Circa65

Met with a client yesterday who voiced concerns regarding the preparedness of their company to make some of the strategic changes to the existing sales and marketing approach and strategy we recommended.  In view of the good shape the company is in and the operationally sound state of the organization, their reluctance to make fundamental changes to the way they go to market is understandable.  

Experience has taught me that it is imperative for the management team of the reseller to feel there is a compelling reason to chart a change of course to have the support required to make any large change in direction or strategy.  That said, I also feel there is significant risk in failing to observe shifts on the distant business horizons as any developments or evolutions that occur will cause a technology reseller to be reactive.  

I understand that many businesses are uncomfortable on any path which takes them too close to the bleeding edge of the market.  However, even if the company is not prepared for more radical changes in sales and marketing strategies, I do feel there is a need for someone to assume the role of “canary in the coal mine” for these VAR businesses in order to help them see and react to significant seismic shifts in the business climate and/or political landscape prior to it dramatically impacting business.

Someone should be assigned strategic planning responsibility to function as the long range set of eyes and ears to help in early response to market changes.  This individual must be a trusted advisor and be experienced in strategy development while frankly, free of the pressures that come with day-to-day tactical responsibilities carried by everyone else in the company.