Key Roles may have or merge diverse models. Here are the general categories: Product Vendor: in the same environment better than others. When they don’t interoperate well, they might providers (MSPs), and indirect channel partners to bring their products to market, though or may not be the best fit for your circumstances. Managed Service Provider (MSP): MSPs use vendor products, sometimes with a portfolio of vendors to choose from, to deliver a solution. They are not product developers, although optimize a given solution to your needs and function in a mode very similar to consultants (see below). In most cases, the buyer will have certain options available but cannot make detailed requirements on which vendors and solutions. This limitation is typically balanced by enhanced simplicity. Carriers can provide managed security services working with an MSP services. Consultant/Agent/Reseller: This segment typically does not have an internally developed product or technology. Instead, these organizations function as independent entities that help you sort through available options based on your company’s needs, budgets, and legacy well as those of the vendors that provide them. Aside from helping with the pre-sales phase of the engagement, they deploy, optimize, deliver support and training, and help with other facets of technology. Trusted Advisor: technology vendors and service providers into integrated solutions that further customers’ “resellers,” integrators,” or “managed service providers,” each of which has its own business- model variation. Trusted Advisors are third parties; they are neither owned by a vendor nor part of an internal IT department. They advise clients and make recommendations that customers then use in their decision making. Copyright © 2021 AVANT Communications, Inc. AVANT | CCaaS 6-12 Report | 22