Summary Bullets:

• Most service providers hold annual awards events to celebrate successes and thank their indirect channel partners.

• Although ostensibly glamorous and occasionally boisterous, they play a crucial role in cementing key relationships with this vital group of sales partners.

Vodafone Business recently “recognized the invaluable contributions made by its UK sales partners through the Indirect Partner Awards 2024.” This line could be repeated by almost every major telco as they rely on third parties playing a key role as a means of maximizing their addressable market and optimizing their go-to-market strategies. These indirect partners help telcos meet the wide and varying needs of target enterprise customers of all sizes.

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