Business VoIP Featured Article

Birch Communications Steps Up Channel Partner Operations with New Benefits

June 23, 2016

By Steve Anderson, Contributing Writer

Birch Communications is well known in the field as far as business VoIP tools go, but increasingly, it's also becoming known for its channel partner operations that help get those business VOIP tools into more hands. To that end, it's modified said operations a bit and even made a new roster move geared toward advancing those programs.


With Birch's Channel Partner Program's expansion, partners get access to a variety of useful tools to help said partners bring Birch tools to their current lines of customers. Several training programs are on hand, from sales improvement to product training, and product demos and other sales helps are all available to help partners drive sales. Birch's president and CEO, Tony Tomae, noted that several factors have driven Birch's success with its channel partners, and expansions in several product lines—including cloud tools, fiber options and Metro-Ethernet—have all given Birch the opportunity to grow.

Not only has Birch expanded its channel partner program, it's also promoted Paul Masters to serve as senior vice president of alternate channels. Masters has served over 20 years in telecommunications, and has brought several channel and business development programs into play. He first joined Birch in 2013, after the company acquired Ernest Communications. Masters plans to drive development in Birch's advanced services, particularly the TotalCloud options, including PBX, data center, and file storage.

Masters commented “Transitioning to this new role at Birch is exciting, and it will enable us to continue to establish, maintain and enhance Birch's partner relationships with resellers and carriers through our next phase of growth. My main objective is to build strategic programs and alliances that position partners to gain greater opportunities in the market by providing them with the best product set to deliver to their customers. Whether it is a voice, cloud, hosted PBX, managed services, or turnkey solution, Birch can fulfill all their requirements.”

Partner arrangements like this tend to work well for all concerned; the original organization gets access to several new markets immediately with little in the way of having to set up new sales efforts to push into said markets, while the partner organization can readily upsell previous sales targets by offering whole new product lines. That means a potentially easy access source of new cash without having to go to the trouble of development. The buyer, meanwhile, gets to access new solutions from trusted sources, and that makes the arrangement generally beneficial as long as everyone is focused on quality. That's not likely to be a problem with Birch material.

Birch's partner program expansion, therefore, should prove good news all around, and give everyone a welcome chance at improving fortunes in the open market. With business VoIP's value unquestioned, and Birch having an impressive—and growing—line in this market, having the partners on hand should yield very positive results.




Edited by Maurice Nagle

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