How VARs Can Fuel Business Growth and Market Expansion

In the ever-shifting landscape of technology, few business models have experienced as much transformation and reinvention as the Value Added Reseller (VAR). This model, which initially emerged in the 1980s as a simple reselling strategy, has blossomed into a sophisticated business structure with profound implications for the global IT ecosystem. As the digital age continues to unfold, the VAR model remains integral to the flow of innovation and the delivery of technology solutions. Understanding its evolution is crucial for anyone looking to harness the power of this thriving industry.

The Birth of VARs: From Basic Reselling to Strategic Solutions

In the early days of the technology boom, the VAR business model was relatively simple and transactional. VARs primarily acted as intermediaries between hardware and software manufacturers and end-users. Their core function was to purchase products from manufacturers and resell them to customers. In essence, VARs were seen as middlemen, facilitating the movement of technology from the creators to the consumers, with little or no value-added beyond that basic function.

The added value that VARs provided during these early years typically came in the form of installation, setup, and configuration services. These were essential tasks, as most businesses lacked the internal expertise to properly deploy complex IT systems. For example, a VAR might sell a computer or networking equipment, but also provide the expertise to install the system and ensure it is configured correctly. At this stage, VARs had limited involvement in the design or development of the products they sold, nor did they provide services beyond the point of installation.

However, as technology advanced and IT systems became increasingly intricate, the demand for more tailored solutions grew. This signaled the beginning of a transformation in the VAR model. No longer could businesses merely resell hardware; they needed to offer customized solutions that integrated various technologies into cohesive, efficient systems. As a result, VARs started diversifying their service offerings, including consultation, training, and ongoing technical support. With this shift, the VAR became less of a passive reseller and more of a strategic partner capable of offering tailored solutions that met the unique needs of each client.

The Rise of Managed Services and Cloud Solutions

The dawn of the new millennium brought with it some of the most significant technological advancements in modern history. Among these, cloud computing and managed services have had an outsized impact on the VAR model. Traditionally, VARs were tied to selling physical products, which required customers to invest in hardware and software upfront. However, the emergence of cloud-based services marked a pivotal shift in the way technology was consumed and delivered.

Cloud computing enabled businesses to access powerful computing resources and applications without the need for heavy capital investments in physical infrastructure. This not only reduced costs but also provided businesses with greater scalability and flexibility. As cloud computing became mainstream, VARs adapted their business models to capitalize on these new technologies. Instead of simply reselling physical hardware, VARs began offering cloud-based solutions, such as storage, hosting, and software-as-a-service (SaaS), and even began to manage these services on behalf of their clients.

This evolution introduced the “Strategic VAR” model, which moved beyond simply reselling products to offering a broader range of services. Strategic VARs now position themselves as trusted advisors, providing comprehensive, long-term solutions for their clients. These VARs not only helped businesses migrate to the cloud but also assisted in the management of their cloud environments, including security, data backups, and application performance monitoring. This shift in focus allowed VARs to create recurring revenue streams through subscription-based models, further enhancing their business potential.

The Expansion into Cybersecurity and Big Data

As businesses embraced more advanced IT infrastructures and became increasingly reliant on digital operations, two major trends emerged that further reshaped the VAR business model: the need for robust cybersecurity and the rise of big data. Both of these trends provided ample opportunities for VARs to diversify their service offerings and strengthen their market position.

The increasing frequency and sophistication of cyberattacks made cybersecurity a critical concern for businesses across all sectors. Organizations were no longer just looking for technology solutions, but also needed partners who could safeguard their valuable data and systems. In response, VARs began expanding their offerings to include cybersecurity services. These could range from providing firewalls, antivirus software, and encryption tools to implementing more advanced security measures, such as intrusion detection systems (IDS) and endpoint protection.

Moreover, the explosion of data from multiple sources, combined with the growing importance of data-driven decision-making, gave rise to the big data phenomenon. VARs seized this opportunity to help businesses collect, organize, and analyze large volumes of data. VARs began to specialize in business intelligence (BI) solutions, providing advanced analytics tools and services that helped organizations extract actionable insights from vast data sets. In many cases, VARs integrated these big data solutions into their clients’ existing IT ecosystems, making them even more integral to the clients’ day-to-day operations.

By expanding into cybersecurity and big data, VARs not only broadened their portfolios but also became more vital to their clients’ success. The nature of the VAR-client relationship became more strategic, as VARs now played a key role in helping businesses stay secure and competitive in an increasingly complex digital world.

The Changing Role of VARs: Partners, Not Just Resellers

As technology evolved and the needs of businesses became more complex, the role of VARs transformed significantly. What started as a straightforward product-based business model has morphed into a service-oriented, relationship-driven business structure. VARs are no longer simply resellers; they are now seen as key partners in the IT ecosystem.

This shift can be attributed to the changing demands of modern businesses, which are increasingly looking for comprehensive, customized solutions rather than off-the-shelf products. VARs have adapted by offering a wide range of services, from system integration and ongoing maintenance to consulting and cloud hosting. In many cases, VARs now provide end-to-end solutions that help businesses navigate the complexities of modern IT environments.

The VAR business model also evolved to cater to industry-specific needs. For example, in healthcare, VARs may provide specialized solutions such as electronic health record (EHR) systems, while in finance, they may offer regulatory-compliant data security and analytics solutions. This trend of vertical specialization allowed VARs to position themselves as experts in specific sectors, further deepening their relationships with clients and increasing their value in the marketplace.

As the lines between reselling, consulting, and service management blur, the role of the VAR continues to expand. VARs have become indispensable in helping businesses stay ahead of the technology curve, ensuring that their IT systems are not only functional but also optimized for growth and scalability.

The Future of the VAR Model: Embracing Innovation and Adaptation

Looking ahead, the VAR business model will continue to evolve in response to new technological advancements and changing market dynamics. Emerging technologies such as artificial intelligence (AI), machine learning (ML), and the Internet of Things (IoT) are poised to drive the next wave of innovation in the VAR space. As these technologies become more integrated into business operations, VARs will play a critical role in helping clients adopt and deploy these new solutions.

In addition, the increasing complexity of IT environments, with the rise of hybrid and multi-cloud infrastructures, will create new opportunities for VARs to provide integrated solutions. As businesses face the challenge of managing an ever-expanding array of digital tools and platforms, VARs will be relied upon to simplify the process, offering cohesive solutions that seamlessly connect disparate systems.

To thrive in this future landscape, VARs will need to embrace a mindset of continuous innovation and adaptation. This may involve upskilling their workforce, forming strategic partnerships with technology vendors, and expanding their service offerings to include cutting-edge solutions that address emerging client needs.

The Ongoing Evolution of VARs in the Digital Age

The Value Added Reseller model has undergone a remarkable transformation since its inception. From simple reselling in the 1980s to becoming strategic partners that offer a diverse range of services, VARs have proven themselves to be an indispensable component of the global IT ecosystem. As businesses continue to navigate the complexities of modern technology, VARs will remain at the forefront, driving innovation, security, and efficiency across industries.

The evolution of the VAR model demonstrates the importance of adaptability and forward-thinking in the fast-paced world of technology. As the digital landscape continues to evolve, VARs must remain agile and ready to embrace new opportunities, ensuring that they continue to deliver value and growth to their clients.

How VARs Add Value and Build Profit Margins

The value-added reseller (VAR) business model has grown into one of the most lucrative avenues for both innovation and profitability within the broader tech industry. These businesses do not merely resell products; rather, they build on pre-existing solutions, molding them into bespoke offerings that perfectly align with their clients’ specific needs. By doing so, VARs unlock new avenues for revenue generation and profit maximization, carving out a niche in an otherwise commoditized market. Their strategy hinges not only on the enhancement of products but also on the creation of specialized services that cater to a unique set of customer requirements.

For a VAR, success isn’t solely measured by the volume of products sold. Rather, it’s about the ability to offer services that significantly enhance the value of those products, thereby justifying higher prices, garnering repeat customers, and boosting profit margins. Through a combination of customization, strategic vendor relationships, and enhanced service offerings, VARs can achieve a competitive edge in an increasingly saturated market.

Profit Margins and Value Creation

At the core of the VAR business model is the notion of value creation—something that sets VARs apart from mere resellers. While traditional resellers focus primarily on moving products from one point to another, VARs add a layer of complexity and service that elevates the perceived value of a product. This transformation can come in many forms, such as incorporating additional hardware components, integrating various systems into a cohesive solution, offering personalized training, or providing after-sales support.

In an era where many consumer products are commoditized, simply selling the base item may offer little in terms of profit. However, by providing a tailored and holistic solution, VARs can charge a premium for their offerings. These offerings may include value-added components like custom configurations, bundled services, or extended warranties.

This ability to craft high-value solutions leads to an elevated profit margin. Clients are more willing to pay a premium price when they perceive that the product is customized to meet their specific needs, ultimately creating a powerful incentive for VARs to invest in services that are not just added perks, but integral parts of the product experience. As a result, VARs build lasting customer relationships that go beyond transactional sales and evolve into long-term partnerships, bolstered by the trust and reliability they foster. These relationships form the foundation of sustained profitability.

Differentiation Through Customization

Customization is the cornerstone upon which the VAR model builds its competitive advantage. In an age where many products are mass-produced and lack significant differentiation, the ability to tailor a solution to a customer’s precise requirements becomes a valuable proposition. Clients approach VARs because they need more than a generic off-the-shelf solution—they need something that fits seamlessly into their unique workflow, infrastructure, and long-term goals.

The customization process can range from minor tweaks to complex integrations. For example, a VAR might take a standard software package and modify it to integrate with a client’s existing systems, add features that address specific business needs, or even create entirely new software solutions. Similarly, VARs can design hardware systems that accommodate the unique demands of a particular customer, from adding specific functionality to providing specialized support.

What this customization achieves is twofold. First, it provides immense value to the customer, as they are receiving a product that addresses their specific needs, rather than a generic solution. Second, it enables the VAR to differentiate itself from competitors. In crowded markets, where businesses may be offering very similar products, being able to present a highly customized solution sets the VAR apart from those who are merely selling products without added value.

Over time, VARs that master the art of customization can establish themselves as market leaders, building a reputation for their expertise and creative solutions. This reputation becomes a self-reinforcing loop, where new customers are drawn to the VAR’s established reputation for delivering tailored, high-quality solutions. A strong reputation allows VARs to command higher prices, which further contributes to profitability.

Strategic Vendor Relationships and Profitability

In addition to the inherent value they create, VARs can also boost profitability through the strategic management of vendor relationships. These relationships are not simply transactional—they form the bedrock of the VAR’s business strategy. A VAR’s ability to negotiate favorable terms with its vendors is essential to ensuring healthy profit margins. This includes securing discounts on products, obtaining better pricing terms, gaining access to priority technical support, and often, leveraging co-marketing opportunities.

Vendors rely on VARs to help push their products into new markets and customer segments. By serving as intermediaries, VARs can bring vendor products to clients who might otherwise be inaccessible or unaware of the product’s value. In turn, vendors benefit from the VAR’s market reach, gaining increased sales volume and brand exposure. This symbiotic relationship enhances the profitability of both parties: the VAR gains access to the latest products, better pricing, and often improved service from the vendor, while the vendor benefits from the VAR’s expertise and customer base.

The ability to foster long-term relationships with key vendors can also grant VARs early access to cutting-edge technologies. Being first to market with a new product, especially one that is highly anticipated, can be a game-changer. VARs can position themselves as specialists in the latest technologies, thereby capturing the attention of clients who want to stay ahead of the curve. This relationship is thus not only about obtaining discounts or better pricing but about gaining a strategic advantage that allows VARs to maintain an edge in a competitive marketplace.

Building a Strong Service Ecosystem

Beyond just product customization, VARs often offer a comprehensive range of services that contribute significantly to their overall value proposition. These services can include consultation, project management, system integration, and ongoing technical support. By offering a wide array of services, VARs can become trusted partners for their clients, helping them to implement, manage, and scale their technology solutions over time.

For example, consider a VAR that specializes in providing IT solutions to healthcare organizations. In addition to selling the necessary hardware and software, this VAR may offer tailored services such as network security audits, compliance consulting, staff training, and 24/7 technical support. These services not only increase the overall value of the VAR’s offering but also foster long-term relationships with clients, who are more likely to return for additional services or products if they are satisfied with the VAR’s support.

The value of this service ecosystem is twofold. First, it creates a more substantial and ongoing revenue stream, as clients continue to rely on the VAR for support and maintenance after the initial sale. Second, it helps to insulate the VAR from the volatility of product sales cycles. While product sales may be seasonal or subject to external market forces, the services provided by the VAR can offer consistent, recurring income.

The Role of Innovation in VAR Profitability

To remain competitive, VARs must continuously innovate, not just in the products and services they offer, but also in the way they operate. With technology constantly evolving, VARs must be agile and adaptable, ready to pivot and embrace new trends that can offer fresh opportunities for value creation.

For instance, the increasing demand for cloud computing services presents a significant opportunity for VARs. By integrating cloud-based solutions into their offerings, VARs can provide clients with scalable, flexible solutions that align with modern business needs. This type of innovation allows VARs to stay relevant and maintain a competitive edge, particularly as cloud adoption continues to rise across industries.

Similarly, as the Internet of Things (IoT) expands, VARs can leverage this technology to develop new, customized solutions for their clients. By understanding emerging trends and staying ahead of the curve, VARs position themselves not just as resellers but as thought leaders and innovators within their respective industries.

Overcomingg Challenges and Sustaining Growth as a VAR

In the ever-expanding and highly competitive IT landscape, Value-Added Resellers (VARs) play a crucial role in bridging the gap between manufacturers and end-users. The VAR model presents unparalleled opportunities for growth and profitability, yet it also brings with it a range of complex challenges. To truly excel in this dynamic field, VARs must embrace innovation, adapt swiftly to technological changes, and navigate a growing labyrinth of regulatory landscapes. Their ability to overcome these challenges will determine whether they merely survive or thrive in the ever-evolving marketplace.

The Competitive Landscape: Outpacing Rivalries and Staying Relevant

In the modern era of technological saturation, VARs are faced with a fierce, almost relentless, level of competition. From established behemoths to nimble startups, the competition within the IT distribution channel is intense. With a saturated market, VARs must do more than merely resell products; they must continuously differentiate themselves by offering unparalleled value to their customers.

Staying ahead of competitors requires more than just cutting-edge technologies; it necessitates an acute understanding of market dynamics and an ongoing commitment to innovation. This means VARs must constantly monitor market trends, customer preferences, and emerging technologies to identify opportunities for differentiation. Whether it’s through offering personalized solutions, adding unique features to existing products, or providing exceptional customer service, VARs must continuously assess their positioning and ensure they remain a trusted partner to their customers.

With the relentless march of technological progress, it becomes crucial for VARs to evolve alongside industry trends. Technologies such as artificial intelligence (AI), machine learning, and blockchain are not jusgey represjustsformative forces that are shaping the future of the IT ecosystem. As these technologies gain momentum, VARs that fail to adapt or remain entrenched in legacy systems may risk losing relevance. Being proactive in identifying and capitalizing on these disruptive technologies will allow VARs to not only retain their competitive edge but also open new avenues for growth.

Navigating the Rapid Pace of Technological Change

Perhaps one of the most daunting challenges faced by VARs is the rapid and often overwhelming pace of technological change. It’s not enough to just offer the products that are in demand today; VARs must anticipate tomorrow’s needs and be ready to pivot at a moment’s notice. This involves maintaining a flexible, forward-thinking mindset and a commitment to continual learning.

The rapid evolution of technologies like cloud computing, IoT, and edge computing requires VARs to stay agile and adaptable. A successful VAR must cultivate a deep understanding of these technologies and be capable of translating that knowledge into actionable solutions for their clients. As new technologies emerge, VARs must stay ahead of the curve, offering their clients the best-in-class solutions that not only solve current problems but also provide future-proof capabilities.

One of the most effective ways VARs can maintain their relevance in the face of technological change is through partnerships with leading vendors and tech innovators. By establishing strong relationships with manufacturers and other technology partners, VARs can ensure they have early access to new products, technologies, and training. These partnerships also provide VARs with the opportunity to collaborate on joint marketing efforts, co-develop solutions, and enhance the value they bring to customers.

In addition, VARs must invest in their internal capabilities. Training programs, certifications, and continuous skill development for employees are essential to staying on top of emerging technologies. A workforce equipped with the latest technical knowledge and certifications is better positioned to consult, implement, and support new technologies, providing an invaluable edge in an increasingly complex landscape.

Regulatory Compliance: A Growing Concern in a Globalized Marketplace

As VARs expand globally, navigating the regulatory labyrinth becomes increasingly important. Laws and regulations governing the use of technology, data privacy, and product certifications vary greatly from region to region, creating a complex web of compliance requirements that VARs must understand and adhere to. From the stringent data protection regulations in the European Union’s General Data Protection Regulation (GDPR) to specific industry regulations such as HIPAA in healthcare, VARs must ensure that their offerings comply with the legal requirements of the markets in which they operate.

A failure to comply with these regulations can result in severe penalties, reputational damage, and loss of customer trust. This makes regulatory compliance an essential aspect of a VAR’s overall strategy. To mitigate these risks, VARs must stay updated on relevant regulatory changes and proactively implement measures to ensure compliance. This might involve conducting regular audits, working with legal teams to understand jurisdiction-specific requirements, and ensuring that products or services offered meet local standards and certifications.

In addition to adhering to regulations, VARs must also establish strong cybersecurity measures to safeguard the data and systems they manage. Data protection is no longer a peripheral concern—it is central to building and maintaining customer trust. By investing in robust cybersecurity frameworks and offering data protection as a core part of their value proposition, VARs can differentiate themselves from competitors and provide clients with the assurance that their sensitive information is in safe hands.

Moreover, disaster recovery and business continuity planning are crucial components of risk management. In the event of a cyberattack, natural disaster, or technological failure, VARs must have strategies in place to ensure that operations can continue and data can be recovered. Effective risk management not only minimizes potential financial losses but also strengthens the relationship between VARs and their clients by demonstrating a commitment to long-term security and resilience.

Building Strong Customer Relationships for Long-Term Success

At the heart of the VAR business model lies the customer. Successful VARs understand that their growth and success depend on more than just delivering products—they must foster long-term relationships built on trust, transparency, and value. Building strong customer relationships requires VARs to go beyond transactional interactions and position themselves as trusted advisors to their clients.

One key to achieving this is by offering personalized, customer-centric solutions. By taking the time to understand each customer’s unique business challenges, VARs can recommend tailored solutions that not only meet immediate needs but also align with the customer’s long-term strategic goals. This approach helps VARs move beyond simple sales transactions and establish themselves as integral partners in their customers’ growth and success.

Another vital aspect of building strong relationships is ongoing customer engagement. Providing exceptional customer service, offering post-sale support, and staying in regular contact with clients are all essential practices that help maintain customer loyalty. A proactive approach to support—anticipating potential challenges and offering timely solutions—demonstrates commitment and strengthens the relationship over time.

Moreover, VARs should invest in tools and platforms that enhance the customer experience. This could include implementing customer relationship management (CRM) systems that streamline communication, automate follow-ups, and track customer feedback. By collecting and analyzing customer insights, VARs can better understand their clients’ evolving needs and deliver more targeted, relevant solutions.

Developing and Scaling the Business

As VARs experience growth, scaling the business becomes another challenge that requires careful attention. With an expanding customer base, product offering, or geographic reach, VARs must ensure that their operations can scale without sacrificing the quality of service or customer satisfaction. This requires strategic planning, investment in infrastructure, and a focus on operational efficiency.

One way to scale effectively is through automation. By leveraging automation tools for routine processes such as order fulfillment, inventory management, and billing, VARs can streamline operations, reduce human error, and improve overall efficiency. Automation can also help VARs deliver a more seamless and responsive customer experience, allowing them to serve larger volumes of clients without increasing overhead.

In addition, as the business grows, VARs must invest in talent acquisition and development. Hiring and retaining skilled professionals who can drive growth, build relationships, and manage complex customer needs is crucial to sustaining long-term success. Whether through in-house teams or external partnerships, developing a scalable workforce is a critical aspect of maintaining operational excellence.

The Future of VARs: Embracing Change and Leading Innovation

The VAR business model is at a crossroads, with evolving technologies, customer expectations, and competitive dynamics reshaping the landscape. VARs that thrive will be those that are not only reactive to changes in the marketplace but proactive in shaping the future of IT solutions.

By embracing emerging technologies, maintaining a flexible and adaptive business model, and investing in both their human and technological resources, VARs can position themselves as leaders in the market. Moreover, the VARs of the future will be defined by their ability to offer integrated, end-to-end solutions that align with their customers’ evolving digital strategies.

In conclusion, while the road to sustained growth as a VAR is fraught with challenges, it is also paved with tremendous opportunity. By addressing the challenges of competition, technological change, regulatory compliance, and customer relationships, VARs can not only survive but excel in an increasingly complex and competitive world. The future belongs to those who are ready to adapt, innovate, and lead the charge in providing the technology solutions that will drive business success for years to come.

The Strategic Distinction of VARs in a Competitive Landscape

In a business climate marked by digital acceleration and fierce competition, Value Added Resellers (VARs) have evolved from mere intermediaries into indispensable catalysts of transformation. By weaving innovation into existing frameworks and sculpting tailored, multi-layered solutions, VARs are not simply participating in the marketplace—they are redefining it. Unlike traditional resellers who rely primarily on price and volume, VARs distinguish themselves through strategic augmentation, creative engineering, and deeply personalized client engagement.

At the core of their differentiation is the unparalleled ability to infuse additional functionality, scalability, and relevance into already developed products. This metamorphosis from standard solution to bespoke system gives VARs the unique advantage of offering something truly irreplaceable—value infused with foresight. Their role transcends logistics; they become trusted advisors, solution architects, and navigators in a tech ecosystem that is growing more intricate by the day.

Customization as the Heart of Client Loyalty

Customization is not merely a service VARs offer—it is a philosophy embedded in their operational DNA. By curating experiences and modifying technologies to mirror the nuanced demands of diverse sectors, VARs create ecosystems that resonate with individual customer objectives. This refined approach builds emotional and operational loyalty, transforming clients into long-term collaborators. When a VAR crafts a solution that not only solves a problem but aligns with a company’s ethos and ambitions, the relationship becomes one of mutual progression.

In sectors such as cybersecurity, cloud integration, healthcare tech, and smart infrastructure, one-size-fits-all is not an option. VARs shine in these domains by deciphering complex requirements and weaving intricate solutions that are both agile and resilient. This capacity for granular configuration ensures that their offerings remain vital and indispensable across shifting technological tides.

Vendor Synergy: The Silent Engine Behind VAR Success

Behind every successful VAR lies a robust network of vendor alliances. These symbiotic relationships are more than transactional—they are the bedrock of long-term innovation and stability. A VAR with strong vendor connections gains privileged access to bleeding-edge technologies, early product roadmaps, and tailored support. This empowers them to operate not only as resellers but as strategic allies with predictive insights and priority problem resolution pathways.

Collaboration with leading vendors allows VARs to blend proprietary advancements with their own service ingenuity. It becomes a tapestry of co-created value, where knowledge exchange and alignment of vision lead to breakthrough offerings. Trust, consistency, and mutual growth goals bind these partnerships, enabling VARs to deliver with precision and confidence.

Innovation and Agility: The Cornerstones of Enduring Growth

Perhaps most compelling is the VAR’s continuous drive to adapt. The market does not stand still, and neither do they. Whether it’s harnessing emerging trends such as AI integration, edge computing, or sustainable tech solutions, VARs consistently position themselves at the leading edge. Their ability to pivot, reinvent, and embrace the unfamiliar is what fuels their long-term viability.

VARs are more than just vendors with added services—they are dynamic entities evolving in real time, proactively anticipating client challenges and architecting solutions with almost prescient clarity. Through this ceaseless reinvention, they maintain relevance, command premium value, and foster lasting business ecosystems.

The Future Belongs to the Adaptable

In sum, the success of Value Added Resellers hinges on their ability to transcend transactional selling and evolve into solution visionaries. By prioritizing customization, building synergistic vendor partnerships, and committing to ongoing innovation, VARs carve a unique niche in a saturated marketplace. This layered approach not only drives profitability but builds a foundation for enduring relevance in an era defined by rapid technological metamorphosis.

Conclusion

In conclusion, VARs excel in a highly competitive marketplace by adding significant value to existing products and offering customized, comprehensive solutions that meet the specific needs of their clients. Through strategic customization, strong vendor relationships, and the development of a broad service ecosystem, VARs differentiate themselves from traditional resellers and command higher profit margins. Additionally, by continually innovating and adapting to market trends, VARs can ensure long-term profitability and sustained growth.

The success of the VAR model is rooted in its ability to create unique value propositions, turning commodity products into customized, high-value solutions that solve real business problems. For VARs to thrive, they must continually refine their service offerings, deepen vendor relationships, and stay at the forefront of technological advancements. By doing so, they can solidify their role as indispensable partners to their clients and create a sustainable, profitable business model.