In this article, you’ll learn:
- Why technology alone is no longer enough for channel partners trying to grow profitably.
- What partners consistently get wrong when choosing a communications provider.
- What kind of results a partner can expect when working with a provider that truly supports partner growth and goes beyond just product delivery.
It’s fair to say that partners aren’t struggling to sell communication solutions. The problem is how to scale effectively.
Growth can bring complexity. Partners will have to contend with more platforms and a greater number of suppliers. There are more systems in the mix, with each one requiring its own level of support.
All this creates various problems. Operational drag, pressure on margins, slower sales cycles, and the increased risk of something going wrong are all waiting to happen.
The challenge is playing out across the UK. There are over 12,800 MSPs currently operating in the UK, with these firms generating an estimated £51 billion in revenue. It’s a sign of both intense competition and the rising opportunity for other MSPs.
At the same time, partners are operating in a market undergoing major structural change. The PSTN switch-off alone is forcing thousands of migrations, yet there is still an estimated 2.8 million phone lines still operating on this network.
So, what’s the state of play? Partners are being asked to grow, modernise and protect revenue – all at the same time. That’s why the conversation has moved away from who has the best technology and is now focused on who helps partners run a better business.
What do partners evaluate?
It’s easy to assume that partners start any conversation with potential vendors with the product proposition. In fact, they don’t.
Partners start with their business, and what impact adding these products will have. That translates into five consistent priorities:
- Will this vendor help us sell more and increase recurring revenue?
- Can their team explain product capabilities and position it quickly?
- Do these solutions reduce effort, or create more work?
- Is customer trust at risk during migrations and transitions?
- Who carries the operational burden when it matters?
39% of partners now rate co-sell support as the top priority when it comes to vendor support. Now placed ahead of training programmes and dedicated account management, it shows just how technology partnerships are changing.
Rather than having access to more tools, partners want to work with a provider who actively helps them compete and win.
What do partners need beyond technology?
When you strip it back, partners are looking for several key things from a communications provider:
- Support that shows up when it matters
Support now acts as a crucial commercial differentiator.
Partners are under increasing pressure to deliver consistent service across their growing customer bases. When something breaks, they’re the ones who carry the reputational risk, as opposed to the vendor.
Yet many partners still feel vendors fall short, particularly post-sale. Gaps in post-sales support and further lead generation are just a handful of key frustrations.
The best kind of support involves clear escalation paths and accountable support. Migration assistance that removes operational burden is readily available, with an ideal provider taking responsibility rather than just passing it back.
That’s what carrying the operational weight looks like in practice.
- Commercial models that drive predictable growth
A partner’s business is built on recurring revenue. That means unpredictability in pricing or margin quickly becomes a blocker to adoption.
At a time when UCaaS pricing is under pressure and competition is increasing, partners need predictable, SaaS-like revenue models. Partners need clear margins they can easily defend and explain to key stakeholders internally. Above all, vendors must provide commercial frameworks that avoid complexity and reward growth.
The UK’s managed service market is expected to grow at a CAGR of 10% from 2026 to 2033, showing both increased opportunity and rising competition. In that environment, partners won’t prioritise vendors who make commercial outcomes unclear.
- Migration support that protects trust and revenue
Migration is now a constant, always-on process
Between the PSTN switch-off, platform consolidation, and cloud adoption, partners are navigating continuous change across live customer estates.
The risk is very much real. Poor migration experiences damage customer relationships, with subsequent delays creating operational bottlenecks. Rushed transitions only increase support overhead.
This is why migration support has become one of the clearest differentiators. Partners need structured frameworks that outline end-to-end ownership of delivery. There needs to be a model that protects service continuity and customer experience.
- Ease of doing business
This is the one that providers often underestimate. We can call this a ‘silent differentiator.’
Partners don’t choose vendors based on slides or roadmaps alone. They’re looking to work with someone who they can depend on day after day.
That involves asking some key questions:
- How simple is it to quote and provision?
- How quickly are issues resolved?
- How consistent is the experience across products?
- How much admin does it remove, or create?
In a market where more over half of MSPs in the UK are now offering cloud services, that added operational efficiency becomes a key advantage.
Partners prioritise providers that work to reduce friction and save time, while also making it easier to deliver at scale.
What do partners need from a provider?
When you bring it all together, a strong communications provider goes beyond just delivering technology.
These providers offer a platform that partners can build their business on. The relationship generates trust over time, especially when provider support is actively reducing effort at each stage.
Above all, these providers are delivering a commercial model that generates growth and avoids needless complexity.
Combined, these are the standards that partners are now measuring against. They’re looking past the basic technological layer and focusing on how providers can scale solutions effectively.
If a communications provider can do that consistently, across support, commercial models, migration, and day-to-day operations, they become more than just a supplier. They become a growth partner.
Quick Answers: What Do Partners Need from a Communications Provider Beyond the Technology?
What should partners look for in a communications provider?
Partners should prioritise support quality, commercial flexibility, migration capability, and operational simplicity. It’s key to look past product features.
Why is ease of doing business so important for MSPs?
Operational efficiency directly impacts margin, scalability, and customer experience. The easier a provider is to work with, the easier it is to grow.
How does the PSTN switch-off affect partner needs?
With the UK PSTN switch-off deadline set for January 2027, partners need structured migration support to move customers without risk or disruption.
What role does support play in partner success?
Support has become a key differentiator. Partners increasingly prioritise vendors who actively help them sell and deliver services, as opposed to simply providing products.
Why are commercial models a key factor in provider selection?
Predictable, recurring revenue models are essential for profitability. Complex or unclear pricing structures reduce adoption and slow growth.
