Evolve IP & Larato Join Forces To ‘Decode’ Reseller Growth Challenges

Two leading channel players have joined forces to help resellers thrive rather than just survive in an increasingly saturated and competitive market.

Cardiff, UK – December 12, 2023 – Global collaboration service provider, Evolve IP (EMEA), teamed-up with business development specialists Larato, to develop a webinar addressing many of the key obstacles resellers are facing – and how they can be ‘decoded’.

The online event debated many of the big topics in the cloud communications industry, highlighting how partners need to adapt to survive in an aggressive climate.

“Cloud technology (like most technology) is moving quickly but in today’s market how does a business make the most out of the opportunity ahead of them?” asks Jamie Hughes, Evolve IP UK Sales Director.


The webinar was hosted by Lucy Green, CEO and Founder at Larato, Jamie and Ross Clinch, Partner Account Manager at Evolve IP. It discussed how to understand and decode the many challenges of a commoditised channel. Identifying issues (for end users and resellers) plus recognising and selling on value, were identified as some of the main secrets to success.

“Both myself and Ross are at the front end of the sales engine, so we understand that in an increasingly saturated market resellers need to stand out from the crowd to continue to win new business and nullify the threat of a commoditised channel,” Jamie continued.

“Joining forces with business development experts at Larato was a perfect combination, to provide insight, expertise and a clear way forward.”

Ross emphasised: “As a global collaboration service provider, Evolve IP understands the dangers of a ‘race to the bottom’ where the cheapest tender always wins purely on price alone.

“We work with many of the world’s biggest tech companies and innovative industry leaders to create robust and reliable solutions for a growing reseller base. We have the power to bring everything together in a simple and effective way – and specialise in securely integrating unified communications, collaboration tools, voice, and omnichannel contact centre solutions into the cloud. Quality over quantity counts!”


Lucy concluded: “With channel margins constantly being squeezed, other than price what can resellers do to differentiate themselves? One of the best ways forward is to focus on value rather than the cheapest option – to drive business efficiencies and maximise return on investment over a longer period. Many providers can make a phone ring but it’s about applying different layers of service and tools that can streamline business operations to make them more productive and successful.

“Technology differentiation is one of the key ways to stand out, however with so many providers providing ‘much of a muchness’ that can sometimes be tricky too. Surviving in a saturated market is getting harder but the rewards can be bigger than ever.”

To learn more about the Evolve IP (EMEA) and Larato webinar Watch Here

About Evolve IP

Evolve IP’s ‘work anywhere’ philosophy differentiates their partner channel by breaking down barriers in a challenging communications market by providing industry-leading solutions from global technology vendors. This enables their partners to deliver uniform, customer-focused solutions across the globe backed by a carbon accountability programme.

Find out more about Evolve IP here.

Cloud Communications Alliance

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