Buying Strategies for Communications Services

Author: Robin Gareiss, CEO and Principal Analyst

How enterprises are working with channel partners and platform providers, and why channel partners decide to work with platform providers

Metrigy’s global benchmark study analyzes how enterprise decision-makers procure Unified Communications and Collaboration (UCC), Contact Center (CCaaS), and global voice services, alongside the evolving role of technology channel partners.

Key Trends & Insights

• Direct Procurement Shift: Most organizations prefer buying directly from platform providers over third-party channels, though larger enterprises continue to rely heavily on channel partners for complex integrations and ongoing management.
• Value of the Channel Ecosystem: While individual platform providers are often cited as single top-value partners, the broader channel ecosystem—including VARs, MSPs, TSDs, and integrators—collectively drives the majority of ongoing operational value for enterprises.
  
• Unified Communications & Contact Center Alignment: A strong majority of organizations purchase their unified communications and contact center platforms together from a single source, seeking unified capabilities and simplified administration.
• AI Transformation in Selection Criteria: The rapid integration of AI is actively reshaping vendor criteria. Enterprises prioritize platforms and partners that offer pre-built integrations, agent assist, and governance capabilities, with specialized AI experts rapidly growing in strategic importance.
• Integration Capabilities Lead Decision-Making: Across both platform providers and channel partners, technical integration capabilities, competitive pricing, and domain expertise are the primary drivers when selecting a primary vendor.
• Partner Expectations: Channel partners choose vendor platforms based on technological innovation and AI leadership, calling on primary vendors to provide enhanced channel support, deeper vertical expertise, and better account management.