Agency Model | 5 Steps to Success

Includes insights from both our Senior Vice President and Agency Lead.

Introducing the Agency Model  

The world of cloud services and integrated software applications is in a state of constant flux. Tech firms are identifying more efficient, cost-effective ways of delivering products and services across all manner of cloud-based software platforms.  

The Agency Model harnesses the global shift towards collaborative working. By taking the standard dealer/commission relationship and refining it, our partners become part of the revenue stream by identifying new sales opportunities for a variety of cloud-based applications.  

We’ve produced this guide to explain the Agency Model, and keep you informed on how we reward our partners who proactively generate referrals. 


What is the Agency Model?  

In its most basic form, the Agency Model is a commission-based sales opportunity. As a ‘Master Agent’, we offer services from leading global brands in the UCaaS/CCaaS, connectivity and VOIP industries.

Amy Smith, our Agency Lead and Account Director says, “the Agency Model is a lucrative model giving partners the opportunity to work alongside the vendor to help them close sales. Partners can free up time to focus on making referrals whilst taking away the pains of upskilling technical support, sales and billing. With the support of the vendor, the partner can sell into larger organisations, new verticals and new products quickly and easily!” 

The 5-step process  

Step 1: You identify a sales opportunity  

Whether it’s via direct sales or organic leads, you identify new UCaaS, CCaaS or connectivity sales opportunities from within your customer base and pass them onto us. 

For example, you provide 3rd Line technical support for a contact centre who, from your conversations with them, aren’t happy with their current integrated VOIP service provider and are open to alternative products. You know the Agency Model offers this as standard, so you inform us of the opportunity.  

Step 2: We provide you with our vendor info! 

Vendor selection is all about maintaining core functionality and providing a better service to your customers. Products and services differ from vendor to vendor, so we’ll provide you with all necessary information that will allow you to select the most suitable provider. 

Step 3: You select the vendor 

Once you’re satisfied that the vendor is most appropriate for your customers’ requirements, based on various key deliverables and budgetary requirements, you’ll log your opportunities on the chosen vendors portal.  

Step 4: Vendor qualifies the opportunity  

Once the opportunity has been converted, the vendor will liaise directly with you and your customer by having a scoping call to qualify your requirements.   

They will then implement their solution. Vendors offer an end-to-end service that includes consultation, provisioning, and support.  

Step 5: You get paid! 

As soon as the service has been rolled out successfully, we’ll pay you a commission fee and any applicable incentives for identifying the opportunity. It’s that simple.  


Sit back, relax… and let the vendors do all the hard work! 

Ongoing support  

OK, so you’ve identified the opportunity, it’s been successfully implemented, and you’ve been paid. What next? The vendor will allocate you a Partner Manager whose sole job it is to keep you and your customers happy. Both intY and the vendor will help you grow your business by providing support on Go-to-Market and Marketing, guidance on future opportunities, information on competencies, training and upskilling, as well as a dedicated commission query team who are on hand to help with any commission-related issues.  

To keep things running smoothly, we’re here to facilitate the commercial relationship only. There’s no middleman. All the support you receive as a partner comes direct from the experts. You’ll raise tickets through the vendors own support channels and any maintenance is dealt with directly by the vendor as part of their cloud-based offering.  

Our Senior Vice President, Marcus Ollenbuttel, believes the move makes sense for partners at the moment. “There is a saying: ‘revenue is vanity and margin is sanity,’” he says. He adds that partners are “understanding now that they need sanity in their business, especially following a challenging year. Having regular revenue at 100% gross margin is great for planning and supporting a P&L. It also increases a company’s valuation due to higher bottom line margins.” 

Would you like to learn more?

The Agency Model is a quick, effective way of nurturing new revenue streams and building better customer relationships. Contact our Agency team today to find out more.

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