The CompTIA industry body is inviting distributors to focus on their own transformation, even while helping customers on their travel transformations.
Moheb Moisés, CompTIA ANZ community director, says that channel business needs to create agility and responsiveness in its operating model to stay relevant and meet evolving customer demands while maintaining efficiency and profitability ."The pace of change is getting faster, and it's certainly unlikely to slow down in the short term," says Moses.
"Instead of reacting blindly to market changes, IT service companies must carefully consider the pros and with a transformation.
"There are risks inherent in any new initiative or company; the business of the channel must take a clear focus and only make the changes if they are likely to deliver strong results within an acceptable timeframe," he adds.
CompTIA says before 'retooling' a business or making any significant strategy changes, it is important to fully understand the customers' needs - and how you can transform to meet those needs.
"That means building a business case for transformation," says CompTIA.
"Companies should see how their existing products, services and capabilities correspond to the needs of customers; then they must investigate how future customer needs may require a different set of products, services or capabilities.
"Business can then build a case to support the investment that puts the company in the right position to become a trusted advisor for its current and potential customers."
Developing a transformation strategy - a solid attack plan - is essential before you commit to any major investments, CompTIA says.
"For the transformation of the business, the first step in the process is to determine the company's goal. This could mean improving operational efficiency, expanding investments or establishing strategic alliances."
The industry body warns that significant changes require "a good amount of capital time and patience."
"In short, there is no single strategy for change.
"Some are big, others are small and the options available are virtually endless."
Careful planning, effective management and periodic evaluation are also required. With any business transformation strategy that requires a clear definition of roles and responsibilities, with each task assigned to someone over time - and skills - to complete the task effectively.
CompTIA notes that employees and management teams that have successfully handled business transformations in the past are more likely to help new and successful initiatives.
"Change is often met with resistance and it is optimistic to think that all employees are equally qualified to help drive change," says CompTIA.
"Ideally, business leaders must choose flexible, optimistic employees to take on a greater role in the business transformation process.
"They will bring their most reluctant colleagues along with them."
Investing in time and resources is not the only investment required in a business transformation, notes CompTIA, with the biggest challenges for IT service companies that often involve capital.
"Even with the best business transformation strategy, companies will have to consider what changes they can afford to make.
"For example, it may take a year or more before revenue reaches break even when building a new managed services or cloud practice."
As such, CompTIA says companies need to plan a cash infusion to acquire new resources, compensate for reduced productivity during the transition period, invest in training and education, and increase marketing and branding.
Mosses notes that even with a business transformation plan in place, companies will have to look at the adjustments along the way.
"It's important to remember that regardless of how much time spent in planning and how much money was channeled into the transformation of the organization, its success depends on the execution and adjustments made along the way," he says.