A Trusted Resource for Trusted Advisors
A Trusted Resource for Trusted Advisors by Dave Michels
Sometimes an idea comes along that is so obvious that you have to wonder why it took so long. Case in point is the new CLP Central which is designed as a web portal community for ICP consultants and vendors.
End users often rely on trusted advisors to assist them in their UC selection and implementation. The term “trusted advisor” is a catch-all for a person or organization that provides an organization consultative services. Typically, the person acting as a consultant is a consultant, but trusted advisors come in all shapes and sizes – including some resellers. VARs get training and presales support from vendors and distributors, but consultants usually don’t.
To fill that void, many vendors create Consultant Liaison Programs (CLP) to provide proactive education, awareness and support for active consultants. Typically a vendor’s Consultant Liaison is an experienced industry professional with elite status on more than one frequent flyer program. This approach isn’t trivial, thus is typically only found in large vendors. This year, for example, ShoreTel created its own CLP program. Such efforts are beyond the means of most smaller organizations, at least until now.
CLP Central leverages efficient online technologies and group economics to keep costs down. It is a neutral online community where consultants, vendors, and even resellers can connect. Consultants can connect with multiple vendors for quick access to information and offers. The site also helps consultants discover other consultants through online forums. The vendors get a path to discover qualified consultants, and the site tracks interactions and interests. CLP Central also offers vendors a new measure called share of consultant influence (SCI). The system also supports various engagement tools including messaging and surveys. Membership benefits include a newsletter and information about CLP Central’s planned Fall conference.
Aside from serving as a repository of product information, the site also offers case studies, videos, podcasts, and other rich content. CLP Central maintains a comprehensive global database of independent consultants (currently over 6,000 firms and 9,000 individuals), which can be utilized for various campaigns.
CLPs make a lot of sense, according to Brookside Group research clients often go with the assessments and recommendations of their trusted advisor(s). In 2008, 80 percent of consultants’ recommendations were implemented. In 2012, and that percentage is going-up. Unified Communications is a complex area that is experiencing rapid change. Many end-user organizations determine that hiring a professional is the most effective and efficient route to solving their business needs.
CLP Central follows a cred which it calls PRIME: Portal, Recruitment, Influence, Messaging, and Evaluation. The portal is the site itself, login required with a clear profile. That profile assists vendors in Recruiting or targeting consultants by region, industry or other demographics. Detailed metrics on activities and pipelines help vendors measure their Influence and mindshare. The metrics also measure the effectiveness of campaign Messaging and provide vendors with the needed to data to properly Evaluate their efforts and results.
The new site is the result of a collaboration between UCStrategies and The Brookside Group, specifically Jim Burton and Mick Sawka. The service is free to consultants, and charges vendors a quarterly fee for participation.
Also on UCStrategies.com on this topic: