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The No. 1 obstacle to the channel adopting and delivering cloud and advanced technology services isn’t the technology itself, but rather the access to skilled resources and understanding of the business plan.

Avnet is looking to build off the success of its SolutionsPath vertical development program with the launch of its Engagement Services program. Designed to focus on the business development and expert resources, Engagement Services is about empowering solution providers with the knowledge, human resources and business planning needed to succeed in cloud computing and data centers.

“Avnet’s success with our SolutionsPath methodology has proven that by developing expertise in high-growth vertical markets, our partners can grow their businesses at a faster rate than the industry average,” said Gavin Miller, vice president of Solutions Marketing and Development, Avnet Technology Solutions of the Americas. “We have now created a complete engagement model that leverages Avnet’s multi-million dollar annual investment in consultants, business intelligence tools, planning services and resources into a long-term growth process for our partners.”

Engagement Services is about more than just addressing the specific needs of discreet vertical markets, as the distributor has done through its SolutionsPath. It’s more of a partnership between Avnet and its participating solution providers to build business plans based on detailed market research, train personnel or provide staff resources to address data center and private cloud opportunities. The program requires a commitment by solution providers to set goals, assign resources and meet program targets.

Avnet has been at the vanguard of fielding its expert teams and resources to support solution providers looking to capitalize on opportunities in vertical markets, such as retail, health care and financial services. Engagement Services is more than those immersion programs designed to acclimate solution provider to vertical needs; it’s a team agreement through which Avnet teaches engagement with the solution provider with the intent of gradually weaning the solution provider off the support.

Engagement Services is a reflection of the lack of resources and know-how in the channel for addressing emerging cloud and advanced technology opportunities. Solution providers are undercapitalized to develop, sell and deliver cloud and data center solutions. Additionally, mixing business plans and revenue models for legacy and new technologies is often quite challenging. The Avnet program is intended, in large part, to help shepherd ambitious solution providers through the transitional process by offsetting the development costs with Avnet resources.

Of course, the Avnet program is entirely altruistic. In the process of supporting and enabling solution providers, it will get accelerated product sales through aggressive pursuit of goals and joint field engagements. That’s not a bad thing, since it will also accelerate participating solution providers’ revenue, profitability and market penetration.

Avnet’s Engagement Services is a good example of a distributor applying its market intelligence, staff bench strength and technology relationships to the betterment of the channel through direct knowledge transfer.