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December 15, 2009

Master Agent TBI Inks Channel Marketing Deal With ADTRAN


By Erin Harrison

On the heels of announcing a partnership that will help channel partners drive revenue growth, Telecom Brokerage Inc. revealed that the company has also become the first master agency to sign a channel marketing partnership with ADTRAN Inc.
 
According to company officials, the agreement will help promote TBI’s multicarrier portfolio of connectivity solutions to ADTRAN’s (News - Alert) 2,000-plus value-added resellers and gear to TBI’s more than 1,000 subagents.
 
In a recent interview with TBI Senior Vice President Ken Mercer, he said the master agent’s relationship with ADTRAN will help grow its business because ADTRAN value-added resellers can no sell telecom and get paid. “TBI subs have a reliable source for good hardware and can get paid for it without getting complicated by another party,” he explained.
 
Company officials said that formal marketing activities will begin in January 2010.

ADTRAN solutions enable voice, data, video, and Internet communications across copper, fiber, and wireless network infrastructures. Chicago-based TBI represents more than 60 industry providers and over 800 independent channel partner agencies.

According to Mercer, bundling services also help the sales process for agents. “It makes a solution sale that binds the relationship with the customer and the VAR/agent,” he said.

Under the ADTRAN agreement, subagents can refer the deal to TBI and still be compensated for the sale and the reciprocal relationship allows TBI to offer ADTRAN to its subs as well.

In an interview with Phone (News - Alert)+ magazine, Mercer said TBI will recruit ADTRAN VARs under the same terms as its existing subagents. In turn, they will receive commissions on the services from more than 50 carriers TBI represents.

Erin Harrison is a senior editor with TMCnet, primarily covering telecom expense management, politics and technology and Web 2.0. She serves as senior editor for TMC's print publications, including "Internet Telephony (News - Alert)", "Customer Interaction Solutions", "Unified Communications" and "NGN" magazines. Erin also oversees production of TMCnet's weekly iPhone e-Newsletter. To read more of Erin's articles, please visit her columnist page.

Edited by Erin Harrison

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