Cogent realigns its channel partner program, sets focus on master agents

Cogent Communications (Nasdaq: CCOI) has introduced a new channel partner program to enable it to focus on establishing relationships with national telecom master agents to sell its suite of Ethernet services.

The service provider said it sees value in supplementing its direct sales efforts via the channel since many of its customers often buy their Internet access and Ethernet transport services through a VAR or agent.

"When I came in to reshape things here, the first thing we did is we defined the marketplace we'd go after, but the hard part was changing the shape of how we go after that market," said Ernie Ortega, CRO and VP of Global Sales, in an interview with FierceTelecom. "Typically, Cogent has been a company that always goes after the marketplace with a direct sales force."

It plans to begin the channel partner rollout with four to five master agents this year. WTG and AB&T Telecom are two master agents that have agreed to participate in the initial beta launch of the program.

"The model we are moving toward is we're developing relationships with master agents and their products will be pushed through their sub agents," Ortega said.

Cogent has appointed a dedicated team to run the program and has installed software systems to support an online portal. In addition, it has invested in new back office infrastructure to enhance the customer service experience.

For more:
- see the release

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