Why Intermedia’s Service Provider Program Puts SPs in the UC/CC Game

We’ve talked in several posts about how the market for communications services is changing. Customer needs – both for Unified Communications and Contact Center – have gotten more complex, as remote workers have pushed toward video collaboration and contact centers need to respond to customers using omni-channel methods (SMS, chat, voice, email, …). The platforms that Service Providers have used to deliver services have not kept up, causing SPs to seek better, more full-featured offerings that they can brand as their own. While many SPs have made this leap to cloud wholesale providers like Intermedia, others are taking a more wait-and-see approach.

In this post, we’re going to discuss the selling process for UC and CC, and how the vendor you partner with has an outsized influence on the deals you pursue and ultimately win. Because it’s not just the technology vendor you choose—it’s the marketing and selling resources they bring to bear that can make a huge difference in your success.

Feature Parity Isn’t Enough

While it’s critical to have a service offering that can compete with best-in-breed cloud communications providers, it’s just one half of the story. You need to uncover opportunities, articulate value to drive interest, and close deals at a high rate of success.

Selling UCaaS is about internal communications productivity and workflow enhancements. Selling CCaaS is about external communication efficiency and business outcomes—however, each customer defines success.

You need to ask yourself, as you look at your organization: Do you have the skill set to uncover opportunities and close them? Can you deliver a smooth onboarding and a solid Day Two experience? Sales teams and onboarding resources have a lot on their plate, and winning and configuring a contact center deal that involves multiple API interfaces and dynamic notification requirements might not be where they’ve built muscle memory.

However, this is where Intermedia steps up and stands out.

Built for the Way SPs Sell

One large national cable operator said it plainly:

“Without the CCaaS product suite and in-deal specialists that Intermedia provides to help sell the customer, we do not have a CCaaS practice. And if you can’t sell CCaaS, your UCaaS market is very limited.”

Intermedia’s Service Provider program isn’t just about checking the feature boxes. It’s about building a real partnership.

The “secret sauce” is how deeply Intermedia integrates with SP sales teams at the account level. They work side-by-side to understand the end-user’s needs and define desired outcomes that drive deal wins.

SP sales reps are already used to assembling virtual teams to tackle different parts of the product portfolio. But, selling productivity and customer experience solutions requires deeper subject matter expertise. This is especially true when the buyer is no longer just IT, but also business leaders who’ve never worked with the SP before.

This is where the Intermedia partnership shines—navigating buying committees, running discovery, customizing demos to real use cases, and winning the confidence of business users. It’s how you drive consensus and win complex deals.

Alignment Across the Customer Lifecycle

And it doesn’t stop at sales. Intermedia’s marketing team works with the SP’s marketing team to drive demand through messaging, campaigns, events, and funnel generation. Not to mention the 24/7/365 J.D. Power-certified support you’ll receive, the access to our product teams, help with billing and taxation, the ability to brand our solutions as your own, maintain ownership of your customer relationships, and grow margins, revenues, and profitability in the process.

It’s full-cycle alignment:

Marketing drives interest
Sales wins the customer
Implementation delivers the solution
Support keeps them happy
Joint account teams grow Average Revenue Per User (ARPU) through upsell and cross-sell

Service Provider reps can speak with confidence, knowing the actual software developer is “in the room,” ready to meet customer needs and follow through with project managers post-sale.

Intermedia isn’t just a vendor. We’re a partner-first organization. And for SPs looking to reclaim their role in the now AI-driven UC/CC market, that makes all the difference.