education on governance. Lastly, maybe we will see one or two TSDs merge or collapse as frictionless buying becomes more ubiquitous in the channel.

Channel Partners: Onward Communications operates in a rapidly changing technology ecosystem. How have you adapted your business model to meet evolving client needs, particularly with the rise of cloud communications?

Ward: I am a strong believer in continuous learning and embracing change so to that extent our model is always evolving to meet the rising and complex needs of our clients. Always upskill.

Channel Partners: What strategies have proven most effective in building and maintaining productive relationships with technology vendors and service providers in today's competitive landscape?

Ward: We focus on vendors and service providers that are invested in our mutual success and that have a consistent record of meeting our customers’ goals. Alignment here is key. We look for purpose-built suppliers who align with our customers’ initiatives and don't ask suppliers to be something they are not. We also respect their time, efforts and money and make sure they are aware that their involvement is instrumental to our success.

Channel Partners: How do you define and measure success for your clients, and how has this definition evolved as technology solutions have become more complex?

Ward: I don't leave this up to guesswork. On complex projects, we work with our clients at the inception to define mutual success criteria. Then we develop metrics structured around these stated goals. Along the way we benchmark when milestones are met, and at the end of the project we document back to the original, mutually defined success criteria and ask the client to agree/disagree/grade us. Customers who are willing to invest in this kind of alignment tend to have much more successful outcomes.

Channel Partners: How does Onward Communications approach AI integration in your service offerings, and what advice would you give other technology advisors looking to incorporate AI solutions?

Ward: We are cautiously approaching how AI can work to streamline or enhance our processes. Right now, we are adopting native AI offerings in our various platforms and learning how to better incorporate those into our day-to-day workflow.

Channel Partners: The technology advisory space faces talent challenges. What approaches have worked best for you in attracting, developing, and retaining top talent?

Ward: This continues to be one of the biggest challenges for the business. We are fortunate to have great people who like what they do. At the present time, I am looking at college internships and trying to see if we can build talent from the ground up to focus them narrowly on cyber, AI and cloud.

Channel Partners: You were recently recognized as one of Channel Futures' 50 channel influencers. How do you leverage your industry influence to drive positive change in the technology advisory ecosystem?

Ward: I have an intentional approach to influence positive change and foster collaboration. I regularly engage in thought leadership to help shape industry narratives, mentor emerging advisors, belong to various supplier boards and outside groups, do podcasts and public speaking; basically anything I can participate in to bring awareness to the channel and drive home the narrative that we are THE place to do business with.  

Channel Partners: In a space with many technology advisory firms, what unique value proposition has helped Onward Communications stand out, and how do you communicate that difference to potential clients?

Ward: My value proposition centers around our knowledge and deep experience in the channel. Customers know our depth and have come to rely on our uber responsiveness and our ability to be a tremendous source of knowledge, plus cut through the noise of suppliers. Our commitment to being a serious source of "truth" aids our ability to stand out.

Channel Partners: Based on your experience guiding businesses through technology transitions, what emerging technologies or industry shifts should technology advisors be preparing for today to remain competitive in the next three to five years?

Ward: Advisors need to focus on technologies that are best poised to reshape and enhance business outcome efficiency. High impact solutions like agentic AI, developing knowledge and substance around cybersecurity compliance and AI governance plus understanding how these technologies intersect to create integrated solutions will strengthen and build trust of our vast capabilities. This will enable the channel to dominate the next three to five years.