Key Roles Product Vendors These are the companies that develop the software, hardware, platforms, and solutions. You will likely find some options to be more effective than others, and some will work together in the same environment better than others. When they don’t interoperate very well, they might cancel out one another’s benefits, or cause the systems to work more slowly, due to the different products struggling for dominance. Vendors often rely upon Trusted Advisors, MSPs, and other members of the indirect sales channel to bring their products to market, though some also may sell through their internal sales forces. From the customer's standpoint, direct sales efforts are led by people with sales quotas. Thus, the product they’re offering may or may not be the best fit for your circumstances. Managed Service Providers (MSPs) MSPs use vendor products to deliver a solution. They are not developers of the product, although sometimes they may combine different products into a unified offer; these products are sometimes combined with an additional homegrown service or software that differentiates them from their competition. MSPs often optimize a given solution to customer needs and function in a mode very similar to consultants. Often, the buyer will have certain options available in their service selection but will be unable to make detailed requirements on which vendors and solutions will be used. This limitation is typically balanced by enhanced simplicity. Trusted Advisor: Consultant/Agent/Reseller This segment of the IT industry typically does not have an internally developed product or technology. They function as independent entities that can help you sort through the available options based on your company’s specific needs, budgets, and legacy infrastructure. Their role is to do the necessary legwork, understanding the differentiators among the various offerings as well as those of the vendors that provide them. Aside from helping with the pre-sales phase of the engagement, they also play a key role in deployment, optimization, support, training, and other facets of technology. ª On the buyer side of an engagement, the personnel often involved in the decision-making process include: Executive Management Chief Technology Officer (CTO) Chief Information Officer (CIO) IT and Facilities Management   IT Director  IT Infrastructure Manager  IT Project Manager  Director of Telecoms Network   Network Architect  Network Engineer  Network Administrator  ª Copyright © 2025 AVANT Communications, Inc. 15