CRN Interview: Ingram Micro's Paul Bay On The Importance Of Being A Business Consultant

What's the risk to a solution provider that's not focusing on business consulting?

By the time the end user picks up the phone and calls their solution provider, because of social media and access to data, there is a fair amount of time where they have already done research on what they believe is the technology they need to solve for their problem. And if that's truly the case, that's a frightening conversation. The solution provider becomes much less valuable to them because of the access to product procurement in many different ways and vehicles. What I would tell you is that people are getting in front of that conversation and acting as a business consultant. They can have the conversation at the front end of the business challenge [customers are] trying to solve for, and then back into that technology conversation.