Last week, West Interactive and Interactive intelligence formed a partnership to sell, service and support each other’s portfolio. Details of the deal are evolving and more details will follow. Meanwhile, we expect to see subtle, but impactful changes in the roadmaps of both companies.
Each approaches the relationship from a position of strength — especially when it comes to cloud-based and hybrid implementations. West has historically focused on the larger enterprise market, while Interactive Intelligence addresses the mid-market. I clearly see how this partnership enables each of these firms to expand their market presence, whereby West now has a compelling offer into the mid-market and Interactive Intelligence accessing enterprise-level customers.
The announced partnership comes on the heels of both companies making compelling recent announcements to increase the breadth of product offerings and expansion into adjacent markets: West recently acquired SchoolMessager and Interactive Intelligence unveiled PureCloud suite of offerings.
Each of these firms is entering into this arrangement with their eyes wide open. They have worked together over the years and know quite well the benefits such an arrangement can have.
What is in for each of them?
I see West leveraging Interactive Intelligence’s PureCloud benefits such as customer-agent matching and legacy migration. This, incidentally, is something of a win for Amazon Web Services (AWS), whose cloud plays host to PureCloud. Additionally, Interactive Intelligence knows how to sell and support medium-sized businesses and call centers. This is a market West has not focused on, but now is able to. On the other hand, Interactive Intelligence is getting a great partner who is a leader in the hosted and cloud market segment. West has an outstanding portfolio of large customers and the professional services chops to deliver enhanced services and support.
With the addition of AWS and Interactive Intelligence’s own platform, West’s salespeople and sales engineers are more like personal shoppers for its clients, with at least five hosted platforms from which to choose, adding HollyConnects, Genesys and West’s home-grown legacy resource. The two companies will ultimately employ the platform that speeds the process of adding new capabilities efficiently and cost-effectively. What advice would you give them?