This is a guest blog post by Ray Wolf, Chief Executive Officer of A2K Partners.

It’s no secret that the workforce of today looks very different than it did 16 months ago, with the rapid shift to a distributed workforce and the resulting adoption of new collaboration technologies. Many businesses have struggled to identify lasting, effective solutions to allow their hybrid workforce to effectively and securely work from anywhere.

During this time, we at A2K Partners have adapted our methods to keep pace with the changing times and our customers’ business needs. We have committed ourselves to helping provide businesses not only with an experience-tailored approach, but also one that provides real business value as opposed to just selling solutions. In this journey to adapt, one of our greatest assets was our multi-faceted partnership with Citrix.

When A2K first partnered with Citrix nearly three years ago, we knew Citrix’s footprint and reputation would help us lead the charge in transforming the future of work. What we did not expect — along with the rest of the world — is that the need for effective remote work technologies would skyrocket across the globe, catalyzed by a massive global pandemic. Now that much of the dust has settled from the initial impact of COVID, this vision for the future of work is coming into focus.

It has become clear that businesses and employees now require more than just a messaging app or a cloud drive; they need experience-oriented technologies that enhance workflow and productivity. With Citrix, we are aiming to achieve that goal through workflow orchestration — essentially redesigning the way businesses organize tasks in a way that allow them to be well positioned to execute work. Much like in a Broadway play, all of the pieces (whether they are stage props or business technologies) must be intentional and help support the larger production.

Why Citrix?

Our partnership with Citrix has resulted in customers getting access to a wide range of new solutions easier than ever before. When businesses come to us, they’re looking to make an investment, not just to solve the problems of today but also to remain resilient tomorrow — and Citrix technology delivers on those promises. The Citrix portfolio of products stands out in that it’s future-proofed for uncertain business climates. Additionally, since most businesses already have a litany of technology solutions, their new acquisitions must integrate with legacy equipment — another box Citrix technology checks with its ambidextrous, agnostic approach.

We have participated in a number of channel programs for many different vendors and have experienced plenty of different sales models. But the Citrix approach is unique in the way it aligns its partners to their product development and improves solutions based on feedback. In the last year, Citrix has aggregated programs based on customer feedback and aligned us with their sales teams — ultimately leading to delivery of better products, and happier customers.

Additionally, our partnership with Citrix has provided us the ability to co-collaborate and invest in Citrix’s success. As a technology reseller, we often do not have the ability to choose the solutions we are able to procure and sell, let alone help shape their solutions — but this is not the case with Citrix. Citrix has ensured that the partnership is multi-dimensional by consistently connecting leadership, engineers, business development, and marketing personnel on both sides so that we’re sharing customer feedback, innovating together, and co-creating success based on new needs as opposed to working in silos.

Putting Business Value First

The end result of this collaboration is that customers can now get the right solutions that actually drive business value and increase efficiency. Our sales teams work together directly and frequently to ensure that solutions are relevant, tailored, and, most of all, functioning at a high capacity based on the customer’s needs.

This approach makes us a valued partner to our customers, no matter the challenges of tomorrow. And, it provides our customers with confidence that they will be able to acquire the right solutions for whatever comes next.