We’re only a few short days away from ITEXPO 2016, which means companies across the country are preparing presentations, finalizing flights, and picking which conferences to attend. Even with all the prep work, Cass Information Systems’ (News - Alert) Director of Channel Development, Ruth Ann Cooper, found the time to sit down with us for a pre-show interview.

Cass Information Systems is a “processer of information and business-to-business payments” with a special focus on telecoms, freight, and BYOD solutions. That means the company is heavily invested in top-of-line security, effective expense management solutions, and enterprise visibility.

In the interview below, Cooper dishes on how Cass integrates mobile and social platforms, how her firm stays secure, her personal wearable habits, and, of course, her vision of channel management and philosophy.

Let’s get into it:

When it comes to unified communications, do you believe it’s better to meet customers where they are (i.e., popular business applications like Salesforce, or social networks like LinkedIn (News - Alert)) or to use your interface as the front-end and then do integrations with those popular applications?

I believe, if able, it’s important to integrate into existing client infrastructures, which will inherently be less painful for all parties. In addition, the approach will align with clients’ branding elements, which is more critical than ever.

How do you use social media in your daily business?  Should social be a major initiative for all businesses?

All of the social media channels are powerful if leveraged strategically—and each has its own formula for success depending on the objective. The cross pollination of each channel is critical to success in driving brand awareness, building a “tribe” of followers, and driving a call to action. LinkedIn is an extremely robust tool if you maximize the functionality to engage with your audience, gain critical client data for pre-sales activities, and build your professional brand as a thought leader in your industry.

Should mobile devices have integrated software allowing for separation of business and personal apps and data?

As more and more enterprises move to BYOD, the demand for integrated software applications to protect personal apps and corporate data will continue to increase. Demand, as always, will force adoption.

Has corporate awareness of security threats increased over the past year?  Have security practices been adjusted as a result?

 No question. This year has changed the game for every business.

What are the biggest security threat currently facing businesses?

Protecting every virtual door will always be a top priority for IT teams. Regardless of how corporate data is accessed, the security encryption components and middleware solutions will become more complex and will require sophisticated resources to manage or outsource.

How is cloud computing shaking up your product/service offerings?  How has it impacted your competitive market?

The best-in-class Ordering & Provisioning tools across the Cass portfolio of managed services provides the enterprise with a unified tool that offers control, visibility, and optimization of telecommunications ecosystems. The multi-tenant platform allows you to track, validate, and allocate charges for any type of recurring expense, including cloud computing services, hardware maintenance, software licenses, print, M2M services, utility bills, IT service charges and even labor. As competitors focus more and more on software solutions to address the changing landscape, Cass has strengthened its position as a service-first solution.

What, if any, wearable tech products do you use?  How do they make you more productive?

 I haven’t yet, when the form factor becomes more appealing and the cost comes down I intend on purchasing an Apple (News - Alert) Watch.

Will wearable tech become a major enterprise technology?  What will drive or hinder adoption?

Like mobile devices, wearable adoption will continue to rise in the enterprise.

What technology has had the greatest impact on your ability to perform your job in the past year? 

 My mobile device is the single most critical technology tool. I leverage the power of my “phablet” for all of my business applications and spend significantly less time on my laptop.

To what extent, if any, are you and your partners doing deals with line-of-business leaders who are not in IT or telecom departments?  Which departments seem to be leading the way on this trend (Accounting, HR, Marketing, Sales, etc.) and how are you changing your marketing and sales tactics to address this shift?

The Cass Telecom managed services solution suite touches all channels of the business and, in some way, requires buy-in from each channel. The decision maker still typically rolls up to the IT organization. However, because it’s essential for our platform to integrate into the HR GL, including accounting and employee data requirements necessary to implement the seamless integration with their environment, we truly work across all channels of the organization. The financial ROI we promise to deliver wouldn’t be possible without that collaboration—nor would our 99 percent client retention rate.

Are channel partners keeping up with the latest products and services or is more training and education required?

To truly be a partner as opposed to a vendor, you must understand the client’s business, drivers and goals, and you must offer complimentary solutions to their book of business.  The key to a successful partnership is providing the support, resources, and tools that ensure mutual success. This means reviewing the partner’s alliance strategy and helping them engage with their own clients to create a unique and compelling joint product offering. Training is mandatory, as is your solution’s impact on their quota relief.

What is the greatest challenge the channel is up against today?

Our markets are evolving and driven by business intelligence software and managed services.  Actionable information and services are taking on greater importance. This means channel partners have to focus on comprehensive solutions that encompass all their offerings—not just individual products or solutions. This is the basis of a strategic evolution from a seller of capabilities to a trusted advisor and problem solver.

Tailoring channel programs is not optional. A variety of different channel methodologies must be applied to each specific channel relationship in order to continually improve or monitor channel performance. You must be able to identify optimal partnering strategies, recruit the right partners, create effective channel programs and develop insightful performance management systems.

What are you most looking forward to at ITEXPO Ft. Lauderdale?

 The opportunity to engage with other industry leaders and thought leaders, learn what’s on deck for 2016 and meet a lot of cool, interesting professionals.

Why should attendees come to your session/visit your booth?

 I am eager to share how the power of Cass Information Systems has set the bar on how BYOD is managed today. I am a non-traditional presenter - I prefer to have more of a conversation and less of presentation. I will speak to the industry trends and market predications but, most importantly, I will share real, compelling use cases demonstrating how Cass has delivered solutions to some of the largest enterprises that help solve their challenges with managing their mobility. It will be fun and informative.

I will make myself available before, after, or any other days at the conference for one-on-one meetings. Feel free to reach out to me anytime pre-show.