Enterprise challenges are DSP opportunities

Prior transitions, such as Frame-Relay to IP-VPN or MPLS, were driven by CSPs to improve enterprise customer experiences and operational efficiencies which, in turn, improved profitability. While such migrations continue and Ethernet is gaining share, much more is required as the consumption models evolve. And security is a top priority.

New architectures will include pervasive wireless connectivity, new technologies and device types (such as sensors), and new IPv6 capabilities. CSPs will need to manage the massive volumes of data emanating from these technologies, which will be useless without sophisticated big data analytics.

There are many challenges for enterprises as they upgrade their architectures and transform and digitize. That means plenty of business opportunities for DSPs to be their trusted advisors and suppliers.

DSP enterprise sales processes must focus on business outcomes

Opportunities, yes. But are DSP sales processes primed to handle them and to do so profitably? Moving the conversation from selling faster, more secure, or higher capacity boxes and network solutions to business outcomes requires a new skillset. DSPs need to focus on strategic selling to address their customers’ desired business outcomes, such as how to support a mobile workforce, how to enable IoT, or secure their base. Now, Sales needs to understand their customers’ business goals, gather the requirements, and translate them into solutions that include architectures and value-added services. They need to identify how current assets can be leveraged and create proposals that result in successful, error-free implementations.

“Just as Sprint is transforming into a digital service provider, so are our enterprise customers. Today’s complex transformations such as moving away from TDM-based access services to Ethernet and other alternative services require a strategic sale focused approach. We can deliver upon our customers’ desired business outcomes by layering value added services like managed services and work place as a service on top of our core network. These custom deals will only be profitable if we have highly-efficient processes to design and implement the end solutions. Key enablers are collaboration, standardization, automation, and analytics.” Michael Fitz, Vice President & General Manager Wireline Business Unit at Sprint.

Enterprises have a diverse range of needs, so we expect to see more vertical focus from DSPs. While location, data reporting, and analytics will play key roles across the board, industries such as healthcare, banking, and farming will require different domains to be mastered.