There are many managed service providers (MSPs) with custom-branded offerings, as well as others that use a more traditional resell model with a monthly subscription. Both have a lot of customers, and both seem to do well. However, one is better positioned for the future.
MSPs are most effective when they use Citrix products to enable a broader solution. To quote a teammate, when it comes to partner solutions, “Citrix should be the yeast in the bread.” (Thanks, Jen.) The Citrix Service Providers that have a robust offering for their customers are not simply selling Citrix technology for a monthly charge. They’re creating something that only they can sell, usually with less competition and higher margins.
This strategy has a lot of benefits. It shows customers that they are not just selling virtual desktops like their competitors. Instead these CSPs are building solutions that will help customers to consolidate technologies and vendors so they can focus less on technology and more on their core business. For the CSP, it also helps to integrate the components of the solution, preventing their customers from backing into their cost and margin. I liken it to selling a fully decorated birthday cake instead of selling the individual ingredients with a markup.
How does a CSP Partner build this kind of solution or transform their current business model into this more robust one?
It starts with planning, calling your Citrix CSP Partner Account Manager (PAM), and helping them to understand what your business does. Your offerings will need to change, as well as how you procure those offerings.
We have various ways to help partners build offerings with Citrix as the foundation. Partners can procure on-demand or as-a-service, and you can start small, without any large commitments. We don’t want partners to abandon their current business models, but rather expand by pitching a larger, more robust solution to both current and prospective customers.
Our CSPs can guide their customers through and recommend the best options — even ones they haven’t considered yet. This includes platforms like Citrix Workspace, with intelligent capabilities that deliver an end-user experience to help employees to be more productive and to focus on the work that matters most.
That’s just one of many examples. If you’re a CSP Partner, reach out to your PAM and start the discussion today. We can guide you through Citrix’s strategies to help you build a great go to market plan. If you’re not a CSP, learn more at https://www.citrix.com/partner-programs/service-provider/ and contact us today.
